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  • Healthcare Products RESEARCH METHEDOLOGYSTATEMENT OF THE PROBLEM: - To study The Indian pharmaceutical market and study the effect of healthcare products on pharmaceutical market.OBJECTIVES 1. To get information about Indian pharmaceutical market. 2. To understand the healthcare products contribution and its effect on pharmaceutical market. 3. To evaluate the prescribed and OTC healthcare products market. 4. To evaluate consumers as well as doctors attitude (loyalty, retention) towards healthcare products. 5. To study how effective is the advertising campaign and other sales promotion tools for OTC products 6. To study the upcoming opportunities for healthcare products in domestic pharmaceutical market.RESEARCH DESIGN  Descriptive studies • Much of social research is conducted to explore a topic or to provide a beginning familiarity with that topic. • In planning and designing a specific research project, it is necessary to anticipate all the steps that have to undertaken to make the project successful.  Type of Sampling: Convenience sampling  Sample Size: 150  Location: AhmedabadNRIBM, AHMEDABAD 1
  • Healthcare ProductsDATA COLLECTION: Data collection is one of the most important factors that affect the project.  Primary Data: • Primary data would be collected only after the completion of secondary data collection. Interview with chemists, doctors. Also data would be collected on consumer preferences by interviewing consumers.  Secondary Data: The secondary data will be gathered through company brochures, company internal data already collected by the company researchers and websites. The main use of secondary data is in getting authenticated information. Like inthis case the secondary data would help in conducting structured interview. So it acts asinput for the primary data collection.BENEFICIARIES:-We as Researcher of management would be the most benefited. As this study will helpus to gain in depth and live knowledge and insight in to the Indian pharma market.The Organization, which showed interest to help me carry out this project, would alsobe benefited with the same. The Analysis of this project would give the organization thescope for the further updations of the information without flows.The colleagues will be benefited by this project as they will get chance to updates theirknowledge about Indian pharma market and healthcare products marketREASON FOR TAKEING UP THE PROJECT:- As we are more interested in healthcare products and its growing market, as well as opportunities for these products at OTC and direct selling. This project would provide us extra knowledge about the healthcare products market. This would certainly help me in adding value to my resume and also will help the company in which I will work with.HYPOTHESIS:NRIBM, AHMEDABAD 2
  • Healthcare ProductsHypothesis 1: More than 50% people seek information about drugs from chemist2.1 WORLD PHARMACEUTICAL MARKET  WORLD PHARMACEUTICAL MARKET TO CROSS $900 BILLION BY 2008 Though the pharmaceutical industry remains one of the most profitable and stableindustries, several macro-level variables are influencing fundamental changes in theindustry structure. The chief variables are: the increasing role of substitutes-genericpharmaceuticals threat; the threat of new entrants-emergence of bio-pharmaceuticals andgenome revolution; increasing buyer power-power of third party payers, governmentbuyers, and health maintenance organizations, and increased health awareness amongstpatients and changing suppliers-enhanced outsourcing in manufacturing and R&D.Additionally, changing world demographics (increasing graying of world population),stringent regulatory environment, declining R&D productivity, worldwide compliance ofGeneral Agreements on Tariffs and Trade (GATT) and Trade Related IntellectualProperty Rights (TRIPS) and emergence of e-pharmaceuticals is likely to reshape theindustry. The industry is comprised of 4 major sectors: ethical, generic, OTC andbiopharmaceutical. Ethical pharmaceuticals account for 74% of the total worldpharmaceutical market. The sector is growing at double-digit rates but is under increasingpressure owing to the strong competition from generic and biopharmaceutical sectors.The ethical sector is increasing by relying on blockbusters and innovative medicines todrive its growth. Life-style diseases will continue to drive the growth of this sector. Thechange in the life-styles would fuel demand for cardio-vascular agents, CNS (centralnervous system) and alimentary/metabolism products. The generic pharmaceutical sector currently valued at $30.5 billion, holds 6% ofthe total world pharmaceutical market. This sector is expected to increase its penetrationNRIBM, AHMEDABAD 3
  • Healthcare Productsin the world pharmaceutical market to 7% by 2008. The sectors growth will continue tobe fueled by patent expirations worth $80 billion through 2010. Global Diseases Most Neglected Diseases Neglected Diseases World pharmaceutical market > $646 bn in 2006Most neglected diseases lie outside the world pharmaceutical market Increasing health awareness, patent expiration, and increasing marketingactivities by the OTC manufacturers have fueled the growth of the OTC pharmaceuticalsector. The OTC pharmaceutical sector is valued at $73.8 billion and is expected to reach$101 billion by 2008. Biopharmaceuticals are an increasingly becoming popular mode oftreatment owing to their efficacy and ability to treat hard-to-treat conditions. The sector iscurrently valued at $31 billion and is growing at double the rate of the ethical sector. The industry is witnessing continued consolidation. The top 10 companies sharehas improved from 28% in 1990 to 46% in 2002. Companies are increasingly focusing onmergers and acquisitions, in-licensing activities, co-development, and co-marketingactivities in order to remain competitive and create value for their share holders. Leadingethical pharmaceutical companies are increasingly venturing into biopharmaceuticals,generic pharmaceuticals, etc. as a mode for organic growth. Generic pharmaceuticals areincreasingly becoming a formidable force in the market. They are increasingly becomingglobal in nature, segmenting (super generics, bio generics, specialty generics, etc.) inNRIBM, AHMEDABAD 4
  • Healthcare Productstheir quest for survival. Biopharmaceutical companies like Amgen and Genetech arecompeting head-on with the big pharma in the market place. North America is thebiggest market for pharmaceuticals with about 50% share of the total worldpharmaceutical market. Overall, the 10 leading markets cover 70% of the ethicalpharmaceutical market. Some key markets like Japan and Latin America are decliningowing to the economic crises affecting their countries. Asia in particular is emerging as aleading pharmaceutical market. The impending WTO/GATT implementation in 2005 isaligning the world pharmaceutical market into one global market.The pharmaceutical market world wide Among audited therapy classes, the top-ranked lipid regulators classincreased 7.5 percent to $35.2 billion, despite patent loss from simvastatin and pravastatinin major markets. New generics entries, growth of innovative products such as Crestor®NRIBM, AHMEDABAD 5
  • Healthcare Productsand Vytorin®, and the increasing demand for lipid regulators among Medicare Part Dpatients in the U.S. continued to drive volume gains for this class. Oncologics reached $34.6 billion in sales in 2006, up 20.5 percent. Thissignificant growth, the highest among the top ten therapeutic classes, was fueled bystrong acceptance of innovative and effective therapies that are reshaping the approach tocancer treatments and outcomes. In 2006, innovation in oncology was particularly active,with more than 380 compounds in development. Half of the oncology products in late-stage development are targeted therapies — treatments directed at specific moleculesinvolved with carcinogenesis and tumor growth. Targeted therapies have revolutionized the way cancer is being treated —openingup the possibility that many forms of the disease can be fought through long-termmaintenance therapy,” said Titus Plattel, vice president, IMS Oncology. “These therapiesare helping to win individual battles against cancer, enabling us to think of it as a chronicillness, rather than a life-ending one. With the industry’s innovation and ongoingscientific advances, growth in targeted therapies will continue to be very strong and theoutcomes even more impressive. Respiratory agents were the third-largest therapy class last year, with 10 percentgrowth in sales to $24.6 billion. Another therapeutic class experiencing high growth wasautoimmune agents, which grew at a 20 percent pace in 2006 to $10.6 billion in sales.Ranked twelfth in size among leading classes, growth in autoimmune agents was fueledby the increased use of anti-TNF agents such as Remicade® and Humira® and theexpansion of approved indications for these products. Despite continued expansion of thepharmaceutical market, underlying dynamics continue to alter the landscape. In 2006,products with sales in excess of $18 billion lost their patent protection in seven keymarkets — including the U.S., which represents more than $14 billion of these sales.With high uptake of lower-cost therapies replacing branded products in classes such aslipid regulators, antidepressants, platelet aggregation inhibitors, antiemetics andrespiratory agents, generics will assume a more central role as payers seek to restrict thegrowth of healthcare expenditures. Another factor influencing the market is theincreasingly active role of patients as they take charge of their health and demand greateraccess to therapies that will improve or prolong their lives.NRIBM, AHMEDABAD 6
  • Healthcare Products Total global pharmaceutical sales include audited and estimated unauditedinformation. These pharmaceutical sales are derived from IMS audits, which cover 94percent of the market, while the remaining 6 percent are estimates derived from IMSMarket Prognosis TM. Growth in sales is measured in constant dollars, enabling analyseswithout the influence of fluctuating currency exchange rates. Pharmaceutical sales figuresare measured in current US dollars, include prescription and certain over-the-counterdata, and reflect ex-manufacturer pricesNRIBM, AHMEDABAD 7
  • Healthcare ProductsWORLD SCENARIO • The world market for the pharmaceuticals was valued at US $ 250 billion in 1994 and it is expected to reach US $ 350 billion in the year 2000. • Estimated at 538 million, the world’s population in 1991 was 11% larger than in 1985 and almost 21% larger than a decade ago. • The USA, European Unions and Japan are the biggest markets for drug formulations (USA 30 billion, E.U. 40 billion, Japan 31 billion in 1992). • All new drugs are marketed first in one of these countries. The introductory prices are thus, related to the average per capita income of these countries and are generally out of reach of developing countries. • The Pharmaceutical market worldwide, valued at US $ 247.9 billion in 1994 is forecast to grow to US$ 342 billion by 1999 representing a compounded annual growth rate of 7.1%. • As per US FDA, of the 348 new drugs placed in the market in the 80’s by top 25 drug companies 91 (26%) were new molecules. Even of these, 60 were classified under “C” category. This means, only 10% of the drugs introduced in 80’s offered significant therapeutic gains over the existing drugs. • In the USA and Japan together constitute 45% sale on non-communist world pharmaceutical market. The 50 largest companies produced 66% of the world output of drugs and pharmaceuticals, and also supply 50% of the pharmaceutical requirements of the developing countries. • Among the world’s largest 200 odd pharmaceutical firms, 50 are Japanese and 33 are US firms. The world trade in pharmaceutics is also dominated by the developed countries, which account for over 90% of world exports and about 70% of world’s imports. • Though the imports of the developing countries are significant at 25% of total world pharmaceutical imports, their exports account for barely 6 to 8%.NRIBM, AHMEDABAD 8
  • Healthcare Products • The market for bulk pharmaceutical chemicals are estimated at US $ 32 billion in 1994, is expected to reach US$ 35 billion by 2000. • During the mid nineties more than US $ 100 billion worth of mergers and acquisitions, involving over 15 major companies have taken place worldwide. • The US market in generic, is growing at around 20% annually and will conservatively worth about US $ 15 billion by the year 2000. • The estimated figure for the generic markets worldwide is about $ 25 to 30 billion. In the next five years it is expected to increase $ 50 billion. • Globally, over the last 50 years, about 30% of the drugs have come from academic research while 70% of drugs have been from the product of industrial research. • In Germany, more than 50% of the prescriptions are for Generics, though they account for only 14% by value. • Worldwide, the business for OTC is estimated to be $ 44.8 billion and enjoys a market share of 28% in the US, 15% in the European Union. • The worldwide pharmaceutical market in 1996 reached US$296.4 billion at ex- manufactured prices, up by 4% over 1995. The highest growth was in North America and Latin America, which posted figures of 12% and 8% respectively, while sales in Africa, Asia, and Australia regions fell by 6%. Within North America US achieved 12% growth to US$ 98.6 billion, while sales in Canada by 5% to US$ 4 billion. • In 1996, the Italian market grew at 11%, US at 10% and Indian market at 15.8%. • In the US, about 40 drugs worth $ 16 billion are set to lose patent by the end of 2002. • The world pharmaceutical market is expected to grow at compounded annual growth rate of 6.2% and expected to reach $ 378 billion in 2001. Southeast Asia and China are likely to see the largest jump in market share during the period from 5% in 1997 to 7% in 2001. • The world exports of pharmaceutical has increased to US $ 14.4 billion in 1983 to US $ 35 billion in 1993 and is currently around US $ 50 billion giving aNRIBM, AHMEDABAD 9
