Policy Update
Deepankshi Agnihotry
“स्वास्थ्यं सर्वार्थसाधनं” (Charak Samhita, Sutrathana 1.24) – “Health is the means to achieve all goals.” Health is not just a personal asset, but a national treasure that contributes significantly to individual well-being and national progress. However, the growing burden of Non-Communicable Diseases (NCDs), mental health issues, smoking-related illnesses, obesity, and the rising economic costs of healthcare continue to challenge India’s healthcare system.
As per reports from the World Economic Forum and Harvard School of Public Health, India faces an estimated loss of $4.58 trillion by 2030 due to the increasing prevalence of NCDs and mental health conditions. Among these, cardiovascular diseases alone will account for $2.17 trillion, while mental health problems will lead to $1.03 trillion in economic losses. The financial burden of smoking-related diseases is another significant challenge, amounting to over 1% of India’s GDP, with additional costs due to premature death and hospitalization. The rising epidemic of obesity, with an estimated cost of $28.95 billion in 2019, is expected to increase further without timely interventions, potentially hitting 1.57% of India’s GDP by 2030.
The COVID-19 pandemic further exposed the vulnerabilities in India’s healthcare system, especially with the rising costs of healthcare pushing families into deeper poverty. Out-of-Pocket Expenditure (OOPE) for healthcare, which constitutes nearly 50% of family healthcare spending, exacerbates the situation, often leading to unnecessary medications and diagnostic tests, contributing to issues like antibiotic resistance and catastrophic health expenditures (CHE). In 2011-12, an estimated 55 million people were pushed into poverty due to healthcare costs, with a significant portion attributed solely to the high cost of medicines.
Source-PMBJP
To combat these challenges, the Government of India launched the Pradhan Mantri Bhartiya Janaushadhi Pariyojana (PMBJP), aimed at making healthcare affordable for all citizens. Initially launched in 2008 and rebranded in 2016, the initiative focuses on providing high-quality, generic medicines at 50%-80% lower prices than branded alternatives. By ensuring medicines are procured from WHO-GMP certified manufacturers and subjected to rigorous testing, the PMBJP guarantees that people have access to safe and effective healthcare products.
The initiative has been a game-changer in addressing the unaffordability of essential medicines and has expanded the scope of healthcare access across India. To promote the mission of affordable medicines, Jan Aushadhi Diwas was launched on March 7, 2019, as part of PMBJP’s larger vision. The purpose of this day is to raise awareness about the availability and benefits of generic medicines, highlighting how they offer an affordable alternative to branded drugs, especially for families that cannot afford the high prices of branded pharmaceuticals.
In addition to Jan Aushadhi Diwas, the entire week from March 1st to 7th is celebrated as Jan Aushadhi Week, with each year’s theme reinforcing the core mission of PMBJP. The theme, “Daam Kam – Dawai Uttam” (Low Price, High-Quality Medicines), emphasizes that medicines available under the PMBJP initiative offer high quality at affordable prices, making healthcare accessible to all.
As of 2025, more than 15,000 Jan Aushadhi Kendras (JAKs) have been established across India, with the goal of expanding this number to 25,000 by 2027. These Kendras have made a transformative impact on the healthcare sector by providing affordable medicines to underserved populations. The Pharmaceuticals and Medical Devices Bureau of India (PMBI) is committed to expanding the reach of Jan Aushadhi medicines, encouraging entrepreneurship, and raising awareness among the general public.
PMBJP’s future vision aims to transform the healthcare landscape by ensuring that generic medicines are readily available at prices 50%-80% lower than branded alternatives. By providing affordable medicines, PMBJP will help reduce out-of-pocket healthcare expenses, addressing the issue of catastrophic health expenditure (CHE), and tackling the growing economic burden posed by diseases such as non-communicable diseases (NCDs), mental health issues, and obesity.
Jan Aushadhi Diwas 7th Edition: Spreading the Message of Affordable Healthcare
The 7th Jan Aushadhi Diwas in 2025 began with a series of dynamic activities organized by the PMBI in collaboration with MyGov to raise awareness about the availability and benefits of generic medicines. The week-long celebration, which began on March 1st and culminated on March 7th, focused on expanding the reach of Jan Aushadhi Kendras and promoting the use of affordable healthcare products.
The celebrations kicked off with a Jan Aushadhi Awareness Drive on February 28, 2025, in the National Capital Region (NCR). This drive marked a significant push to engage the public, with Prime Minister Narendra Modi leading the initiative to raise awareness about the government’s healthcare reforms and the healthcare options available through Jan Aushadhi Kendras. The drive was aimed at ensuring that citizens from all walks of life were made aware of the affordable and high-quality healthcare solutions provided by the government.
During the week, activities included a focus on senior citizens through health camps organized in various centers, providing free medical check-ups. This initiative aimed to emphasize the importance of healthcare for all age groups, especially the elderly, who have played a crucial role in preserving India’s cultural heritage. The day was designed to highlight how affordable healthcare can ensure a healthier and happier life for senior citizens.
