The case ‘Jan Aushadhi – Taking Medicines to the Masses’ is about an initiative started by the Government of India (GoI) to provide affordable generic medicines to the poor and needy sections of society. The case details the progress made by the Jan Aushadhi Scheme (JAS) from its launch in 2008, the problems it faced, and the subsequent re-launch of the scheme in 2015 with additional features. The various issues faced by JAS such as poor supply chain management, competition from other state government schemes, quality issues, lack of awareness about generic medicines and JAS, among the general public and the reluctance on the part of doctors to prescribe generic medicines are covered in the case.

The GoI took several initiatives like conducting public awareness campaigns, giving additional incentives for opening of Jan Aushadhi stores, opening more warehouses, implementing new software for seamless distribution of medicines to the stores, and revamping the supply chain. These initiatives led to an increase of 490% in the turnover for JAS from 2015 to 2017. .

Operations Case Studies | Case Study in Management, Operations, Strategies, IT and Systems, Case Studies

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Issues

The case is structured to achieve the following teaching objectives:

	Understand the concept of supply chain management and distribution channels.
	Analyze the challenges facing government welfare schemes.
	Analyze the various factors which influence consumer perception of a product.
	Understand the importance of brand awareness for the success of a product.
	Interpret the conflicts between welfare schemes undertaken by the central government and state governments.

Contents

INTRODUCTION

AFFORDABLE MEDICINES FOR THE MASSES

CHALLENGES BEFORE JAS

OVERCOMING THE CHALLENGES

EXHIBITS

Keywords

– Jan Aushadhi; Generic Medicines; Supply Chain Management; Warehouse; Healthcare Scheme; Quality; Public Awareness; Distributors; C&F Agents; Branded Medicines; Medical Council of India; Welfare Schemes; Pradhan Mantri Bharatiya Janaushadhi Pariyojana (PMBJP); Central Pharma Public Sector Enterprises; Public Policy

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