  • Healthcare Products compounded annual growth rate of around 13%. The world trade in pharmaceuticals is dominated by the developed countries, which account for over 90% of the world’s export. • The developing countries together accounted for only 5 to 7% of world pharmaceutical exports; China, India, Hong Kong, Singapore and South Korea are the major exporters. Worldwide Pharmaceutical Market by Sectors, 2000-2003 and 2008 ($ Billions)NRIBM, AHMEDABAD 10
  • Healthcare Products2.2 Indian Pharmaceutical Industry“The Indian pharmaceutical industry is a success story providing employment formillions and ensuring that essential drugs at affordable prices are available to the vastpopulation of this sub-continent.”Richard Gerster In the early years after independence, the sole players in the industry weremultinationals such as Glaxo, Pfizer, and Parke-Davis. The companies both imported andmanufactured formulations. The industry saw the emergence of domestic companies afterthe passage of the Indian Patents Act in 1970, which offered protection against patentviolation charges. Thus was born in India the phenomenon of “reverse engineering,”whereby altering some stage in the process of manufacturing a molecule made it possibleto secure an Indian process patent. As a result, domestic firms copied Western productsovernight. Inherent domestic advantages included the availability of skilled scientificpersonnel; the low cost of raw material, production, and labor; and government policy(such as exemption from excise duties) that supported indigenous production in theprivate small-scale industry (SSI) sector. The speed at which new product technologieswere adopted and the ability of Indian companies to develop cost-effective processes andeffective distribution systems has been phenomenal. The industry can be divided into the organized sector and the SSI sector. TheIndian pharmaceutical industry is highly fragmented, with 15,000-plus licensedmanufacturing units. About 300 are in the organized sector, of which multinationalsaccount for about 40%. Together, the top ten industry players account for only 30% ofmarket share; the top company, Glaxo- Wellcome, has only 5.7%. The market share ofmultinationals has decreased from 75% in 1971 to approximately 35% at present, whilethat of Indian companies has increased to 65%.13 While in 2001 the top fivemultinationals grew at a rate of 7.2%, the top five domestic companies grew at 14%.14 ANRIBM, AHMEDABAD 11
  • Healthcare Productsreport by McKinsey predicts that the industry will further grow at a CAGR of 19% toreach $25 billion in revenue by 2010.15 It is expected that $18 billion to $19 billion willcome from existing operations and the rest from new drug discovery and researchservices. The market capitalization of Indian pharmaceutical companies is projected togrow dramatically to $150 billion from the present $15 billion to $20 billion. The newIndian Pharmaceutical Alliance (IPA) consists of 11 leading domestic companies,including Dr. Reddy’s Laboratories, Ranbaxy, and Cipla. They contribute about 30% ofthe country’s pharmaceutical exports and share over 30% of the domestic market. Theirannual R&D accounts for 92% of total pharmaceutical R&D expenditure in the privatesector. The alliance was formed primarily to lobby the government on policy issues, suchas price regulation, evolution of a patent regime that will honor TRIPS, and upgrading theregulatory framework to prepare Indian companies for international competition The Indian Pharmaceutical Industry today is in the front rank of India’sscience-based industries with wide ranging capabilities in the complex field of drugmanufacture and technology. A highly organized sector, the Indian Pharma Industry isestimated to be worth $ 4.5 billion, growing at about 8 to 9 percent annually. It ranks veryhigh in the third world, in terms of technology, quality and range of medicinesmanufactured. From simple headache pills to sophisticated antibiotics and complexcardiac compounds, almost every type of medicine is now made indigenously. Playing akey role in promoting and sustaining development in the vital field of medicines, IndianPharma Industry boasts of quality producers and many units approved by regulatoryauthorities in USA and UK. International companies associated with this sector havestimulated, assisted and spearheaded this dynamic development in the past 53 years andhelped to put India on the pharmaceutical map of the world. The Indian Pharmaceuticalsector is highly fragmented with more than 20,000 registered units. It has expandeddrastically in the last two decades. The leading 250 pharmaceutical companies control70% of the market with market leader holding nearly 7% of the market share. It is anextremely fragmented market with severe price competition and government pricecontrol. The pharmaceutical industry in India meets around 70% of the countrys demandfor bulk drugs, drug intermediates, pharmaceutical formulations, chemicals, tablets,capsules, orals and injectibles. There are about 250 large units and about 8000 SmallNRIBM, AHMEDABAD 12
  • Healthcare ProductsScale Units, which form the core of the pharmaceutical industry in India (including 5Central Public Sector Units). These units produce the complete range of pharmaceuticalformulations, i.e., medicines ready for consumption by patients and about 350 bulk drugs,i.e., chemicals having therapeutic value and used for production of pharmaceuticalformulations. Following the de-licensing of the pharmaceutical industry, industriallicensing for most of the drugs and pharmaceutical products has been done away with.Manufacturers are free to produce any drug duly approved by the Drug ControlAuthority. Technologically strong and totally self-reliant, the pharmaceutical industry inIndia has low costs of production, low R&D costs, innovative scientific manpower,strength of national laboratories and an increasing balance of trade. The PharmaceuticalIndustry, with its rich scientific talents and research capabilities, supported by IntellectualProperty Protection regime is well set to take on the international market.GOVERNMENT POLICIESIndias new product patent regime is the result of the WTOs Doha Round of negotiationsin 2001. Final agreement was reached on TRIPS ground rules for patent protection amongWTO member countries, stating that both processes and products should be protected.Subsequently, on March 22, 2005, Indias parliament approved the Patents (Amendment)Act 2005, bringing in a system of product patents backdated to January 1, 2005. The newregime protects only products arriving on the market after January 1, 1995, abolishing theprevious process patent system established by the 1970 Patent Act. The industry is alsowaiting to see whether the government will follow international guidelines governingcompulsory licensing, the process by which the TRIPS agreement permits governments,in special cases, to waive the patent on a particular medicine. Elsewhere in the world, thetrade treaty allows compulsory licenses to be issued in response to a national emergency,but in India they may currently be invoked due to factors such as the reasonability of aproducts price, and its potential for export and local manufacturing, among other issues.Government policy in this area needs to be more clearly defined In a country lacking the assurance of free health care for all (not to talk of aneffective health insurance system), it is the poor patients family who must pay the bill.This was the justification for the policy. But it killed any incentive to invest in R& DNRIBM, AHMEDABAD 13
  • Healthcare Products(Research and Development), which makes global drug manufacturers what they are:leader of mankinds war on disease. Indias per capital consumption of drugs is said to bejust $3. In the US its over $100 and in Japan, over $400. India has about 20% of theworlds disease burden (with just 16% of its population). Western spending is highbecause in a system where the government pays the bills, the patient gets themselvesprescribed all sorts of pills for ailments that arent terribly serious. But why is Indianspending so low? Only 35% of the population has access to modern (read allopathic)medicines. India has alternative system of medicines, Ayurveds, e.g. are not quacks,neither are homeopaths who make their own medicines. India also exports sizable quantities of drugs & pharmaceuticals. Morecompanies are now venturing into traditional health care systems beside modernmedicine. With the launching of new drugs policy, all bulk drug formulation andintermediaries except five bulk drugs have been de-licensed. Many drugs that were hitherto under price control have been taken out of such control. Actually the list of controlleddrugs has been halved and is limited to 73 items. Higher rate of return has been allowedfor those drugs that are still under price control. Companies with 51 percent foreignequity have been brought on par with wholly Indian companies; automatic clearancewould be given for 51 percent foreign equity automatic approval would be given forforeign technology agreement as well. Earlier such companies had restriction on theproduct they could manufacture or import. A National Drug Authority is to be set up tomonitor quality control and rational use of medicine. A national pharmaceutical pricingauthority is also to be set up to fix prices in respect of drug, which would continue to beunder price control (Ramaswamy & Meerakumari 1988). Recent budget proposal hasannounced a 10 percent drop in the peak customs duty, which will benefit formulatorsand transnational pharmaceutical companies with high raw material import contents, butfalling traffic barriers also threaten the future of the bulk drug players. However, the 8percent increase will not have a negative impact on formulators as the increase willenable a full set off under MODVAT (Modified Value Added Tax). Similarly, the 10percent reduction in the tax on income from royalty and technical fees paid to foreigncompanies may not affect domestic companies at all. But high spenders on R & D likeRanbaxyTM, CiplaTM and WockhardtTM will gain. This along with the rising ofNRIBM, AHMEDABAD 14
  • Healthcare Productsinvestment limits in overseas joint ventures and offices under the Export Earners ForeignCurrency Account, will provide a strong dose of incentive for Indias pharmaceuticalcompanies to go global.ADVANTAGE INDIA Competent workforce: India has a pool of personnel with high managerial andtechnical competence as also skilled workforce. It has an educated work force andEnglish is commonly used. Professional services are easily available. Cost-effective chemical synthesis: Its track record of development, particularly inthe area of improved cost-beneficial chemical synthesis for various drug molecules isexcellent. It provides a wide variety of bulk drugs and exports sophisticated bulk drugs.Legal & Financial Framework: India has a 53 year old democracy and hence has a solidlegal framework and strong financial markets. There is already an establishedinternational industry and business community. Information & Technology: It has a goodNRIBM, AHMEDABAD 15
  • Healthcare Productsnetwork of world-class educational institutions and established strengths in InformationTechnology. Globalization: The country is committed to a free market economy andglobalization. Above all, it has a 70 million middle class market, which is continuouslygrowing. Consolidation: For the first time in many years, the internationalpharmaceutical industry is finding great opportunities in India. The process ofconsolidation, which has become a generalized phenomenon in the world pharmaceuticalindustry, has started taking place in IndiaTHE GROWTH SCENARIO Indias US$ 3.1 billion pharmaceutical industry is growing at the rate of 14 percentper year. It is one of the largest and most advanced among the developing countries.Over 20,000 registered pharmaceutical manufacturers exist in the country. The domesticpharmaceuticals industry output is expected to exceed Rs260 billion in the financial year2002, which accounts for merely 1.3% of the global pharmaceutical sector. Of this, bulkdrugs will account for Rs 54 bn (21%) and formulations, the remaining Rs 210 bn (79%).In financial year 2001, imports were Rs 20 bn while exports were Rs87 bn.NRIBM, AHMEDABAD 16
