In Ecuadorian cities in the mid-1990s pharmacies were plentiful, but they catered to middle and high-income customers, neglecting the urban poor. Against this backdrop, Corporación Grupo Fybeca S.A. (GPF), a pharmaceutical retailer, saw an opportunity to complement its high-end pharmacy chain, Fybeca, with a down market chain so that customers could access quality medicines at economical prices. In 2000, the retail company launched SanaSana — its first pharmacy for low-income customers.