Pharmaceuticals and Medical Devices Bureau of India

What Pharmaceuticals and Medical Devices Bureau of India does

Pharmaceuticals and Medical Devices Bureau of India (PMBI), established in December 2008 and registered as an independent society under the Societies Registration Act, 1860 in April 2010, is the Government of India implementing agency for the Pradhan Mantri Bhartiya Janaushadhi Pariyojana (PMBJP), operating under the Department of Pharmaceuticals. Previously known as BPPI (Bureau of Pharma PSUs of India), PMBI procures generic medicines through open tenders from Central Pharma Public Sector Undertakings (CPSUs) and private manufacturers, and distributes them via a franchise-style retail network of 14,000+ Janaushadhi Kendras (PMBJKs) operated by individual entrepreneurs, pharmacists, NGOs, charitable institutions, PACS cooperatives, and government agencies across all Indian states and union territories. The product basket contains 2,439 SKUs spanning more than 2,100 drugs and over 300 surgical, consumable, and medical device items, priced 50-90% below branded equivalents, generating aggregate citizen savings of Rs. 30,000+ crores over the last decade.

The technology backbone is conventional retail/operations tooling rather than AI/ML-driven: every Kendra uses mandatory POS software for inventory and sales tracking linked to PMBI headquarters in real time, geo-tagging for network monitoring, NABL-approved laboratory testing of each batch, and barcoding for traceability across the supply chain. The Jan Aushadhi Sugam mobile application supports consumer-side Kendra discovery and product availability checks, complemented by Vendor, Lab, and TMS portals for supplier-side coordination. Distribution uses a hub-and-spoke model anchored on a high-tech central warehouse in Bilaspur, Gurugram, with regional warehouses including a Ghaziabad facility, and dedicated Kendras inside railway stations, AIIMS campuses, ESIC hospitals, and Primary Agricultural Credit Societies for rural penetration. Standardized operations run 8 AM to 8 PM across the network.

The commercial model is a transaction take-rate: Kendras purchase inventory from PMBI and earn a 20% margin on MRP (excluding taxes), with additional performance-linked incentives up to Rs. 5 lakhs (15% of monthly purchases, capped at Rs. 15,000/month) for Kendras linked via the POS software, plus a one-time Rs. 2 lakh grant for women entrepreneurs, Divyang, SC/ST, ex-servicemen, and entrepreneurs in aspirational districts, Himalayan, island, and North-Eastern regions. PMBI itself operates as a government-funded society rather than a profit-driven entity, with strategic direction set by a Governing Council chaired by the Secretary of the Department of Pharmaceuticals and a small executive team (51-100 staff). Customer reach extends across general Indian consumers seeking affordable healthcare, Kendra entrepreneurs, government healthcare facilities, and priority segments in underserved geographies; institutional partnerships with SIDBI (financing), ESIC, CAPFs/NSG/Assam Rifles, Coal India, and IRCS extend access to captive employee populations, and a first overseas Kendra was inaugurated in Mauritius in July 2024.

Name

Pharmaceuticals and Medical Devices Bureau of India

Legal name

Pharmaceuticals & Medical Devices Bureau of India

Website

https://pmbi.co.in

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Short description

PMBI is a Government of India society implementing the Pradhan Mantri Bhartiya Janaushadhi Pariyojana, operating 14,000+ retail outlets that distribute over 2,400 generic medicines and medical devices at 50-90% lower prices than branded equivalents across India.

Ownership category

akta.pro rank

Product category

Public Sector Generic Pharmaceutical Distribution

NAICS

Drugs and Druggists' Sundries Merchant Wholesalers (424210), Pharmacies and Drug Retailers (456110)

SIC

Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122), Retail-Drug Stores And Proprietary Stores (5912)

akta.pro primary industry

Government & Public-Sector Pharmaceutical Supply (Tender/Prime Vendor) (HLAIAJAF)

akta.pro secondary industries

Hospital & Health-System Pharmaceutical Distributors (HLAIAJAD), Pharmacy & Health Essentials Delivery (CRAFAFAI)

Keywords

• Generic medicine distribution
• Government pharmaceutical bureau
• Affordable healthcare scheme
• Jan Aushadhi Kendras
• Public sector pharmacy retail

Headquarters

HQ city

New Delhi

HQ country

India

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Generic Medicines Sales: PMBI procures generic medicines at competitive prices through open tender system from CPSUs and private manufacturers, and distributes through Kendras. Kendras earn 20% margin on MRP (excluding taxes). PMBI operates on government funding as a society under Department of Pharmaceuticals.
2. Kendra Incentives Program: Operating agencies receive 20% margin on MRP of each drug. Special incentive of Rs. 2 lakhs (Rs. 1.50 lakh for furniture/fixtures + Rs. 0.50 lakh for computer/printer) for women entrepreneurs, Divyaang, SCs & STs, Ex-servicemen, and entrepreneurs in aspirational districts. Normal incentive up to Rs. 5 lakhs at 15% of monthly purchase.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels11 records

Core offering

Pharmaceuticals and Medical Devices Bureau of India (PMBI) procures generic medicines, surgical items, consumables, and medical devices from Central Public Sector Undertakings (CPSUs) and private manufacturers, then supplies them at affordable Maximum Retail Prices to consumers through a nationwide franchise-style retail network of Jan Aushadhi Kendras. PMBI also licenses and supports Kendra operators (entrepreneurs, pharmacists, NGOs, and PACS) with incentives and a mandatory POS software system, while providing customers the Jan Aushadhi Sugam mobile app to locate outlets and check product availability.

