Consumer Awareness Strategies: Jan Aushadhi Kendras in Western Maharashtra
DOI:
https://doi.org/10.17697/ibmrd/2026/v15i1/174511Keywords:
Generic medicines; Public awareness; Jan AushadhiKendras; Healthcare accessibility; Consumer behaviorAbstract
Affordable healthcare access remains challenging in India despite government initiatives like Jan AushadhiKendras providing generic medicines at reduced costs. Low public awareness and trust deficits limit utilization. This study examines awareness strategies employed by Jan AushadhiKendras in Western Maharashtra through mixed-methods research Involving surveys of 400 stakeholders and 20 qualitative interviews. Findings demonstrate that multi-channel campaigns, community engagement, and healthcare partnerships significantly enhance awareness and trust. Structural equation modeling validates positive relationships between outreach strategies, accessibility perceptions, trust formation, and program effectiveness. Results provide evidence-based recommendations for optimizing generic medicine promotion across diverse contexts, contributing actionable insights for policymakers and healthcare administrators seeking to improve pharmaceutical accessibility and affordability.
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