HLL Lifecare Limited has stepped into its Diamond Jubilee year. That’s 60 years of consistent presence in India’s healthcare landscape. However, instead of merely marking the milestone with nostalgia, HLL is actively reshaping its journey—with customer experience (CX) at the heart of its expansion.
Founded on March 1, 1966, HLL began with a singular mission: to produce quality contraceptives. Its first factory in Peroorkada, Thiruvananthapuram, opened on April 5, 1969. Since then, HLL has evolved into a multi-dimensional public sector enterprise. Today, it provides solutions in diagnostics, pharmaceuticals, infrastructure, consultancy, retail, and more. This journey from product to ecosystem is also a journey from service delivery to customer experience.
Expanding with a Purpose
With its 60th anniversary celebrations underway, HLL has revealed ambitious plans. It will now enter newer domains—food and nutrition, mental health, and even veterinary healthcare. These plans aren’t just about expanding markets. They reflect a deeper commitment to creating value at every point of care.
Customers today expect more than service—they expect continuity, empathy, and outcomes. HLL’s expansion seems to answer this shift. By stepping into holistic wellness, it aims to provide integrated care solutions. And this, in many ways, is the foundation of modern CX.
Product to Experience: The HLL Evolution
HLL initially focused on manufacturing. Over time, it became a leader in public health products. But as healthcare systems transformed, HLL adapted too. Today, it doesn’t just sell products—it delivers experiences.
Take Hindlabs, for instance. These diagnostic centers offer high-quality imaging at affordable rates. In cities where access to reliable diagnostics is limited or costly, Hindlabs fills a critical gap. Patients get clear reports, shorter wait times, and courteous service. That’s CX in action.
Then there’s AMRIT. Through these pharmacies, HLL provides life-saving drugs, implants, and equipment—at much lower prices than the market average. For families managing chronic illness or emergency care, affordability is often the first experience of trust.
And let’s not forget HLL Opticals. Vision care is now part of HLL’s diversified portfolio. Here too, the focus remains on accessibility, quality, and ease of service.
Community-first: The Public Health CX
What sets HLL apart is its public-first approach. CX isn’t just about the paying customer—it includes the citizen, the underserved, the unseen.
During the COVID-19 pandemic, HLL proved its mettle. It mobilized resources. It manufactured and supplied critical items. Also, it partnered with governments. In fact, it showed that agility in service, even under pressure, defines lasting customer trust.
Moreover, HLL runs programs in waste management and menstrual hygiene. These aren’t traditionally seen as CX initiatives, but they should be. They improve public well-being. They build long-term trust. And they position HLL as a partner, not just a provider.
National Reach, Local Impact
HLL currently operates eight advanced factories and 22 regional offices across India. Its products are available through more than 200,000 retail outlets. Five subsidiaries further support its operations.
This footprint allows HLL to scale solutions without losing personal touch. Each outlet is not just a distribution point—it’s a customer touchpoint. Whether it’s a woman buying sanitary products or a family purchasing affordable medicines, the experience matters.
Even globally, HLL is building a reputation. Its exports now reach more than 80 countries. This global reach adds another layer of CX complexity. Yet, HLL maintains its standards. It adapts to local needs while holding on to its core promise—quality, access, and trust.
Internal CX: Happy Employees, Stronger Service
Customer experience doesn’t start at the counter—it starts behind the scenes. And HLL understands this well.
On Factory Day, celebrated as part of the Jubilee, HLL didn’t just host dignitaries. It built a new walkway for employees. Small as it may seem, this gesture shows something important. A company that cares for its workforce builds a culture of care. And that culture extends to customers.
Leaders like Dr. Anitha Thampi (CMD i/c) and Director (Marketing) N. Ajith were present, along with senior HR heads and unit chiefs. Their presence wasn’t symbolic. It reinforced a message: people matter—inside and out.
Education and Outreach: Beyond the Transaction
CX is also about proactive communication. HLL’s Jubilee plans include year-long public health outreach programs. These will educate communities, especially in remote areas. They’ll empower people with knowledge. When customers feel informed, they feel in control. That’s the kind of empowerment that builds loyalty.
Furthermore, HLL will host national symposiums led by health experts. These conversations won’t just shape policy. They’ll influence perception. And in healthcare, perception is experience.
CX in the Public Sector: A New Benchmark
Public sector enterprises often get criticized for slow service or lack of innovation. HLL breaks that mold. It shows that government-backed organizations can lead on CX too.
By combining social responsibility with business agility, HLL offers a blueprint for others to follow. Its ability to operate with transparency, scale, and customer focus gives it a unique place in India’s healthcare story.
Moreover, as a Mini Ratna PSU, HLL proves that recognition and performance go hand in hand. CX isn’t just a private sector metric anymore. It’s a universal expectation.
The Road Ahead: CX as Strategy
So, what lies ahead for HLL?
With plans to venture into mental health and nutrition, it signals a shift from illness treatment to wellness promotion. This aligns with modern healthcare models, where prevention and lifestyle are gaining importance.
As customers demand more convenience, digital access, and empathy in service, HLL will need to evolve further. Perhaps teleconsultation, e-pharmacies, or mobile labs could be next. But if the past 60 years are any indication, HLL will rise to the challenge.
Its strength lies in its mission. Its growth lies in its execution. And its future lies in designing meaningful experiences for every citizen it touches.
Conclusion
As HLL Lifecare Limited celebrates 60 years of service, it offers more than a success story. It offers a living case study on how to embed CX in public healthcare. Through continuous innovation, inclusive service, and a relentless focus on access, HLL has shown that great customer experience is not just about transactions—it’s about trust, transformation, and togetherness.