  • Healthcare ProductsSTEPS TO STRENGTHEN THE INDUSTRY Indian companies need to attain the right product-mix for sustained future growth.Core competencies will play an important role in determining the future of many Indianpharmaceutical companies in the post product-patent regime after 2005. Indiancompanies, in an effort to consolidate their position, will have to increasingly look atmerger and acquisition options of either companies or products. This would help them tooffset loss of new product options, improve their R&D efforts and improve distribution topenetrate markets. Research and development has always taken the back seat amongstIndian pharmaceutical companies. In order to stay competitive in the future, Indiancompanies will have to refocus and invest heavily in R&D. The Indian pharmaceutical industry also needs to take advantage of the recentadvances in biotechnology and information technology. The future of the industry will bedetermined by how well it markets its products to several regions and distributes risks, itsforward and backward integration capabilities, its R&D, its consolidation throughmergers and acquisitions, co-marketing and licensing agreements. • In India, medicines account for 2.5% in hospitalization and .5% in domiciliary treatment cost. • India’s exports of bulk actives and intermediates is expected to grow from the current level of US $ 420 billion to about US$ 890 million in the year 2001. • The Indian Pharmaceutical market is expected to expand from the US$2.7 billion in 1995 to US$ 5.8 billion (+ 16%) in 2001 and US$ 13.billion (+18% by 2006). • There could be sharp dip in the growth rate in the population in India, which is already down to about 1.7% year and is projected to go down further to about 1.5% by the turn of the century and to roughly 1% by2010. • OTC Pharmaceutical business is India is expected to jump from Rs.10 billion at present to Rs.25 billion by 2002. • Indian’s per capita expenditure for healthcare remains Rs.115.5 compared to the US (Rs.6876.00) and Japan (Rs.14, 832).NRIBM, AHMEDABAD 17
  • Healthcare Products • In India the values for pharmaceutical production of bulk drugs and formulations in 1995-96 were US$499 million and US$ 2.5 billion respectively. • The Indian Pharmaceutical market ranks about 20th in the world and accounts for less than 1% of world market. It is expected by 2003; the market could be worth of $ 7-9 billion (Rs.280 billion to Rs.360 billion). • India accounts for 6% of all bulk drugs export. There are about 250 large/medium units and about 8000 small-scale units in operations, which form the core of the industry. There are about 350 bulk drugs i.e. active pharmaceutical molecules having therapeutic values and used for production of pharmaceuticals, which accounts for, majority of formulations produced in the country. • During the year ending March 1998, pharmaceutical companies for various bulk drugs, formulations and intermediates filed 265 IEMs. These IEMs are expected to generate employment for about 19000 people and there would be an investment of approximately Rs.4.1 billion on these projects. During the same period foreign investment proposal worth approx. Rs.1.6 billion were approved. • Between August 1991 and March 1998, Gujarat received 5174 proposals for the projects and topped the list in terms of value of investment, which was estimated to be Rs.1379 billion during that period. Next to Gujarat were Maharashtra and other States receiving more than 5% of the investment proposal are Tamil Nadu, Andhra Pradesh, Karnataka, Uttar Pradesh, Punjab and Madhya Pradesh. • The top 12 companies in India together will have a turnover of around 50 billion in the domestic market by 2005, or approximately 25% of industry turnover. About half a dozen companies with a turnover of Rs.35 billion by 2005 will be able to spend about 8% of their turnover on research.NRIBM, AHMEDABAD 18
  • Healthcare Products According to estimates, contract research and manufacturing (CRAMS) market inIndia was valued at US$ 532.10 million in 2005, of which contract manufacturing accounted for84% of the total market, while the remaining 16% was accounted by contract research excludingclinical trials. Both the segments of CRAMS have registered a robust growth of over 40% in2005 over the previous year. On clinical trials, the Paper comments that in 2005, the industry for clinical trials in Indiawas US$ 100 million. This market is growing at an accelerated pace. India offers a lot ofadvantages in the clinical trials domain such as cost advantage compared to Western countries. On advantages offered by India in CRAMS and clinical trials domain as per the Paper say“today the cost of hiring a medicinal chemist in the US is very high, approx. US$250,000-300,000 per year. The US pharma industry employs roughly 50,000 chemists. Indiandiscovery research outfits charge global pharma companies around US$ 60,000 per chemistwhich is roughly one-fifty of what the pharma companies pay abroad. While it is difficult to pindown an average pay for chemists in India for doing a similar work, conservative estimates NRIBM, AHMEDABAD 19
  • Healthcare Productssuggest it to be around Rs. 1 million per annum. So it is a win-win situation the overseas pharmasaves about 50% cost and the Indian company makes it about 50% margin. On increasing R&D spend of Indian companies, the Paper highlights “majorpharmaceutical companies in India are the main R&D investor in the country. The R&D spend(capital and current) of these major companies has grown at CAGR of 38% during the period2000-01 to 2005-06. In 2005-06, the R&D expenditure of 50 major companies totaled US$495.19 million growing at a rate of 26% over the previous year. The higher growth rate isattributed to product patent implementation in the country in January 2005”. NRIBM, AHMEDABAD 20
  • Healthcare ProductsNRIBM, AHMEDABAD 21
  • Healthcare Products2.3 THE GUJARAT SCENARIO • On 1st May 1960 Gujarat State got separated from greater Bombay State. Prior to that, about hundred years, Gujarat based Companies like Alembic Chemical Works Ltd. And Sarabhai Chemicals were producing Galenicals, Syrups, Elixirs, Powders, and Extracts etc. • At the time of independence, India was not self-sufficient for medicines. Many of formulations and bulk drugs were imported. Exports of medicine were almost negligible. Total production of Pharmaceutical products in 1947 – the year of independence - was in the tune of Rs.100 million only. • Both – Government and Pharmaceutical Industry to increase production of bulk drugs and formulations, made rigorous efforts. Entrepreneurship of manufacturers helped to make the country almost self-reliable and today about 95% of the bulk drugs and formulations are produced locally. • Gujarat accounts for about 40% of pharmaceutical production. • Total 4196 manufacturing units engaged in manufacturing of Allopathic, Ayurvedic, HomeopathicNRIBM, AHMEDABAD 22
  • Healthcare Products3.1 INDIAN OTC MARKETDoes India need more OTC drugs? – An IDMA viewIndian Drug Manufacturers’ Association (IDMA) is of the opinion that the products to besold through OTC route should an absolute minimum as the country does not have therequired infrastructure nor qualified pharmacists. Low literacy and education amongst theconsumers of medicines also makes it all the more necessary to be extremely cautions onthis-front.In an effort to tackle the issue an expert committee formed by IDMA worked out a draftproposal on the problems of expanding OTC drug list and submitted to the DGC (I) on28th October 2005. The following is the text of the proposal.OTC-SCENARIO The Indian market for over-the-counter medicines (OTCs) is worth about $940million and is growing 20 per cent a year, or double the rate for prescription medicines.The government is keen to widen the availability of OTCs to outlets other thanpharmacies, and the Organisation of Pharmaceutical Producers of India (OPPI) has calledfor selling OTCs in post offices. Developing an innovative new drug, from discovery to worldwide marketing, nowinvolves investments of around $1 billion, and the global industrys profitability is underconstant attack as costs continue to rise and prices come under pressure. Pharmaceuticalproduction costs are almost 50 per cent lower in India than in Western nations, whileoverall R&D costs are about one-eighth and clinical trial expenses around one-tenth ofWestern levels. Indias long-established manufacturing base also offers a large, well-educated, English-speaking workforce with 700,000 scientists and engineers graduatingevery year, including 122,000 chemists and chemical engineers, with 1,500 PhDs. Theindustry provides the highest intellectual capital per dollar worldwide, says OPPI. The industrys exports were worth more than $3.75 billion in 2004-05 andthey have been growing at a compound annual rate of 22.7 per cent over the last fewNRIBM, AHMEDABAD 23
  • Healthcare Productsyears, according to the governments draft National Pharmaceuticals Policy for 2006,published in January 2006. The Policy estimates that, by the year 2010, the industry hasthe potential to achieve $22.40 billion in formulations, with bulk drug production goingup to 5.60 billion from $1.79 billion. "Indias rich human capital is believed to be thestrongest asset for this knowledge-led industry. Various studies show that the scientifictalent pool of 4 million Indians is the second-largest English-speaking group worldwide,after USA." In India the prescription drugs are listed under Schedule H. There are about570 modules in this category that are stocked in a total of 5 to 8 lakh retail chemists.Currently, non pharmacy stores can sell a few drugs on the schedule K of the Drugs &Cosmetics Act in rural areas in villages, whose population is below 1,000,LEAGAL ASPECTSCODE OF STANDARDS FOR ADVERTISING OF MEDICINES AND TREATMENT: 1. Rule 106 of the Drugs Rules, 1945, provides that, no drug may convey to the intending user thereof any idea that it may prevent or cure one or mere of the diseases or ailment specified in Schedule J. this Schedule includes: Blindness, bright diseases, cancer, cataract, deafness, delayed menstruation, diabetes, epilepsy, hydrocele, infantile paralysis, leprosy, leucoderma, lockjaw, locomotor ataxia, insanity, tuberculosis, tumours, venereal diseases(in general),fevers (in general),fits glaucoma, goiter,gonorrhea,soft cancer, heart diseases, high blood pressure, lupus,obesity,paralysis,lague,rupture,sexual impotence and small pox. 2. No drugs may purport or claim to procure or assist to procure or may convey to the intending user there of any idea that it may procure or assist procure miscarriage in woman. Thus drug or formulation meant for any of the conditions as listed in schedule J is not suitable and to be permitted for marketing it as OTC.In 2005 the Indian OTC segment is Rs 4500 crore it could be considered as Rest 17000crores if cosmeceuticals & neutraceuticles are also included. The global OTC market isprojected to be USD 75 billion (roughly INR 375,000 crores) with a cumulative annualgrowth rate (CAGR) of 4.5%. the CAGR for Indian OTC markets is currently hoveringbetween 12% and 15% and this is much faster than OTC market growth of mostdeveloping countries.NRIBM, AHMEDABAD 24
  • Healthcare ProductsDue to changing trends and consumer awareness, the OTC market is contemplated asfuture growth driver. Besides India has the lowest per capita medicine spend of USD 0.5vis-a vis USD 55 for USA. The present low per capita medicine spend couled with thefast growth of Indian OTC market is the basis on which the MNCs are pushing worthmeasure to enhance the OTC market- basically by increasing the number of drugs thatcould advertised. Recently, the Organization of Pharmaceutical Producers of India (OPPI)has submitted a list of 11 molecules to the Drugs Controller General (India) (DCGI) to beexcluded from Schedule as art of its campaign to expand OTC segment.In India, Good Pharmacy Practices (GPs) are not followed by majority of the chemistshops, let alone the other outlets which could technically stocks OTC medicines. Badstorage, non compliance with the date of expiry and wrong advise on dosages can beextremely harmful to the consumer patient. The problem is not only of precipitatingserious side effects leading even to fatality, but that of meeting specified bioavailabilityand bioequivalence criteria of drugs, the sources said. Even an iron preparation can betoxic in normal doses, as improper storage can lead to oxidization. The government alsothinks that with over 7 lakh retail medical stores in the country which is too insufficient.This defeats the very premise of OPPI’s argument that more drugs be in OTC list so as tofacilitate their wider availability as far as adherence to prescription norms is concerned. Itis common knowledge that is developed countries. Indian chemists are too strict withrespect to having a warren prescription.Requirements of OTC marketingFor any product to be sold as OTC, it must be fulfill the following three criteria:-it must be safe.-it must be effective.-it must be for a condition that the patient can manage without supervision by licensedhealth professionals. Any drug which is to be shifted schedule H to OTC category isnaturally expected to be effective. The concerns would however be its safety and issuespertaining to unsupervised intakeSUPERVISION OF OTC DRUGSNRIBM, AHMEDABAD 25