Product overview

Pharmaceuticals & Medical Devices Bureau of India (PMBI) operates the Pradhan Mantri Bhartiya Janaushadhi Pariyojana (PMBJP), a government healthcare accessibility initiative that distributes quality generic medicines at affordable prices through a network of Jan Aushadhi Kendras (retail pharmacy outlets). The portfolio includes over 2,400 drugs and surgical/medical device products procured through CPSUs and private manufacturers, supported by POS (Point of Sale) retail software for Kendras and the Sugam mobile application for customer access. PMBI functions as an implementing agency under the Department of Pharmaceuticals, Government of India.

Differentiator

Problem solved

Functional benefit

Brands

• Jan Aushadhi Sugam App: Mobile application for Jan Aushadhi scheme
• Janaushadhi Kendra

Products and services

• Pradhan Mantri Bhartiya Janaushadhi Pariyojana (PMBJP) Scheme
• Jan Aushadhi Kendras (PMBJK) Retail Pharmacy Network
• Jan Aushadhi Sugam Mobile Application

Quantifiable outcome

• Citizens saved Rs. 30,000+ crores in the last decade through affordable generic medicines
• +4 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered core, minor and flagship.

• National Security Guard (NSG) & Assam Rifles (AR)coreStrategic or Co-development Partner · 3 December 2024MoU signed between PMBI and Central Armed Police Forces under Ministry of Home Affairs for providing affordable healthcare access to CAPFs, NSG & AR personnel through Jan Aushadhi Kendras
• Indian Red Cross Society (IRCS)coreStrategic or Co-development Partner · 16 October 2024MoU signed between PMBI and IRCS Delhi Branch for cooperation in healthcare delivery through Jan Aushadhi Kendras
• Coal India LimitedcoreStrategic or Co-development Partner · 18 September 2024MoU signed between PMBI and Coal India Limited for expansion and supply of high-quality generic medicines through Jan Aushadhi Kendras
• Employees' State Insurance Corporation (ESIC)coreStrategic or Co-development Partner · 2 August 2024MoU signed between PMBI and ESIC for providing affordable healthcare access and generic medicines to ESIC beneficiaries
• Fiji Pharmaceuticals and Biomedical Services (FPBS)minorStrategic or Co-development Partner · 1 August 2024Fiji FPBS delegation visited PMBI Head Office to understand the Jan Aushadhi Pariyojana model; international collaboration for healthcare access
• Mauritius (First Overseas Jan Aushadhi Kendra)flagshipStrategic or Co-development Partner · 18 July 2024India's first overseas Jan Aushadhi Kendra inaugurated in Mauritius to supply cost-effective, made-in-India medicines
• Burkina FasominorStrategic or Co-development Partner5-member delegation from Burkina Faso and Embassy visited PMBI Head Office to understand the Jan Aushadhi model
• Sri LankacoreStrategic or Co-development PartnerPresident of Sri Lanka, H.E. Mr. Anura Kumara Disanayaka visited Jan Aushadhi Kendra at AIIMS, Delhi; India-Sri Lanka cooperation in generic medicines
• NepalminorStrategic or Co-development PartnerHon'ble Minister for Health and Population of Nepal sought help from India to set up Jan Aushadhi Kendras in Nepal
• CubaminorStrategic or Co-development PartnerVisit of H.E. Mr. Juan Carlos Marsan Aguilera, Ambassador of Republic of Cuba with delegation at PMBI Head Office

Scale indicators9 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Cipla: One of India's largest pharmaceutical manufacturers with deep generic-medicine portfolio and pan-India distribution. While primarily a manufacturer, Cipla supplies generics to PMBI's procurement tenders and competes broadly in the affordable-medicine category.
• Apollo Pharmacy: Pan-India pharmacy retail chain operated by Apollo Hospitals Enterprise. Larger incumbent in drug retail distribution with broader product portfolio and higher price points; competes with Kendras on convenience and trust.
• Hetero Healthcare: Indian pharmaceutical company with strong focus on generic drugs, including ARV and affordable therapies. Comparable as a major generic-drug producer and distributor operating in the same affordable-pharma value chain PMBI serves.

Direct peers

• Tata 1mg: India's leading e-pharmacy platform (owned by Tata Digital) delivering medicines, including generics, to consumers. Comparable digital-first distribution of pharmaceuticals with similar patient/mission focus on affordable medicines.
• PharmEasy: Major Indian e-pharmacy and healthcare platform delivering prescription and OTC medicines. Competes for the same patient base seeking affordable medicines, primarily through online channels.
• MedPlus: One of India's largest organized pharmacy retail chains with thousands of outlets. Comparable as a physical retail pharmacy network distributing drugs and OTC products to consumers across India, though not exclusively generics.
• Wellness Forever: Indian pharmacy retail chain with physical stores and online delivery across metro and tier-1 markets. Comparable physical retail pharmacy operator distributing drugs and health products to Indian consumers.
• Netmeds (Reliance): E-pharmacy platform owned by Reliance Retail selling prescription and OTC medicines online. Direct competitor in online generic and branded medicine delivery to Indian consumers.
• DavaIndia: Indian retail pharmacy chain focused exclusively on generic medicines at discounted prices. Direct competitor to Jan Aushadhi Kendras in the affordable-generic retail category, serving price-sensitive patients with similar value proposition.

Regional players

• Central Government Health Scheme (CGHS): Government of India's health scheme providing subsidized medicines to central government employees and pensioners. Comparable as a public-sector pharmaceutical distribution program serving a defined beneficiary base with subsidized pricing.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/pmbjppmbi
• YouTubeyoutube.com/channel/UCyC_ZjR9g6or1e3TIFr0sPA
• Facebookfacebook.com/pmbjppmbi
• LinkedInlinkedin.com/company/pharmaceuticals-medical-devices-bureau-of-india-pmbi

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Pharmaceuticals and Medical Devices Bureau of India