The 'Jan Aushadhi' scheme launched in 2008 by the UPA government to sell low-cost generic medicines was re-branded twice by the Modi government in the last three years. Now the advertising and marketing of the flagship programme for the poor has taken a complete saffron and BJP hue -- literally. The saffron-hued logo of the scheme -- with Bha Ja Pa in Devanagari, also the short form for the Bharatiya Janata Party (BJP) in Hindi -- stands out starkly.

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'Jan Aushadhi Medical Store', whose name has also changed to Pradhan Mantri Bhartiya Janaushadhi Kendra with a photo of Modi and the new logo.

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