  • Healthcare ProductsA key issue in OTC marketing is dispersing information pertaining to their safe usage asthese drugs will be taken without medical advice label claims with regards to diseasesymptoms, direction for use, warning, etc. is extremely important.The issues pertaining to OTC drugs’ safe usage are many in India:Drastic change in the labeling practices of DTC medicines have to be compulsorilyenforced if they have to e sold outside medical shops. Firstly, labeling of OTC medicineshas to be in local languages and all the instruction have to be in simple and easilyunderstandable words. At present, very few pharma companies are printing labels in locallanguages.Generally labels on OTC products also do not indicate specified dose forchildren. It has to be ensured that all OTC drugs specify the correct needs for children interms of qualities, frequency and duration of their intake.Some basic knowledge about medicines is also crucial amongst the traders who will beselling OTC products. This is an unachievable task knowing fully well that qualifiedpharmacists do not continuously man the chemist shops selling OTCs, let aloneknowledgeable sales force educating customers in other than chemist’s stores stockingsuch products.In absence of safe guards to facilities safe OTC products, the inclusions of NSAIDs likeibuprofen, mefenamic acid, ketoprofen & dictlofenac, gastrointestinals especially such asdomperidone and loperamide, as well as prochloreaine in particular, in the alreadyexisting non- prescription category is besieged with lurking dangers.WHY NEW DRUGS WHEN ALTERNATIVES ARE AVAILABLE?For diarrheas suitable options such as ORS are recommended as first line and areavailable. Then, why should Ioperamide is considered as OTC?In cough & cold segment instead of bromhexine, suitable cough-cold formulate arealready advertised. Even adhatoda vasica, from which bromhexine is derived, is availableas –OTC. Prochlorperazine is unthinkable as OTC. We already have suitable options tomanage the various causes of vomiting such as antacids for gastritis associated vomitingetc.3.2 HEALTHCARE GOODSNRIBM, AHMEDABAD 26
  • Healthcare ProductsINTRODUCTIONReduction in the time available for tending to personal health among the consumer hasled to the realization that some medicines and health supplement need to be present in thehome at all times. These have become a part of the monthly household grocer list.Examples of these products are chyawanrash, skin hygiene, sugar substitutes,rejuvenators, cough syrup, tablets like Crocin and balms for body aches.These kinds of products are the ones that are labeled as ‘fast moving health goods’. BothFMCG & pharma companies have products in this category; Many Ayurvedic pharmaplayers also enter in this market. E.g. P&G is FMCG Company which has products Vicks& crocin. While Paras pharmaceutical has D-cold brand & adusol from Dabur.CATEGORIESPAINKILLERIntroductionAnalgesics or painkillers are very common medications that doctors prescribe or a personmay buy over the counter to help relieve pain (of any kind). Over the counter pain killers(analgesics) such as Aspirin and Tylenol have become so common that theyare notconsidered “real medication”. Their lace in just about every household has made thebusiness of analgesics a very competitive one.There are three main types of analgesic (painkiller) available over the counter in apharmacy. These are aspirin, paracetamol and ibuprofen.What are painkillers? Painkillers (ANALGESICS) are substances that give temporary relief from painwithout causing a loss of consciousness. There are two major categories of painkillers:non-narcotic and narcotic.The most commonly used nonnarcotic painkillers are aspirinand other salicylates, acetaminophen, and nonsteroidal anit-inflammatory drugs such asibuprofen, which are available in both prescription and nonprescription forms.Nonnarcotic painkillers are by far the most commonly used of all medications. In additionto controlling pain, these analgesics also lower fever and counter inflamation.NRIBM, AHMEDABAD 27
  • Healthcare ProductsNarcotic painkillers include opiates and opioids, which are natural or artificial forms ofopium. Codeine, propoxyphene (e.g. Darvon and Wygesic), meperidine (Demerol), andmorphine are common examples. These drugs are usually used on a short-term basis tocontrol severe pain. Many prescription analgesics contain a combination of narcotic andnonnarcotic painkillers. Common combinations include acetaminophen and codeine (e.g.Tylenol with Codeine and Tylox), aspirin and codeine (e.g. Empirin with Codeine),propoxyphene and aspirin (e.g., Darvon Compund-65); and aspirin, caffeine, andbutalbital (Florinal). These drugs are used as an alternative to preparations that containonly narcotic ingredients for painful conditions that are not adequately alleviated bynonnarcotic agents.How do painkillers work? Opiates and Opioids apparently work through specific receptors in the centralnervous system. Aspirin and the other nonprescription drugs are thought to work byblocking the bodys production of particular types of prostaglandins, hormone-likesubstances that are produced throughout the body.Side effects The most common side effect of aspirin and the stronger nonsteroidalantiinflammatories is gastrointestinal irritation. This can be minimized by taking themwith meals or milk.Acetaminophen does not cause as many intestinal side effects asaspirin, but it should be used with caution by persons who have liver or kidney disorders.The combination of aspirin and acetaminophen is especially damaging to the kidneys, asis heavy alcohol consumption and long-term acetaminophen use to the liver. Codeine often causes nausea, dizziness, and constipation. A more serious problem,however, involves the tendency of codeine and other narcotics drugs to producedrowsiness. Thus, these agents should not be taken by anyone who must remain alert. Inaddition, narcotic drugs should never be taken by anyone who must remain alert. Inaddition, narcotic drugs should never be taken in combination with alcohol,antihistamines and other allergy or cold pills, anticonvulsants, tranquilizers, muscleNRIBM, AHMEDABAD 28
  • Healthcare Productsrelaxants, or any other agent that depresses the central nervous system. Narcotics increasethe effects of these drugs on the brain, and a fatal overdose can result from theircombined use. The potentially addictive effect of opiates and other narcotic agents is themajor drawback to their long-term use. However, overconcern about addiction hasresulted in their underuse in the control of severe pain. Some painkillers have beneficialsecondary effects. for example, low-dose aspirin may help prevent a heart attack or strokeby preventing clot formation. By the same token, aspirin can cause bleeding problems.Treatments Alternative pain therapies that may be used independently or in conjunction withpainkillers include: Accupuncture, Acupressure, and Massage. Electrostimulation, byimplanting electrodes at certain sites in the body and then stimulating them to preventpain messages from reaching the brain. Relaxation, Biofeedback, Meditation. Surgery, bydestroying nerves responsible for pain sensation.What can be done?A person who suffers from a chronic pain disorder learns by trial and error how best tomanage the pain. If aerobic exercise is tollerated, secretion of endorphins, brainchemicals that are natural painkillers, are released. If you do take a painkiller, make surethat you follow all instructions.Examples of painkillersNonsteroidal anti-inflammatory drugs (NSAIDs) are available in prescription and OTCform. No one has been proved superior, but people respond differently to each, so it maybe necessary to try several.NSAIDs include:clofenamate (Meclomen)diclofenac (Voltaren)ibuprofin (Motrin and OTC Advil, Nuprin, and others)nabumetone (Relafen)NRIBM, AHMEDABAD 29
  • Healthcare Productsnaproxen (Naprosyn, in both prescription and OTC forms, and Anaprox)piroxicam (Feldane)sulindac (Clinoril)ANTACID Many OTC products are advertised to relieve heartburn or acid reflux. Theseinclude antacids, bismuth subsalicylate, H2 blockers, proton pump inhibitors andcombination medicines.How do antacids and acid reducers work? Antacids neutralize the acid in your stomach. They can provide fast, short-termrelief. Many OTC drugs combine different antacids. H2 blockers reduce the amount ofacid your stomach makes. While they don’t relieve symptoms right away, H2 blockersrelieve symptoms for a longer period of time than antacids. Some products combineantacids and an H2 blocker. One example combines famotidine, calcium carbonate andmagnesium hydroxide (brand name: Pepcid Complete). These combination medicines canrelieve symptoms right away and the relief can last for many hours. Bismuth subsalicylateworks by balancing the way fluid moves through your bowels. It also binds toxins(poisons) from bacteria so that they are not harmful and helps kill germs. It’s also used asan antiemetic (medicine to treat nausea and vomiting) and as an antidiarrheal (medicineto treat diarrhea). Proton pump inhibitors stop your body’s production of acid. This typeof drug requires 1 to 4 days to work. Only people who have heartburn often—at least 2days a week—should use this drug.What problems can OTC antacids and acid reducers help? These medicines can help relieve heartburn or dyspepsia (pain or anuncomfortable feeling in the upper middle part of your stomach). Heartburn is also calledacid reflux disease or gastroesophageal reflux disease (GERD). OTC antacids and acidreducers may also be used as part of a plan to treat ulcers. For treating ulcers, thesemedicines may be used together and/or combined with antibiotics (drugs that killbacteria) prescribed by your doctor. If you aren’t getting enough calcium from your diet,your doctor might suggest that you take additional calcium to help treat or preventNRIBM, AHMEDABAD 30
  • Healthcare Productsosteoporosis. Antacids that contain calcium carbonate can be used with vitamin D tosupplement the calcium in your diet.Side effects Antacids and acid reducers usually cause only minor side effects that go away ontheir own. These may include headaches, nausea, constipation or diarrhea. Bismuthsubsalicylate can cause your tongue or stool to turn dark. This is a short-term side effect.If side effects make it hard for you to take medicine for heartburn, talk to your familydoctor. He or she may suggest a different drug or have ideas about how to make the sideeffects less of a problem.Contraindications Don’t take these drugs if you have an allergy to any of the ingredients.Phenylalanine is an example of an ingredient in some antacids that can cause a problemfor certain people. If you have a condition called phenylketonuria, you shouldn’t take amedicine that contains phenylalanine. Don’t take bismuth subsalicylate if you’ve ever hadan allergy to aspirin or any other product that contains salicylates. Also don’t givebismuth subsalicylate to children who may have the flu or chickenpox because they willhave a higher risk of Reye ’s syndrome. Other ingredient-related warnings concern yourdiet while you’re taking an antacid or acid reducer. For example, unless your doctor tellsyou it’s OK, don’t use products that contain sodium bicarbonate or aluminum hydroxideand magnesium carbonate if you’re on a low-salt diet. Don’t take magnesium hydroxideif you’re following a magnesium-restricted diet. If you have kidney disease, youshouldn’t use products containing calcium carbonate or aluminum hydroxide andmagnesium carbonate without your doctor’s recommendation If certain drugs are takenat the same time, they can react with each other and change the way your body processesthem. This is called a drug interaction. When this happens, the risk of side effectsincreases. Don’t use more than one antacid or acid reducer at a time. Don’t mix acidreducers and antacids without first talking to your doctor. If you take any prescriptiondrugs and you’re thinking about taking an antacid, H2 blocker or proton pump inhibitor,talk to your doctor first. These drugs can cause problems with other medicines you take.NRIBM, AHMEDABAD 31
  • Healthcare ProductsThe following drugs may be of special concern for people who are taking H2 blockers orproton pump inhibitors: • Theophylline (oral asthma drug) • Warfarin (brand name: Coumadin) (blood-thinning drug) • Phenytoin (brand name: Dilantin) (seizure drug) • Prescription medicine for fungal or yeast problems • Diazepam (anxiety drug) • Digoxin (heart drug)Bismuth subsalicylate may affect some drugs so that they don’t work as well. It also maycause side effects if combined with other drugs. If you take any of the following drugs,talk to your doctor before taking bismuth subsalicylate: • Blood-thinning drugs • Drugs to treat gout • Drugs to treat arthritis • Drugs for diabetesAlso, check with your doctor or pharmacist before taking bismuth subsalicylate if youtake pain relievers, cold products or some prescription drugs. These medicines maycontain aspirin, which is a salicylate, or they may contain some other type of salicylate.Because bismuth subsalicylate contains salicylate, you may take more salicylate than youintend if you take more than one of these products.ANTIEMETIC DRUGS Antiemetic drugs are medicines that can help relieve nausea and vomiting. SeveralOTC drugs are used as antiemetics. • Bismuth subsalicylate (brand names: Kaopectate, Pepto-Bismol) may help treat some types of nausea and vomiting, such as from the flu (influenza). It’s also used for upset stomach and as an antidiarrheal (medicine to treat diarrhea). • Certain antihistamines may help prevent nausea and vomiting caused by motion sickness. These include dimenhydrinate (one brand name: Dramamine) and meclizine hydrochloride (one brand name: Dramamine Less Drowsy).NRIBM, AHMEDABAD 32
