Pradhan Mantri Bhartiya Janaushadhi Kendras (PMJK), an audacious initiative in India to make affordable quality medicines to reach its millions of population who are staggering around poverty lines and to reduce the out of pocket expenses. India celebrated 70 summers of Independence and is one of the leading countries to export world class generic medicines and making one out of every six medicines, globally. Yet, only 40% of its population is able to afford the branded medicines whose market is $1200 billion. The Janaushadhi scheme was designed to bridge this dichotomy and bring the world class of medications to rest of the 60%. Over its inception, a decade, a total of 4,410 outlets are functional across the country providing quality medicines at an affordable price to every citizen, irrespective of their cast, creed and economy stratification. The product basket of this scheme covers more than 800 medicines and 154 surgicals & consumables in all major therapeutic categories and has resulted in an overall 50-90 % savings to patients. These drugs are specially procured by floating tenders from companies with WHO cGMP compliant plants at the central level after performing adequate quality checks. Drugs are then dispensed to distributors in the various states who in turn supply them to retailers (franchise model, fixed 20% margin) as per their requirements rendering these drugs more affordable. For instance, the cost of paclitaxel vials floats less than $8 (market price $ 56). However, the challenge of the scheme is making larger range of products available at all times. With better policies, this initiative can challenge India’s multi-billion dollar pharma market making access to healthcare more affordable. This model can be of great importance for all developing countries in supporting their healthcare policies.