TOWARDS VIKSIT BHARAT: ANALYSE THE IMPACT OF PRADHAN MANTRI BHARTIYA JANAUSHADHI PARIYOJANA ON GENERIC MEDICINE IN INDIA

The Pradhan Mantri Bhartiya Janaushadhi Pariyojana (PMBJP) was launched to enhance the accessibility and affordability of generic medicines in India. This study evaluates the initiative's impact by examining its influence on awareness, perception, trust, satisfaction, and acceptance among patients, pharmacists, and medical professionals. Employing a mixed-methods approach, data were collected through key informant interviews and structured online questionnaires, analyzed using SmartPLS 4 software for Structural Equation Modeling (SEM). The findings demonstrate that awareness significantly enhances perceptions and trust in generic medicines, which in turn positively impact consumer satisfaction and acceptance. Despite the program's successes in affordability and accessibility, challenges such as mistrust in quality, limited doctor prescriptions, stock shortages, and inadequate packaging persist. Addressing these barriers through improved awareness campaigns, enhanced packaging, and supply chain optimization is crucial. This research highlights PMBJP's critical role in advancing affordable healthcare and fostering trust among stakeholders, contributing to the vision of a Viksit Bharat (Developed India)