Introducing pocket-friendly medicines in a price-sensitive market like India was a revolutionary strategy that made a big difference. "It took us 2-3 years to establish (ourselves). Though our medicines were half the price or even lower compared to our competitors, we were as effective. We were also earning - it's not that we were doing charity. We knew the secrets of the trade; there was no funny business. Once we succeeded, we were motivated, encouraged and there was no looking back," said Ramesh Juneja, chairman and wholetime director of Mankind Pharma.