Thiruvananthapuram: Celebrating its diamond jubilee year and a decade of service through AMRIT (Affordable Medicines and Reliable Implants for Treatment) pharmacies, HLL Lifecare Ltd has launched a refreshed brand identity for the initiative, including a new logo that symbolizes its ongoing commitment to affordable and reliable healthcare.
HLL, a central public sector enterprise under the Union Ministry of Health and Family Welfare, revealed the updated visual identity at a special ceremony in Thiruvananthapuram. The new AMRIT logo – featuring a capsule and a medical cross above the name – was officially unveiled by HLL’s Chairperson and Managing Director, Anitha Thampi.
“The refreshed identity reflects our core values of reliability, affordability, and wider reach,” Thampi said. “AMRIT stands as our eternal promise of trust and care.”
Rendered in vibrant red and green, the updated branding signifies passion, dependability, eco-consciousness, and growth, aligning with the initiative’s mission to deliver essential medical supplies at affordable prices.
Since its launch in 2015, the AMRIT initiative has been instrumental in providing life-saving medicines, devices, and implants for critical illnesses at reduced costs, benefiting economically weaker sections. With over 220 outlets already operating in leading institutions like AIIMS, JIPMER, and government hospitals, HLL now plans to expand AMRIT’s reach nationwide.
The next phase of growth includes customer-focused enhancements such as home delivery services, improved product availability, digital integration, and broader accessibility-all in line with India’s healthcare inclusion goals.
Founded in 1966 and headquartered in Kerala, HLL Lifecare also operates HINDLABS, a diagnostics brand, and is a global manufacturer of healthcare products including contraceptives, pharmaceuticals, and hospital equipment.