  • Healthcare ProductsHow do antiemetic drugs work? Bismuth subsalicylate works by coating the stomach lining. Antihistamines appearto dull how the inner ear senses motion. They “block” messages to the part of the brainthat controls nausea and vomiting. This is why they work best if you take them beforeyou think you might have a problem with motion sickness.Side effects Side effects from antiemetic drugs aren’t common for healthy adults. Side effectscan be a concern for older adults or people who have health problems. Bismuthsubsalicylate can cause your tongue or stool to turn dark. This is a short-term side effect.Antihistamines may make you feel sleepy. This can affect your ability to drive or operatemachines. It can make it hard for you to think clearly. Antihistamines may also causeyour mouth and eyes to feel dry.Contraindications Alcohol can increase the drowsiness caused by antihistamines. Also, be verycareful if you drive a car or run machines while taking an antihistamine. Antihistaminesmay slow your reactions without you even being aware of it. Don’t take bismuth subsalicylate if you’ve ever had an allergy to aspirin or any otherproduct that contains salicylates. Also, don’t give bismuth subsalicylate to children whomay have the flu or chickenpox because they will have a higher risk of Reye’s Syndrome.If certain drugs are taken at the same time, they may interact with each other and changethe way your body processes them. This is called a drug interaction. When this happens,the risk of side effects increases. Bismuth subsalicylate may affect some drugs so thatthey don’t work as well. It also may cause side effects if combined with other drugs. Ifyou take any of the following drugs, talk to your doctor before taking bismuthsubsalicylate: • Blood-thinning drugs • Drugs to treat gout • Drugs to treat arthritis • Drugs for diabetesNRIBM, AHMEDABAD 33
  • Healthcare Products Also, be sure not to “double up” on salicylate. Some pain relievers, cold medicines andprescription drugs contain aspirin, which is a salicylate, or some other type of salicylate.Some cold medicines and prescription drugs may also contain aspirin or another type ofsalicylate. Because bismuth subsalicylate also contains salicylate, you may take moresalicylate than you intend if you take more than one of these products.COUGH MEDICINE OTC cough medicines are grouped into two types: antitussives and expectorants.Antitussives are cough suppressants. They relieve your cough by blocking the coughreflex. Dextromethorphan (some brand names: Triaminic Cold & Cough, RobitussinMaximum Strength, Vicks 44 Cough Relief) is a commonly used antitussive.Expectorants thin mucus. This may make coughing work better to clear the mucus fromthe airway. The only expectorant available in OTC products is guaifenesin (two brandnames: Mucinex, Robitussin). Dextromethorphan and guaifenesin are sometimescombined with each other (one brand name: Robitussin DM). They are also available incombination with other drugs, such as pain relievers, decongestants or antihistamines.These combination products, such as multisymptom cold medicines, are meant to treatmany symptoms at once. However, if your main symptom is cough, be careful of thedrying effect of antihistamines and decongestants in combination medicines. This effectcan make mucus thicker and harder to clear from the airways, which can make a coughworse.How do cough medicine work? Most of the time, a cough doesn’t require treatment. It will go away on its own.Cough medicines may be helpful if your cough is caused by a cold or the flu (influenza).Some types of cough should not be treated with cough medicines because the cough ishelping to keep the lungs clear so you can breathe. Examples include cough fromsmoking, emphysema, asthma or chronic bronchitis.Side effectsNRIBM, AHMEDABAD 34
  • Healthcare Products Side effects from OTC cough medicines aren’t common for healthy adults. Sideeffects may be a concern for people who have health problems, are elderly or use coughmedicines for long periods of time.Contraindications If certain drugs are used at the same time, the way your body processes them canchange. When this happens, your risk of side effects increases. Talk to your doctor orpharmacist before taking dextromethorphan if you take a monoamine oxidase inhibitor(MAOI). This is a type of prescription drug used to treat depression and other conditions.MAOIs include isocarboxazid (brand name: Marplan), phenelzine (brand name: Nardil),selegiline (brand names: Eldepryl, Carbex) and tranylcypromine (brand name: Parnate).Dextromethorphan interferes with the way MAOIs work. Dextromethorphan may causeproblems while you are taking an MAOI or within two weeks of taking one. Coughmedicine is often combined with decongestants, antihistamines and/or pain relievers. Ifyou take one of these combination medicines, it’s important to understand each of theactive ingredients and the interactions they may have with other drugs you’re taking. Besure not to “double up” on cough medicine. Many OTC cold and allergy products containcough medicine, as do some prescription drugs. If you take more than one of theseproducts, you can take more cough medicine than you intend.LAXATIVES Many products are advertised to relieve constipation, including bulk-forminglaxatives, lubricants, stool softeners, saline laxatives, stimulant laxatives andcombinations. Download the PDF file below for examples of these types of laxatives.How do laxatives work? Bulk-forming laxatives add bulk and water to your stools. The larger stools helptrigger the bowel to contract and move the stools out. You must use bulk-forminglaxatives daily for them to work. Start slowly and drink plenty of fluids. GraduallyNRIBM, AHMEDABAD 35
  • Healthcare Productsincrease how much you use to reduce the chance of having any side effects. Lubricantlaxatives work by coating the surface of the stools. This helps the stools hold in water sothey move out of the body more easily. Glycerin suppositories lubricate the inside of theanus (the outside opening to the intestine) to make it easier to pass hard stools. Stoolsofteners help mix fluid into stools to soften them. This makes stools easier to pass out ofthe body. Saline laxatives draw fluid into the bowel from nearby tissue. This softensstools and helps the bowel move them out. Stimulant laxatives are the harshest laxatives.They cause the bowel to squeeze or contract to move the stools out. Stimulant laxativesshould generally be used only when your doctor recommends them, such as if you’repreparing for a bowel exam or if you’ve just had surgery and shouldn’t strain to have abowel movement.Should a laxative treat constipation? Most of the time, constipation doesn’t require treatment with laxatives. It will goaway on its own or if you make changes in your diet and other habits. For example, youcan treat constipation by eating enough fiber, drinking enough fluids and getting enoughexercise. See Constipation: Keeping Your Bowels Moving Smoothly for moreinformation. Laxatives aren’t meant for long-term use. Don’t use laxatives for longer than1 week unless you’re following your doctor’s advice. Long-term use or overuse oflaxatives can cause health problems. Also, using laxatives too much may hide symptomsthat would be important for your doctor to know about. This could delay finding outabout problems you have and delay the treatment you need. One exception is bulk-forming laxatives. They can be used on a daily basis to help ease symptoms of irritablebowel syndrome, hemorrhoids and other bowel problems.Side effects Most laxatives don’t have side effects if you use them correctly. Sometimes they cancause cramping, gas, bloating, nausea or diarrhea. Stimulant laxatives are most likely tocause side effects. These can include abdominal discomfort, faintness and cramps. WithNRIBM, AHMEDABAD 36
  • Healthcare Productsbulk-forming laxatives, you may notice some bloating, gas or cramping at first. This ismore likely if you take too much or increase the amount you’re using too quickly. Thesesymptoms should go away in a few weeks or less. If mineral oil is accidentally aspirated(breathed into the lungs), it can cause a type of pneumonia. Older adults or anyone whomight have trouble swallowing generally shouldn’t use this type of laxative.Contraindications Don’t take laxatives if you have an allergy to any of the ingredients. Some peoplemay be allergic to psyllium, a key ingredient in one type of bulk-forming laxative.Phenylalanine is another example of an ingredient that can cause a problem for certainpeople. If you have a condition called phenylketonuria, you shouldn’t take a laxative thatcontains phenylalanine. Other ingredient-related warnings concern your diet while you’retaking a laxative. Unless your doctor tells you it’s OK, don’t use products that containsodium bicarbonate and potassium bitartrate if you’re on a low-salt diet. Don’t takemagnesium hydroxide if you’re following a magnesium-restricted diet. Look on the labelin the “Active Ingredient” and “Inactive Ingredient” sections to find out what ingredientseach product contains. In general, don’t take any other medicines within 2 hours of takinga laxative. If you’re taking a prescription medicine of any kind, talk to your doctor beforetaking a laxative. You also shouldn’t mix different types of laxatives. Don’t takebisacodyl within 1 hour of taking antacids or drinking milk. While mineral oil and castoroil may have their place as laxatives, they shouldn’t be used often. If mineral oil is usedoften, it can cause deficiencies of vitamins A, D, E and K. Castor oil can also lead toserious problems if it’s used regularly.4.1 PORTER’S FIVE FORCE ANALYSIS Porter’s five forces analysis for pharmaceutical Industry in IndiaNRIBM, AHMEDABAD 37
  • Healthcare Products Threat of New Entrants  Very low Barrier to entry  Government polices supportive for entry but price regulation exists  Economies of scale exists  Proprietary technology Suppliers’ Bargaining and product will exist Power after 2005 Buyers’ Bargaining Power Volume benefit occur End consumers do not have Intensity of Rivalry among Inputs standard, available bargaining power existing competitors locally Brand identity exists but is in Numerous suppliers switching the hands of influencer Lower fixed cost and high working cost low (Doctors) capital Suppliers can go for forward Rice sensitivity is less Highly competitive integration Highly fragmented market, so Top five players have mere 18% of Raw material cost constitute buyer concentration v/s market share more than 50% of the total industry is low expenses Pressure from Substitute Products No substitute for the medicines Biotechnology is a threat to synthetic pharma productsPORTER’S FIVE FORCEPower of suppliers:Volume benefit occurNRIBM, AHMEDABAD 38
  • Healthcare ProductsInputs standard, available locallyNumerous suppliers switching cost lowSuppliers can go for forward integrationRaw material cost constitute more than 50% of the total expensesBarrier to entryVery low Barrier to entryGovernment polices supportive for entry but price regulation existsEconomies of scale existsProprietary technology and product will exist after 2005Industry competition  Highly competitive  Top five players have mere 18% of market share  Lower fixed cost and high working capitalThreat of substitute  No substitute for the medicines  Biotechnology is a threat to synthetic pharma productsPower of buyers  End consumers do not have bargaining power  Brand identity exists but is in the hands of influencer (Doctors)  Rice sensitivity is less  Highly fragmented market, so buyer concentration v/s industry is lowPower of suppliers:The pharma industry depends upon several organic chemicals. The chemical industry isagain very competitive and fragmented. The chemicals used in the pharma industry arelargely a commodity.The suppliers have very low bargaining power and the companies in the pharma industrycan switch from their suppliers without incurring a very high cost.However, what can happen in that the supplier can go for forward integration to becomea pharma company. Companies like Orchid Chemicals and Sashun Chemicals werebasically chemical companies, who turned themselves into pharmaceutical companies.NRIBM, AHMEDABAD 39