Throughout Jan Aushadhi Week, children from 30 major cities across India participated as Bal Mitras, learning about the role of Jan Aushadhi Kendras in providing affordable medicines. The children were educated about how they could help spread awareness in their communities about the availability of generic medicines. They were also provided with nutraceutical products like Poshan, which contribute to their health and well-being. This initiative aimed at making younger generations more aware of the importance of accessible healthcare solutions.
The Jan Aushadhi initiative has played a crucial role in enhancing healthcare accessibility and affordability in India. A significant step in this direction was the launch of Suvidha Sanitary Napkins, ensuring menstrual hygiene products are available at an affordable price. Further strengthening healthcare outreach, the Jan Aushadhi SUGAM mobile application was introduced in August 2019, offering user-friendly features such as locating nearby Jan Aushadhi Kendras and accessing information about affordable medicines.
The initiative also placed a strong emphasis on women’s empowerment, encouraging them to become health ambassadors within their communities. As primary caregivers, women have a profound impact on overall health outcomes, especially in reducing infant and maternal mortality rates. By educating women about the Jan Aushadhi Kendra network and the availability of cost-effective medicines, the program aimed to empower them with healthcare knowledge, fostering healthier families and communities.
Pharmacists were also a central part of the celebrations, with awareness programs conducted at pharmacy colleges across the country. These programs educated pharmacy students on the Jan Aushadhi Sugam App and how it helps guide patients in choosing affordable healthcare products.
A special pledge ceremony took place. “Aao Jan Aushadhi Mitra Banein” was the call to action, with a large number of people across India taking the ‘Jan Aushadhi Shapath’ digitally on the MyGov platform. The pledge emphasized the promotion of generic medicines and their benefits.
In addition, Pan-India seminars and workshops were conducted at pharma colleges and universities, with students being invited to engage in the initiative. One of the major seminars was held at the Delhi Institute of Pharmaceutical Sciences and Research (DIPSAR), organized by the Pharmaceuticals and Medical Devices Bureau of India (PMBI). The seminar was attended by the Vice Chancellor and Director of DIPSAR, and over 6,000 students, including medical, para-medical, and pharmacy students, benefitted from the informative sessions on generic medicines and the focus on PMBJP. The students were encouraged to take up entrepreneurial endeavors by actively participating in the opening of Jan Aushadhi Kendras, helping to expand the network and bring affordable healthcare solutions to more people.
India’s Pharmaceutical Sector: A Global Powerhouse
India’s pharmaceutical industry, valued at approximately USD 41 billion, is set to grow to an estimated USD 130 billion by 2030. As the world’s largest provider of generic medicines, India accounts for 20% of global exports and meets 62% of the world’s vaccine demand. With 664 US FDA-approved facilities and over 2,050 WHO-GMP certified plants, India’s pharmaceutical sector is a critical player in global healthcare. Moreover, India enjoys a production cost that is 33% lower than the United States, making it a competitive force in the international market.
The Pradhan Mantri Bhartiya Janaushadhi Pariyojana (PMBJP) has played a vital role in strengthening India’s healthcare infrastructure and reinforcing its position as a dominant player in the global generic medicines sector. To fully capitalize on this potential, however, strategic investments in Jan Aushadhi Kendras are essential, along with improving procurement processes and enhancing supply chain management. Public awareness, as well as encouraging doctors to prescribe generic medicines, will also be critical to sustaining growth and expanding the program.
Strategic Recommendations for Expanding the Jan Aushadhi Kendra Network
Source-Jan Aushadhi Kendra
To further enhance the impact and reach of the Jan Aushadhi Kendra network, India must focus on the following strategic areas:
- Infrastructure Enhancement: Expanding the Jan Aushadhi Kendra network and ensuring a steady supply of high-quality medicines will require robust investment in procurement systems and supply chain processes. The government should prioritize the improvement of these systems and the financial viability of private stores to meet increasing demand.
- Public Awareness Campaigns: The success of PMBJP hinges on effectively informing the public about the availability and benefits of affordable generic medicines. Regular awareness campaigns, like the Jan Aushadhi Week, should continue to educate citizens about the advantages of opting for generic medicines over branded alternatives.
- Encouraging Doctor Involvement: Doctors are central to the prescription of medicines. Encouraging healthcare professionals to prescribe generic medicines from Jan Aushadhi Kendras will help mainstream affordable healthcare, making it a standard practice for patients.
- Supply-Side Investments: Investing in research and development (R&D) is essential to improve the efficacy of generic medicines and meet international standards. Additionally, continuous training of pharmaceutical staff will help ensure the proper expansion and quality of Jan Aushadhi Kendras across India.
- Leveraging Government Budgets: The government’s substantial investment in the National Health Mission provides a critical opportunity to increase the reach of affordable medicines. Allocating more resources toward expanding Jan Aushadhi Kendras will ensure broader access to healthcare solutions for the nation’s underserved populations.
