Thiruvananthapuram, April 24, 2025: In a strategic move marking its Diamond Jubilee year and commemorating a decade of the AMRIT initiative, HLL Lifecare Limited, a Central Public Sector Undertaking under the Ministry of Health and Family Welfare, Government of India, has introduced a refreshed visual identity for its flagship affordable pharmacy chain, AMRIT (Affordable Medicines and Reliable Implants for Treatment) Pharmacies.
As part of this upgrade, AMRIT Pharmacies have been given a refreshed brand identity, reinforcing HLL’s commitment to accessible and affordable healthcare. The new logo and visual identity were formally unveiled by Dr. Anitha Thampi, C&MD, HLL, at a special function held at Thiruvananthapuram.
Speaking on the occasion, Dr. Anitha Thampi said, “AMRIT’s rebranding reflects our commitment to reliability, affordability, and increased reach. The name AMRIT embodies our eternal promise of trust, marking a new chapter in our journey.”
Ajit N., Director (Marketing), and Benny Joseph, VP & GH (Pharma), were present at the occasion.
Since its inception in 2015 as an initiative under the Ministry of Health and Family Welfare executed by HLL AMRIT Pharmacies, have played a pivotal role in providing quality medicines, medical devices, and implants for critical illnesses at highly affordable prices, particularly benefiting economically disadvantaged sections. With this brand transformation, HLL has outlined ambitious plans to strengthen and scale the AMRIT pharmacy network across the country. With 220+ outlets already operational in premier institutions like AIIMS, JIPMER, and major government hospitals, the company aims to broaden its footprint to bring affordable healthcare closer to millions more.
The new phase of AMRIT will also focus on enhanced customer experience, including home delivery, improved product availability, digital integration, and wider presence, aligning with the Government of India’s healthcare accessibility goals.
AMRIT’s Impact at a glance
• Provides life-saving medicines and implants for critical illnesses at up to 50% lower prices.
• Benefitted 600 lakh patients with medicines and healthcare commodities worth Rs 13,104 crore.
• Enabled patient savings of approximately ₹6,500 crore. ·
• 222 stores across 25 states and 4 union territories
• Created employment for 1,700+ individuals.
The new logo features a capsule and medical cross positioned above the word ‘AMRIT.’ The refreshed identity, rendered in vibrant red and green, reflects the initiative’s core values: red symbolizes passion, speed, and dependability, while green represents eco-friendliness, reliability, and growth.”
AMRIT is operated by HLL’s Retail Business Division, which also manages the HLL Pharmacy and HLL Opticals networks nationwide.