  • Healthcare ProductsPower of buyersThe unique feature of pharma industry is that the end user of the product is different fromthe influencer (Doctor). The consumer has no choice but to buy what doctor says.However, when we look at the buyer’s power, we look at the influencer they have on theprices of the product.Barrier to entryPharma industry is one of the most easily accessible industries for an entrepreneur inIndia. The capital requirement for the industry is very low; creating a regional distributionnetwork is easy, since the point of sales is restricted in this industry in India. However,creating brand awareness and franchisee among doctors is the key for long term survival.Also, quality regulations by the government may put some hindrance for establishing newmanufacturing operations.Going forward, the implementing new patent regime will raise the barrier to the entry.But it is unlikely to discourage new entrants, as market for generics will be as huge.Threat of substituteThis is one of the great advantages of the pharma industry. Whatever happens, demandfor pharma products continues and the industry thrives.One of the key reasons for highcompetitiveness in the industry is that as an on going concern, pharma industry seems tohave an infinite future.However, in recent times, the advances made in the field of biotechnology, can rove to bea threat to the synthetic pharma industry.4.2 SWOT ANALYSIS OF PHARMA SECTORStrengths • Cost effective technologyNRIBM, AHMEDABAD 40
  • Healthcare Products • Strong and well-developed manufacturing base • Clinical research and trials • Knowledge based, low- cost manpower in science & technology • Proficiency in path-breaking research • High-quality formulations and drugs • High standards of purity • Non-infringing processes of Active Pharmaceutical Ingredients (APIs) • Future growth driver • World-class process development labs • Excellent clinical trial centers • Chemical and process development competenciesWeaknesses • Low Indian share in world pharmaceutical market (about 2%) • Lack of strategic planning • Fragmented capacities • Low R&D investments • Absence of association between institutes and industry • Low healthcare expenditure • Production of duplicate drugsOpportunities • Incredible export potential • Increasing health consciousness • New innovative therapeutic productsNRIBM, AHMEDABAD 41
  • Healthcare Products • Globalization • Drug delivery system management • Increased incomes • Production of generic drugs • Contract manufacturing • Clinical trials & research • Drug moleculesThreats • Small number of discoveries • Competition from MNCs • Transformation of process patent to product patent (TRIPS) • Outdated Sales and marketing methods • Non-tariff barriers imposed by developed countries Paras pharmaceuticals Pvt. Ltd.It is this incessant desire on part of people that has inspired Paras to dedicate itself toissues that might appear to be trivial, but in reality, are quite significant in life. The rangeof such issues is extensive. To identify them, one simply needs to be sensitive towardssuch problems. And make the right solutions available. At Paras, the process behindfinding every such solution is backed by extensive consumer research, often carried out inNRIBM, AHMEDABAD 42
  • Healthcare Productsan obsessive manner. While identifying these real life problems and related behavioralpatterns, the health aspects are also put on high priority, so that the end result is not just acosmetic one, but a truly healthy solution.The result of these efforts is that today, Paras has a diverse range of innovative products,many of which have created totally new categories by themselves. Not to mention, theyhave been enormously successful. So much so, that today, Paras products have not onlyfound a place on the shelves of most households, but in the hearts of people as well. Inshort, the philosophy at Paras, of providing solutions that care about you, is quite visiblein its many works of art - the many brands that truly enhance life.New categories. New promises. What makes the customer believe in them all?It’s the faith that comes with time, with a positive experience of using a product/serviceoffered by the company. By realizing that the promises were indeed fulfilled. Butwinning this faith isnt easy. It comes after plenty of research and consumer study done ona large scale.In case of Paras, the entire process of advanced research hinges on one focal point toprovide care, and not just cure. To serve people with value added products and not justcosmetic makeovers. And to create new product categories. All this has made Paras areliable and favoured name amongst the masses.For Paras, this long journey of many years has indeed been a glorious one. And withmore and more dreams taking shape at Paras, its glorious streak will continue to brightenup many more lives.Products: Afterbath FreshnessCream Afterbath, which helps in keeping the morning freshness with you all day long, is also a fresh category by itself. The newest entrant in the long list of Paras products, it’s a freshness cream in every way. To be applied on the face after the morningNRIBM, AHMEDABAD 43
  • Healthcare Productsbath, the cream makes your skin naturally refreshing, as if you have just stepped out of ashower (another irresistible proposition for women). Adding to the charm of Afterbath isits mild fragrance that lingers on for quite a long time. Thus delighting the senses andmaking the skin feel special. And just like any other Paras offering, Afterbath too, has itsshare of health benefits, as it comes infused with essential vitamins, beauty oils and a skinconditioner. Afterbath, in other words, helps you say ‘Good Morning’ to good, healthyskin and a day long fresh feeling. BoroSoft Non-sticky, Antiseptic cream BoroSoft was launched at a time when all the other creams in this category were made with a sticky formulation, which resulted in accumulation of dirt and grime in the skin pores. This made the skin greasy, and the face, dull and dark. But rather than just providing a non-sticky cream for chapped dry skin, BoroSoft went further to offer themoisturing property of Aloe Vera. This concept of providing a value-add beyond mereremedial action, fit well with the expectations of the new generation. Hence, the markethold of Paras was boosted further.Soon, BoroSofts skin care solution also came in the form of BoroSoft dry skin soap -another revitalizing touch for skin, by Paras. Krack Krack entered the market, when there was no complete, dedicated solution for cracked heels. Caused due to dryness, prolonged exposure to water, etc., cracked heels were always subjected to traditional, home remedies or cold creams - a fact revealed through research. In some cases, the problem was outrightly ignored, as cracked heels were thought to be either a natural phenomenon or an incurable medical condition. Under such circumstances, Krack was no less than abreakthrough in the personal care products’ segment. It brought to everyones notice, thatcracked heels was indeed a problem that could have a solution: a simple, effective one.Driven by strong belief in nature and a constant desire to deliver better products,continuous value additions were made to upgrade the formulation of Krack. The result -Krack SR. This new upgraded version aimed at imbibing the ingredient benefits ofAyurveda, handpicked and chosen to create the cream formulation. And today, Krack SRis the reason behind millions of smiling faces, and beautiful feet! D’cold D’Cold takes great pride in providing its consumers with effective cold and cough remedy at an affordable price. In aNRIBM, AHMEDABAD 44
  • Healthcare Productsmarket where competition is rampant, in a short span of 10 years DCold has becomesynonymous with cold and cough relief. DCold understands the dynamics of its customerbase and it is that understanding that helped it carve a niche for itself.DCold is available in two variants.DCold Cough Syrup, an alcohol free non-drowsy formula, is targeted at children andadults. It is the safest medicine for cold and cough for children and reduces painful throatirritation, gives fast relief from cough and clears chest congestion. It relieves the tensionof every mother when her child gets ill. It contains a fast action formula which is broughtto life by the Kansi ka fighter - DC Man, who fights Khansiwale monsters curing coughand cold effectively.DCold Total Tablets, are targeted to adults and helps in curing 4 symptoms associatedwith cold - nasal congestion, headache, body ache and sore throat pain. Its Non DrowsyFormulae makes it friendly for all active adults, because work is not interrupted.Today, millions of customers trust DCold to provide effective and holistic relief for themost common ailments. ItchGuard Why didn’t anyone think of it before? It was a problem that always existed with us, around us. May be we never thought it needed a ‘solution’. In medical terminology, It is called ‘Intertrigo’. We know it simply as the ‘itching’ caused due to sweat. In a country like India, where heat and humidity are the order of the day, the skin has a tendency to sweat a lot. As a result,the need to itch increases, and could become a cause of social embarrassment. Parasoffered a solution that was aptly named - ItchGuard. The response to this new productwas overwhelming. And within no time, ItchGuard rose to become a star performer atParas. It had addressed an issue, which was so common, so personal to everyone, yet sounspoken. And by doing this, it projected, in a very strong manner, the philosophy ofParas of providing solutions where none existed, to make lives healthier.Today, ItchGuard as a brand encompasses both medical as well as lifestyle values.Because, sweat is integral to a hectic routine. And so, ItchGuard is now being lookedupon as part of daily hygiene, complimenting active life! Moov 14 years since its foray into the rubfacient category, MOOV has carved a niche for itself in the consumers life and has become synonymous with backaches. MOOV is the preferred choice as a pain relieving ointment. This specialised ayurvedic product contains active ingredients such as oil of Wintergreen, Tarpin oil, Nilgiri oil and Mintflowers to provide a ‘soothing warmth’ in order to relieve pain.NRIBM, AHMEDABAD 45
  • Healthcare ProductsMOOV has become the Indian housewifes soul mate by underlining the seriousness of abackache. It has elevated her social status by making her family appreciate her relentlesscontribution to their well-being, while ignoring her own.MOOV, also lives up to its pain relieving imagery through its promise of “Ek minuteMOOV ki malish” (one minute MOOV massage). By recognising current high-stress,hectic lifestyles of the male as well as women, MOOV contributes to saving manyvaluable minutes rendered painful by backaches, making their life a super hit.Moov sprayMOOV is also available in an aerosol spray. Ideal for consumers with hectic lefestylesprone to recurring backaches, they can now avail of instant pain relief by means of aspray. Ideal for sports persons, this spray is convenient and easy to use.Part and parcel of daily active life, MOOV reassures users that an effective andimmediate pain-reliever is always within reach. RingGuard Prolonged exposure to water, humid environment and excessive heat, results in a skin affliction called ringworm, commonly know as daad. And in a country like ours, where this is a common occurrence, people had been largely unaware of the fact that ringworms are infectious too. This ignorance just aggravated the problem. Fortunately Paras developed RingGuard.A broad spectrum, antifungal cream, RingGuard has a clinically advanced formulation,which enables it to provide complete relief within seven days. Available in a tube,RingGuard is simple to use as well.Due to its extremely effective formulation, RingGuard has been well received. Also, itspopularity has resulted in a widespread awareness about ringworms, making people takeright steps to prevent it. And thus fulfilling a promise of spreading love and care! Stopache Stopache is an analgesic pill that provides relief from headaches. But at the time of its launch, Stopache didnt just take care of headaches, its revolutionary single pill dosage also destroyed the myth that pills can cure headaches only if taken two at a time. As Stopaches popularity increased among the masses it left the competition grappling for its space on the pie-chart. A marketing breakthrough in the true sense, Stopache completelyNRIBM, AHMEDABAD 46
  • Healthcare Productsaltered the dynamics of the analgesic business. To an extent that people even began tolook at the two-pill treatment as an ‘overdose’ of the medicine.It came as no surprise then that the competition began to follow suit. Meanwhile, Parascontinued to march ahead, as a company dedicated to innovation.Dabur India Limited is the fourth largest FMCG Company in India with interests inHealth care, Personal care and Food products. Building on a legacy of quality andexperience for over 100 years, today Dabur has a turnover of Rs.2233.72 crore withpowerful brands like Dabur Amla, Dabur Chyawanprash, Vatika,Hajmola & Real. Dabur India Limited is a leader in manufacturing and marketing herbal,nature-based products. Today Dabur’s products are available for people in more than 50countries across the world, helping them move towards a healthy, natural and holisticlifestyle. Our products are available in the markets of the Middle East, South-East Asia,Africa, the European Union and America. Products: Dabur Glucose-DNRIBM, AHMEDABAD 47
