Social business initiative
Arogya Parivar ("healthy family" in Hindi) is a for-profit social initiative developed by Novartis to reach the 740 million people living at the bottom of the pyramid in rural India.
Arogya Parivar
With a focus on diseases most prevalent among India's rural poor, Arogya Parivar is a first for the country's healthcare industry, which has typically focused on the urbanized middle class with its increasing spending power.
Products tailored to patient needs
Operating in 10 states across India, the program's product portfolio has grown to cover 11 therapeutic areas and offers nearly 80 pharmaceutical, generic and
over-the-counter products as well as vaccines to treat and prevent conditions ranging from tuberculosis and diabetes to pain and colds.
To be included in the portfolio, products need to be simple to use and tailored to meet the needs of rural populations with a low disposable income, usually earned on a daily basis. All educational materials, product packaging and training are adapted to local conditions, and medicines are available in small packs at affordable prices.
A sustainable business model
The program emphasizes patient education and local capacity building to ensure long-term success. Health educators, usually local women, are recruited and trained to raise awareness about diseases and preventive health measures, while health supervisors serve as the initiative's sales force, working to ensure that medicines are available in the most remote locations.
A healthcare professional speaks with a patient during an Arogya Parivar health camp.
Arogya Parivar is a commercially sustainable program. It achieved break-even within 30 months, and since 2007, sales have increased 25-fold. Given Arogya Parivar’s success in India, Novartis is piloting similar programs in selected Asian and sub-Saharan African countries.
Arogya Parivar is consistently recognized in global rankings and awards. It received the "Award for Social Marketing" from the CMO Asia Awards, was named "Best long-term rural marketing initiative" by the Rural Marketing Association of India, India's largest industry association, and was highly commended by the Ethical Corporation Awards in their "sustainability commercialized" category.
