Sharma, V: Affordability For The Poor and Profitability For

"Affordability for the Poor & Profitability for the Provider" is the strategic proposition of this work encomassing Market Development through Business Opportunity Development with a concentric effort focussing on Provision of Health Care to All. Based on the empirical findings suggestive of the rural poor‘s desire for better health care services, willingness for health-insurance cover, willingness to pay and the expanding gaps in the provision of health care services this work suggests an alternative model for the provision of Health Care to the said population. The proposition encompasses the State of Uttar Pradesh (a province in India), having a population of 166 million out of which 111.5 million is rural, distributed in 1,12,539 villages whereas about 80% of the poor households live in rural areas of the state constituting around 8% of the poor population of the world.This study is also suggestive of a relationship of a society being healthy and a society being harmonious.The Proposed model has a scope of being replicated with other concerns at the core and still being integrated with Market and Business Opportunity Development.