  • Healthcare ProductsGet a jump start on your day by filling up with the extra energy of Dabur Glucose-D.Enriched with Vitamin D and Calcium for easy assimilation and replenishment ofessential nutrients. Its a ready source of energy to fight tiredness and refresh youinstantly. Dabur Hajmola tablets Originally Ayurvedic digestive medicine. First to be branded as a product Mix of traditional Indian culinary herbs, spices and edible salts.Market leader with 75% share of the digestive tablets segment in India.Can be taken at any time of the day. Chewing slowly improves the taste. Dabur Hingoli The natural way to relief from gas. Containing herbs and spices like hing, trusted and used for generations to stimulate digestion. Hing (Asafoetida) Kali Mirch (Black Pepper) - gastro-intestinal stimulant Zeera (Cumin) – antispasmodic Saunth (Ginger extract) - digestive and tonic Nimbu Saar (Lemon extract) - digestive stimulant Pudin Hara Dabur Pudin Hara gives quick relief fromstomachache, gas and indigestion. Its is a trusted fast actionremedy for stomach disorders. Pudin Hara is completelynatural and safe. Pudin Hara-G Daburs Pudin Hara G - for quick relief from gas and acidity. Completely natural, herbal and safe. And reinforced with the extra goodness of mint (pudina) for instant action against conditions of flatulence.NRIBM, AHMEDABAD 48
  • Healthcare Products Dabur Shankha Pushpi Dabur Shankha Pushpi is a natural tonic for mental development of children. It has been used for centuries in Ayurveda for rejuvenating nervous functions. And Dabur brings this natural remedy that is completely safe and prepared under the strictest quality guidelines. Shilajit Gold Shilajit Gold is a unique combination of Shilajit, Gold, Kesar and other important herbs like Ashwagandha, Kaunch Beej and Safed Mushali. Shilajit Gold is a powerful sex stimulant, which improves sexual health and acts as a rejuvenator to increase stamina, vigour and vitality. Dabur Sarbyna Strong Dabur Sarbyna Strong - with a unique combination for quick and effective relief from headaches and body aches.NRIBM, AHMEDABAD 49
  • Healthcare Products Keeping in line with Morepens commitment to healthier future for all, TheCompany has taken another step to come closer to the consumers with the launch of "Dr.Morepen", a range of self health products. MLL has now entered the Rs.4500 crore of fastMoving Health Goods (FMHG) market. The category of self health has been identified after lot of research on modernbehaviour and preferences and Morepen sees a huge opportunity in this segment. Dr.Morepen is envisaged as a forward looking, futuristic, lifestyle driven brand thatempowers the modern customers to be in charge of their own health and live life withoutany stops. The brand is positioned on a simple philosophy of "health in your hands" A mantrafor contemporary life, full of hectic schedules, impending deadlines and toughcompetition. The brand is being promoted by a new subsidary Dr. Morepen Ltd whichhas a vast sales & marketing network that reaches to over a lakh of retail outlets alreadyNRIBM, AHMEDABAD 50
  • Healthcare Productsand the count is growing everyday. With the launch of Dr. Morepen the distribution ofMorepen has moved beyond pharmacist, to super stores, retail outlets & neighbourhoodshops. The growing list of Dr. Morepens Self Health FMHG product includes DAB(instant antacid), SAT ISABGOL (Natural laxative), GOL GOLI (Hajma Candy),LEMOLATE (Cold relief ), BURNOL ( for burns and cut) to take care of minor day today problems, where as product like C SIP (refreshing energy drink), Y SUGAR (Lowcal sweetener), and 2 KOOL, (Throat drops), and C-CANDY (Health candy) are life stylecompanions that vitalizes and keep people fit. Many more products are being launchedsoon, thus building up the FMHG category. In a step that would expand Dr. Morepensfranchise into a retail format, Morepen acquired LIFESPRING, the renowned chain ofhealth & beauty stores. Lifespring is an internationally styled, health and beauty chain ofretail stores offering a range of nearly 15,000 domestic and international brandedproducts under one roof. Lifespring stores are located at high retail density areas in NewDelhi, catering to a wide ensemble of health and beauty customers. The Stores have threesections - Personal Care and Beauty, OTC and Prescription Medicines and OpticalCenter.Range of Dr. Morepen products Dab Range Aaj ki acidity - aaj ka jawaab For the first time in India, a complete range of antacids Dab Fizz: Effervescent Antacid in two flavours - Regular and Orange. Available in sachet and 100gm bottle. Dab Gel: Antacid antigas Liquid available in two flavors - Orange and Mint Dab Tab:Antacid antigas Tablet available in two flavors Orange and Mint. Sat – IsabgolNRIBM, AHMEDABAD 51
  • Healthcare ProductsSystem clean mind clean Pure and Secure, Sat - Isabgol is a natural laxative made ofpsyllium husk. This has necessary fiber that aids easy bowel movement.Available in 10g sachets and 50g, 100g zip lock pouches. Gol Goli Hudak Chatpati Digestive candy with special chatpata swad. Its all about fun n masti that adds flavour to your life. Y . Sugar Its healthy A low calorie aspartame based sweetener, available in a tablet form form. The product is available in super slim pocket pack of 50 tablets. The pack is available in four colors to suit different moods. C-Sip Solid Taste Solid Health Health Drinks with Natural Juice Solids. C Sip is an instant refreshing drink, you can have anytime, anywhere. Its enriched with Vitamin C. It also contains Calcium and Iron, comes in convenient sachets & smart jars. One Glass of CSip fulfills your 100% daily requirement for Vitamin C for the entire day. C - Candy Indias first Health Candy filled with Vit C. Jab Vit C andar to sab kuch chu mantar. Health Candy available inNRIBM, AHMEDABAD 52
  • Healthcare Productsthree fruity flavors - Orange, Lemon and Mango. Only candy in India which has VitaminC powder inside. Burnol Burns ka specialist, Always keep it handy Burnol is a first aid antiseptic cream that helps prevent infection in minor or superficial cuts, woundsand burns. Its simple to use. Just smear a little Burnol on sterile dressing and apply it tothe affected part and use a plaster and bandage to hold it in place. For burns wash theaffected area with cold water before applying Burnol. Lemolate Pyar ka ehsas, sadiyon ka vishwas Cold relief tablet. Trusted by doctors for over two decades. GlaxoSmithKlinePharmaceuticals LimitedGlaxoSmithKline Pharmaceuticals Limited (GSK) is Indias leading research-basedCompany committed to improving the quality of human life by enabling people to domore, feel better and live longer.The Company has a formidable presence in the domestic pharmaceuticals market with amarket share of above 5.9 per cent. GSK India markets a wide range of ethicalformulations and is the leader in therapeutic areas of respiratory, dermatology andvaccines, besides having a significant presence in areas of gastroenterology, dietarysupplements, gynecology, neurology, cardiovascular and intensive care. GSK India isalso the undisputed leader in the animal health and fine chemicals businesses.We have just launched a development programme in our International business,, targetinglocal MBA students. Candidates will have an MBA degree and will bring strongNRIBM, AHMEDABAD 53
  • Healthcare Productscommercial acumen, developed within their local markets, along with excellent locallanguage capabilities. Find out more about the programme and how to apply. .We have just launched a development programme in our International business,, targetinglocal MBA students. Candidates will have an MBA degree and will bring strongcommercial acumen, developed within their local markets, along with excellent locallanguage capabilities. Find out more about the programme and how to applyProducts: Crocin Your trusted paracetamol Crocin has been a trusted family name for over three decades and enjoys a strong medical heritage. An effective remedy for fever and mild- to-moderate pain, Crocin is an over-the-counter drug and does not require a doctors prescription to buy it.Over the last few years Crocin has seen a series of new initiatives like new packagingwith a 3-D hologram seal - a protection seal - and new launches like Crocin Pain Reliefand Crocin Suspension Double Strength.Crocin Pain ReliefNRIBM, AHMEDABAD 54
  • Healthcare ProductsLaunched in 2003, this is Crocins new offering in the pain arena. Specially formulatedfor effective pain relief, it contains 650 mg of Paracetamol and 50 mg of Caffeine.Paediatric (Childrens) RangeCrocin paediatric range is a complete range - there is one for every age group, frominfants to toddlers to older kids up to 12 years.Every pack label has an accurate dosing table. To enable ease of administration andaccuracy of dose, the packs are provided with new & user friendly dosing devices such asa measuring cup and a dropper. Crocin paediatric range also has tasty flavours that help infacilitating better patient compliance and hence better results.The paediatric range consists of 3 variants differentiated on the basis of age: CrocinDrops in a Peppermint flavour - suitable for children in the age group of 0-1 years; CrocinSuspension in a Strawberry flavour - suitable for children in the age group of 1-5 years;and Crocin Suspension Double Strength in a Mixed fruit flavour - suitable for children inthe age group of 5-12 years.CrocinQuikCrocin Quik is a breakthrough paracetamol formulation, "that gets to work TWICE ASFAST as regular paracetamol tablets". It is Indias fastest acting paracetamol tablet. Eno Eno... gets to work in 6 seconds. A 100 year old global brand, Eno enjoys a presence in 34 countries, with India being its second largest market after Brazil. The leading antacid taken for providing instant relief from acidity, gastric discomfort and heart burn, Eno gets you back on track instantly, as it begins to work in six seconds - faster than other tablet and liquid antacids. Eno isavailable in Regular & Lemon flavours, in both sachets and bottles.EnoTabsEno Tabs, the tablet form of Eno launched in May 2004, has already gained popularity. Itis a quick mouth-dissolve tablet available in a great tasting lemon flavourNRIBM, AHMEDABAD 55
  • Healthcare Products Iodex Pain should not come in the way of your life. A trusted brand in India since 1919, Iodex continues to be amongst the top brands in the country, It competes in the topical balms segment, giving quick relief from back pains, waist pains, joints pains and sprains. It is available in 10g, 20g and 50g bottle sizes. Iodex Power creamLaunched in 1998 and relaunched in April 2004, this is a powerful formulation thatprovides "Power to go on" with fast relief from backache. Himalaya herbal healthcare ltd. The Himalaya Drug Company was founded in 1930 by Mr. M. Manal with aclear vision to bring Ayurveda to society in a contemporary form and to unravel themystery behind the 5,000 year old system of medicine. This included referring to ancientayurvedic texts, selecting indigenous herbs and subjecting the formulations to modernpharmacological, toxicological and safety tests to create new drugs and therapies.Seventyeight years ago, on a visit to Burma, Mr. Manal saw restless elephants being fed with aroot to pacify them. The plant from which this was taken is Rauwolfia serpentina.Fascinated by the plants effect on elephants, he had it scientifically evaluated. Afterextensive research, Serpinaâ, the worlds first anti-hypertensive drug, was launched in1934 The legacy of researching nature forms the foundation of Himalayas operations.NRIBM, AHMEDABAD 56
  • Healthcare ProductsHimalaya has pioneered the use of modern science to rediscover and validate ayurvedassecrets. Cutting edge technology is employed to create pharmaceutical-grade ayurvedicproducts. As a confirmation that Himalaya is dedicated to providing the highest qualityand consistency in herbal care, the Company was awarded an ISO 9001:2000 certificationin 2003.Since its inception, the company has focused on developing safe, natural and innovativeremedies that will help people lead richer, healthier lives. Today, Himalaya products havebeen endorsed by over 250,000 doctors around the globe and consumers in over 65countries rely on Himalaya for their health and personal care needs. Establish Himalayaas a science-based, problem-solving, head-to-heel brand, harnessed from natures wealthand characterized by trust and healthy lives. Develop markets worldwide with an in-depth and long-term approach, maintaining at each step the highest ethical standards. Respect, collaborate with and utilize the talents of each member of the Himalayafamily and the local communities where Himalaya products are developed and/orconsumed, to drive our seed-to-shelf policy and to rigorously adopt eco-friendly practicesto support the environment we inhabit. Ensure that each Himalaya employee stronglybacks the Himalaya promise to exceed the expectations of the consumer, each time andevery time. Nothing less is acceptableProducts: Baby cream • Olive oil, enriched with Vitamin E, ensures that your babys skin is healthy and lustrous. • Country Mallow, an antioxidant, and Yashti madhu protect and soothe your babys skin. Specially formulated to protect your little ones dry cheeks, tender nose, sore elbows and knees. Pack size: 50 ml Pain balmNRIBM, AHMEDABAD 57
