India lives in its villages with a potentially large sized economy, albeit with constraints of awareness, affordability, challenges of access and poor infrastructure. Therein certainly lies a significant mass market opportunity to reach the hinterland of our country through innovation.

With about two decades of experience in strategic marketing and handling large ‘for-profit’ organizations, Anuj Pasrija has spent the immediate preceding 7 years in deeply understanding the Indian rural economy. Arogya Parivar provides the opportunity to leverage his past experience of consumer goods and combine it with that of Pharma’s conventional ‘wayto- market’, in order to meet the challenges of access, poor infrastructure, low awareness and illiteracy that put together have created the urban-rural divide. Pasrija’s previous experience, most recently as AVP at Reliance Retail in its rural business, earlier as CEO with a large Indian corporate, and a few other notable companies like ICI India Ltd – Paints, equips him with competencies to handle challenges to deliver the intent of “Arogya Parivar” – to improve the healthcare access for the ‘disfranchised’ millions in rural India by combining social delivery with a ‘for-profit’ approach.