A student-led conversation with Mr. Arjun Deshpande, CEO & Founder, Generic Aadhaar, by 2nd Year BBA students of the Anil Surendra Modi School of Commerce (ASMSOC), NMIMS Mumbai.
In contemporary discourse, entrepreneurship is frequently equated with rapid scalability,
aggressive valuations, and disruptive exits. Yet, amidst this prevailing narrative, Arjun
Deshpande stands apart as a founder whose journey is anchored in purpose rather than profit alone. As the visionary behind Generic Aadhaar, Deshpande has sought to address one of India’s most persistent and ethically charged challenges the affordability and accessibility of essential medicines.
His story does not begin in a boardroom or an incubator, but in a moment of quiet human
distress: an elderly man struggling to afford life-saving medication for his wife. This
encounter revealed a sobering truth that the cost of many critical medicines bore little
resemblance to their manufacturing value, inflated instead by layers of branding, distribution, and intermediaries. What followed was not an act of temporary charity, but the germination of a long-term systemic solution.
From Observation to Institution Building
At an age when most students are still exploring career possibilities, Deshpande embarked on a journey of institution building. Armed with limited capital but strong conviction, he began exploring the pharmaceutical supply chain, uncovering inefficiencies that had long gone unquestioned. His conclusion was both simple and radical: if medicines were sold based on their molecular composition rather than brand identity, affordability could be restored without compromising quality.
This insight laid the foundation for Generic Aadhaar a model that directly connects
manufacturers to patients, eliminating unnecessary intermediaries such as distributors and
stockists. By doing so, the organisation dramatically reduces prices while maintaining the
same therapeutic efficacy as branded alternatives. The result is not merely cost reduction, but a re-orientation of healthcare towards equity and transparency.
Overcoming Skepticism and Building Trust
Introducing generics at scale in India has never been a purely operational challenge; it is
equally a battle of perception. Years of brand-driven marketing have conditioned consumers to equate higher prices with superior quality. Confronting this skepticism required sustained effort, patience, and education.
Generic Aadhaar addresses this trust deficit through transparency at every level, standardised packaging, clear disclosure of molecular compositions, and pharmacist-led guidance that empowers patients to make informed choices. By shifting the conversation from brand loyalty to scientific validity, the organisation challenges deeply entrenched consumer habits and reframes value in healthcare.
Technology as an Equalizer
Contrary to the assumption that social impact models operate at the expense of technological sophistication, Generic Aadhaar has embraced digital infrastructure as a core pillar of its operations. Each outlet, whether located in a metropolitan hub or a remote rural district, functions on an integrated technology platform that tracks inventory, sales patterns, and patient requirements in real time.
This data-driven approach enhances efficiency, reduces wastage, and allows microentrepreneurs operating stores to better understand and serve their communities. More importantly, it ensures that access to technology is often a privilege of urban healthcare becomes a universal enabler rather than a limiting factor.
Measuring Impact Beyond Numbers
For Deshpande, success is not defined solely by expansion metrics or revenue figures. It is
measured in quieter, deeply human indicators families spared catastrophic healthcare
expenses, villages accessing medicines without travelling hundreds of kilometres, and
patients who find dignity restored in affordable treatment.
During the COVID-19 pandemic, Generic Aadhaar’s role extended beyond commercial
operations. From supplying essential medicines at cost to distributing critical drugs during
periods of acute shortage, the organization positioned itself as a public-interest participant in a time of national crisis. Initiatives such as Braille-enabled medicine packaging for the
visually impaired and ultra-affordable sanitary products further reflect a philosophy of
inclusive innovation addressing needs often overlooked by mainstream industry players.
Leadership Shaped by Mentorship and Mission
Deshpande’s leadership journey has been influenced by guidance from stalwarts such as
Ratan Tata, whose emphasis on ethical enterprise and long-term value creation resonates
strongly in Generic Aadhaar’s trajectory. However, the organization’s guiding principle
remains deeply personal: if income cannot always be increased, expenses particularly
healthcare expenses, must be reduced.
This belief informs a leadership style that prioritises impact over immediacy and
sustainability over spectacle. It also underscores a broader message for young entrepreneurs that age is not a constraint when vision is coupled with responsibility.
A Vision Rooted in Legacy
Looking ahead, Generic Aadhaar’s ambitions extend far beyond numerical growth. The
The organisation envisions a healthcare ecosystem where affordability, accessibility, and
accountability coexist, supported by technology, guided by ethics, and anchored in social
responsibility. Expansion into deeper rural geographies, integration of advanced analytics,
and exploration of preventive healthcare solutions form part of this long-term roadmap.
In a business environment often dominated by short-term incentives, Arjun Deshpande’s
journey offers a compelling counter-narrative. It illustrates that entrepreneurship, at its most powerful, is not merely about building companies, it is about building systems that endure, uplift, and redefine what progress truly means.
Through Generic Aadhaar, Deshpande demonstrates that when purpose leads and profit
follows, enterprise can become a vehicle not just for growth, but for genuine societal
transformation.
Student Contributors:
Mr. Hrig Paliwal
Mr. Om Sharma
Mr. Shubh Shah
Ms. Ananya Rathod
Anil Surendra Modi School of Commerce (ASMSOC),
2nd Year BBA