Expanding India’s Healthcare Footprint Globally and Enhancing Medical Tourism
India’s Pradhan Mantri Bhartiya Janaushadhi Pariyojana (PMBJP), through its Jan Aushadhi Kendras (JAKs), has become a cornerstone of both national and international healthcare outreach. These centers have proven to be instrumental in improving healthcare access for millions while strengthening India’s position as a leader in providing affordable, high-quality medicines. As part of India’s neighborhood diplomacy, Jan Aushadhi Kendras have been established in countries such as Mauritius and Nepal, with other nations showing interest in replicating this cost-effective healthcare model. This international expansion not only strengthens India’s diplomatic ties with neighboring countries but also enhances its global influence in the healthcare sector.
One of the most significant impacts of the Jan Aushadhi initiative is its growing role in India’s medical tourism sector. With affordable and accessible healthcare solutions, India is becoming a key destination for medical tourists from around the world. The Union Budget 2025 allocation of ₹98,311 crore for medical value tourism reflects the government’s commitment to expanding the healthcare infrastructure, particularly with a focus on medical tourism. By offering world-class treatments at a fraction of the cost compared to other global destinations, India is well-positioned to lead in this sector, driving economic growth while providing high-quality care to international visitors.
To build on this momentum, India must continue investing in the education and skill development of future generations of pharmaceutical professionals. Institutions like the National Institutes of Pharmaceutical Education & Research (NIPERs) play a key role in advancing research, innovation, and training within the pharmaceutical sector. In 2018-19 alone, India produced over 246,000 pharmacy graduates, along with millions of graduates in science, technology, and engineering. This growing talent pool is critical to the sector’s continued success and global competitiveness.
Additionally, government initiatives like eSanjeevani, which provide telemedicine services, are bridging the healthcare gap in rural and underserved areas. These services ensure that the benefits of the Jan Aushadhi Pariyojana reach every corner of the nation, contributing to equitable healthcare access for all citizens.
Way Forward
Source-Jan Aushadi diwas
Jan Aushadhi Diwas is a significant annual event that emphasizes public participation in the Pradhan Mantri Bhartiya Janaushadhi Pariyojana (PMBJP) and promotes affordable healthcare for all. The day highlights the importance of generic medicines, raises awareness about nutrition, responsible antibiotic use, and the global issue of antibiotic resistance. By educating communities on the correct use of medications, India is actively addressing one of the most critical health challenges of our time.
In addition, Jan Aushadhi Diwas plays a key role in promoting AYUSH-related products, which draw on India’s traditional healing practices such as Ayurveda, Yoga, and Homeopathy, expanding the range of accessible healthcare options for citizens and further strengthening the country’s holistic approach to well-being.
The success of Pradhan Mantri Bhartiya Janaushadhi Pariyojana through Jan Aushadhi Diwas is not just improving health outcomes but also aligning with India’s broader goals of achieving Sustainable Development Goals (SDGs) in health and education. These initiatives foster inclusive growth by improving healthcare access, advancing education, and engaging communities across the nation.
Moreover, the Jan Aushadhi movement has become a key element of India’s soft power, helping to enhance the country’s image as a global leader in affordable, high-quality healthcare. Through international expansion, including the establishment of Janaushadhi centers in countries like Mauritius and Nepal, India is strengthening its diplomatic ties with neighboring nations, promoting goodwill and collaboration in healthcare.
As Jan Aushadhi Diwas continues to grow, supporting initiatives like pharmaceutical education and increasing public participation, India is positioned to transform its healthcare system and contribute significantly to global health. This, in turn, will strengthen India’s global reputation, boost diplomatic relations, and drive sustainable growth for a healthier, more educated world.
References
- World Economic Forum. (2014). Economic burden of non-communicable diseases in India. Link
- World Health Organization (WHO). (2021, February 9). India loses 1% of its GDP to tobacco use. Link
- The Hindu. (2023, January 27). India’s burden of rising obesity. Link
- Down To Earth. (2021, June 1). High out-of-pocket health expenditure in India. Link
- NCBI. (2021). Assessment of PMBJP: Access to affordable medicines. Link
- Oxford Academic. (2015). Public health and the pharmaceutical sector in India. Journal of Public Health, 38(2), e150–e160. Link
- National Law University Assam. (2020). The role of Jan Aushadhi Kendras in public health. NLU Assam Law Review, 7, 10-15. Link
- Department of Pharmaceuticals, Government of India. (2022). PMBJP update. Link
- Press Information Bureau (PIB). (2021, February 18). Jan Aushadhi Diwas and the promotion of generic medicines. Link
- MyGov India. (2021). Jan Aushadhi Diwas campaign. Link
- Press Information Bureau (PIB). (2021, February 22). Jan Aushadhi initiative: Improving healthcare access. Link
- Down To Earth. (2021, July 9). Towards affordable healthcare: Jan Aushadhi to Jan Upyogi. Link
About the Contributor: Deepankshi Agnihotry is a research intern at IMPRI and holds a postgraduate degree in Electronics, is curious and passionate about sustainability and impactful policy solutions.
Acknowledgement: The author would like to express sincere gratitude to Dr Vaishali Singh, Aasthaba Jadeja and the IMPRI team for giving the opportunity for writing the article. The author also extended gratitude to Mr.Arjun for his valuable insights.
Disclaimer: All views expressed in the article belong solely to the author and not necessarily to the organisation.
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