  • Healthcare ProductsPain Balm is a quick acting headache and body ache reliever Massage gently on affectedarea 2-3 times daily for quick relief from headaches, body aches and other pains. It isuseful in cases of: 1. Headaches 2. Mild aches and pains Daily health capsuleIt relieves stress, mental fatigue and restores a healthy equilibrium. Contains vitamins A, E & C, and other antioxidants that prevent cell damage. The recommended dosage is two capsules twice daily Daily Health Capsules are available in a sealed pack of 60 capsules.Foot care cream Foot Care Cream is useful for elimination of cracks in the skin of the heels. Wash feet with luke warm water and pat dry. Apply the required quantity of FootCare Cream over the affected area twice daily, once in the morning after a bath/shower and again at bedtime.The cream is useful in cases of: 1. Cracked heels / soles Rough feetFootCare Cream is available in a tube of 20g. Antiseptic creamNRIBM, AHMEDABAD 58
  • Healthcare ProductsAntiseptic Cream is a soothing cream with antibacterial and antifungal action. It is anexcellent treatment for cuts, wounds, burns, rashes, sores and fungal skin infections.The recommended treatment is to apply the cream to the affected area 2-3 times daily.It is useful as a protection from infection in the following cases: 1. Cuts 2. Wounds 3. Burns 4. Sores 5. Eruptions 6. Rashes Fungal infectionsAntiseptic Cream is available in a tube of 25g.Ayurslim capsules When a persons weight exceeds 20% of the standard, then the person is categorized as obese or overweight. If left unchecked, obesity can lead to hypertension, diabetes, arthritis, back pain, coronary heart disease, gall bladder disease, cancer and sleep apnea. AyurSlim has a favorable effect on weight reduction and lipidprofiles. It is a researched ayurvedic herbal product, that can be safely used with no sideeffects. AyurSlim Capsules work in three ways to manage body weight: 1. It reduces the craving for food, thereby reducing the intake of fats and carbohydrates. 2. It leads to optimal utilization of nutrients.It inhibits fatty acid synthesis, thereby reducing fat accumulation in the body.Lip balmNRIBM, AHMEDABAD 59
  • Healthcare Products Lip Balm prevents chapping, drying and cracking of the lips. It contains a natural UV filter and Vit.E which nourishes, tones and softens the lips. Lip Balm is available in a tube of 10gm. Chapped, cracked or dry lips. Apply smoothly on your lips  Novartis was created in 1996 through the merger of Ciba-Geigy and Sandoz. Novartis offers a wide range of healthcare products through our Pharmaceuticals, Vaccines and Diagnostics,  Sandoz and Consumer Health Divisions. Nearly 100 000 people are working at Novartis to help save lives and improve quality of life.  Corporate citizenship at Novartis rests on four pillars: patients, business conduct, people and communities, and environmental care. Operate in 140 countries, with our global headquarters in Basel, Switzerland.  Novartis is one of the industry’s biggest investors in research.  Novartis ranked no.1 among pharmaceutical companies in fortune magazine’s “World’s Most Admired Companies” survey in 2007.  Over-the-Counter (OTC) is a world leader in the research, development, production and marketing of self-medication products that do not require prescriptions. Our products are designed for the in-home treatment and preventionNRIBM, AHMEDABAD 60
  • Healthcare Products of medical conditions and ailments as well as the enhancement of overall health and well-being.  The main OTC product categories are analgesics, cough, cold, allergy, gastrointestinal, skin care and smoking-cessation treatments, as well as mineral supplements.Key products marketed by Over-the-Counter include:Benefiber powder • Sugar Free • Non Thickening- Grit Free Powder • Flavor Free • Great For Cooking • New Ingredient • Dissolves Completely in Beverages and Soft Foods • Available in 20, 38, 62, 90, and 125 servingsIngredientsWheat dextrin, Gluten Free (less than 10 ppm gluten).Store at controlled room temperature 20-25°C (68-77°F).Protect from moisture.Use within 6 months of opening.Directions for use:Stir 2 teaspoons (tsp) of Benefiber into 4-8 oz. of any beverage or soft food (hot or cold).Stir well until dissolved. *Not recommended for carbonated beverages.1 Not to exceed 6 tsp per day.2 Not to exceed 3 tsp per day.tsp = teaspoonSupplement FactsServing Size: 2 tsp (3.5g)(makes 4 fl oz prepared)NRIBM, AHMEDABAD 61
  • Healthcare Products Amount Per %DV* ServingCalories 15Total 4g 1%CarbohydratesDietary Fiber 3g 12%Soluble Fiber 3g +Sodium 0mg 0%Benefiber Caplets • New Ingredient • Ultra Caplets • Improved Value • Available in 72 or 114 count CapletsNew Benefiber Caplets contain twice the amount of fiber as the leading fibercapsule†. Now, you need to take only 3 caplets to get the same level of fiber!IngredientsWheat dextrin, microcrystalline cellulose, magnesium stearate, colloidalsilicon dioxide Gluten Free (less than 10ppm gluten).Store at controlled room temperature 20-25°C (68-77°F). Protect frommoisture.Use within 6 months of opening.Directions for use:Adults: Take 3 caplets up to 3 times daily to supplement the fiber content of your diet.Swallow with liquid. Do not exceed 9 caplets per day.Supplement FactsServing Size: 3 CapletsNRIBM, AHMEDABAD 62
  • Healthcare Products Amount Per %DV* ServingCalories 15Total 4g 1%CarbohydratesDietary Fiber 3g 12%Soluble Fiber 3g +Sodium 0mg 0%Sugars 0 +Benefiber plus calcium • Available in 90 count chewable tabletsIngredientsPartially hydrolyzed guar gum, sorbitol, maltodextrin, calcium carbonateconfectioners sugar, dextrates, citric acid, magnesium stearate, sucrose,FD&C red #40 aluminum lake, powdered cellulose, sucralose, mineral oil,FD&C blue #1 aluminum lake, triacetin, medium chain triglycerides, ,silicon dioxide, artificial flavors, benzyl alcohol.Store at controlled room temperature 20-25°C (68-77°F) Protect from excessheat and moisture Important Information on Osteoporosis Regular exercise and a healthy dietwith enough calcium helps teens and young adult women maintain good bone health.Tamper Evident Feature: Notice! Protective printed inner seal sealed for your protectionbeneath cap. If missing or damaged, do not use contents. Product may contain darkspecks due to the processing of natural ingredients.WarningsKeep out of reach of children. If you are pregnant or nursing a baby, ask a healthprofessional before use. Ask a doctor before use if you have kidney stones or are on acalcium restricted diet.Directions for use:NRIBM, AHMEDABAD 63
  • Healthcare ProductsAdults: Chew 1 to 3 tablets up to 5 times daily: Do not take more than 15 tablets in a 24hour period.Excedrin®Excedrin® is a family of non-prescription pain relievers for safe and effective pain relieffor a range of headache types. To find out specific information on the Excedrin®formulas, select from the following:Excedrin® Back & Body For fast, powerful relief of body aches, tryExcedrin® Back & Body. Its dual-ingredient formula works two ways—as a pain reliever and pain blocker right where it hurts, providingfast, powerful relief of body and muscle pains. Your first choice fortargeting tough body pain.Extra Strength Excedrin® Extra Strength Excedrin is a combinationpain reliever that contains acetaminophen, aspirin and therapeuticallyactive caffeine™.Excedrin® Tension Headache Excedrin Tension Headache providesfast relief for the head, neck and shoulder pain associated with tension-type headaches.Excedrin® MigraineExcedrin Migraine is a non-prescription painreliever that contains acetaminophen, aspirin and therapeutically activecaffeine™.NRIBM, AHMEDABAD 64
  • Healthcare ProductsExcedrin® PM Excedrin PM contains the number-one doctor-recommended ingredients for relief of pain accompanied bysleeplessness: acetaminophen, a non-aspirin pain reliever that is widelyused in hospitals, and diphenhydramine, a non-addictive ingredient thatpromotes restful sleep. Its aspirin free, so it wont upset your stomach.Gas-X® ProductsChildrens Gas-X® Tongue Twisters™ Thin Strips™ The leader in adultgas relief now brings you Childrens Gas-X® Tongue Twisters™. TheseThin Strips™ make it easy and fun to treat your childs upset tummycaused by the pressure and bloating of gas.Baby Gas-X® Infant Drops Introducing Baby Gas-X® Infant Drops.Theres no safer, gentler or more effective way to relieve your babysgas...and your mind.Gas-X® Thin Strips™ Gas-X® Thin Strips™ are the first and only anti-gasremedy in a dissolvable strip. Take convenient Gas-X® Thin Strips™ withyou when youre on the go, and never worry about the discomfort orembarrassment of gas again.Softgels Gas-X® Softgels contain liquid, gas-fighting medicine in an easyto swallow softgel so you get quick relief without an unpleasant taste. Theyare available in two strengths so you can choose the right relief for you.NRIBM, AHMEDABAD 65
  • Healthcare ProductsChewablesGas-X® Chewables are specially formulated with a powerful anti-gasingredient to provide you with quick, effective relief. With two deliciousflavors, Peppermint Creme and Cherry Creme, they provide a great tasteexperience. They are available in two strengths so you can choose the rightrelief for you.Other OTC productsBufferinAspirinCalciumSandozMineral supplementExcedrinEx-LaxOvernight laxativeKeriSkin careLamisil ATAthlete’s foot and jock itchNRIBM, AHMEDABAD 66
  • Healthcare Products P&G Hygiene and Health Care Limited is one of Indias fastest growing Fast MovingConsumer Goods Companies that has in its portfolio P&Gs Billion dollar brands such asVicks & Whisper. With a turnover of Rs. 500+ crores, the Company has carved areputation for delivering high quality, value-added products to meet the needs ofconsumers. P&G Hygiene and Health Care Limited takes pride in being voted Indias BestEmployer 2003 in a survey of 200 companies conducted by International HR ConsultancyHewitt Associates in association with Business Today magazine. Earlier, the Companywas voted Indias 2nd Best Employer in previous editions of the survey in 2001 and 2002.Notably, there are over 200 Indian employees with P&G Subsidiaries abroadHealth Care Vicks is India’s No.1 Cough & Cold Brand. It created the cold & cough Over-the-Counter (OTC) category in India way back in 1952 and has led the category till date.Today it has completed more than 50 years in India. Its current portfolio in Indiacomprises Vicks Action500+, Vicks VapoRub, Vicks Cough Drops, Vicks Formula 44Cough Syrup and Vicks Inhaler. It was rated as ‘India’s Most Trusted Brand’ by the‘Advertising & Marketing’ Magazine and continues to be on top of the charts of Brand-NRIBM, AHMEDABAD 67
  • Healthcare ProductsEquity surveys till date. The Vicks business in India is the biggest in the ASEAN-Australasia-India (AAI) region. Over the years, Vicks has launched several heart-tuggingadvertising campaigns, some of which were – the ‘Happy Birthday Mummy’ and ‘TouchTherapy’ campaigns for Vicks VapoRub, the ‘Khich Khich Dooor Karo’ ad for VicksCough Drops, the ‘Haan Bhai Haan’ ad for Vicks Action 500. vicks Cough Dros For decades this has been a consumer favorite for relief from sore throats. Vicks Formula 44 Cough Syrup Vicks Formula 44 Cough Syrup was launched in India in October 2003. This cough syrup provides safe, effective and long- lasting relief for up to eight hours from tough persistent coughs due to colds, as compared to four-hour relief provided by a single dose of most popular cough syrup brands. Vicks Formula 44 is one of world’s most popular cough syrups, which reduces the frequency and intensity of coughing by acting directly in the ‘cough control center’ of the human brain. It contains the World Health Organization (WHO)-recommended active ingredient:Dextromethorphan Hydrobromide or Dex, a non-narcotic cough suppressant, at levels of30mg per adult dose, which provides long lasting cough relief of up to eight hours and issafe as it does not cause dependence and addiction usually associated with other popularcough syrups.Vicks Formula 44 Cough Syrup is available in two sizes 100 ml. and 50 ml.bottles, which come with a unique child and adult dosage cap. Vicks Action500+ Vicks Action500+ has also completed 25 years in the country of its birth. That’s, 25 years of strong, yet safe and effective multiple-NRIBM, AHMEDABAD 68
  • Healthcare Productssymptomatic relief from colds. Launched in 1978, this multi-action colds caplet (capletdefined as capsule-shaped tablet) provides multi-symptom relief colds, i.e. fromheadaches and blocked noses, with its unique formulation, unlike analgesics whichprovide relief only from headaches Vicks VapoRub Vicks VapoRub has endeared itself to the Indian consumer and finds its place in every Indian home, due to its proven performance over the years against cold. Vicks VapoRub – India’s Number One Cold Rub – provides safe and effective multi-symptom relief from the six symptoms of cold, namely – blocked nose, cough, body ache, headache, muscle-stiffness and breathing difficulty. The medicinal properties of Vicks VapoRub’s natural ingredients - Nilgiri (Eucalyptus Oil), Pudina (Menthol) and Kapoor (Camphor) provides faster, longer-lasting relief from these six symptoms ofcold. Vicks VapoRubs external application is safe and effective for regular use andprovides relief from the symptoms of a cold vs. strong internal medicine. In ConsumerResearch conducted by P&G and market research firm NFO-MBL (National FamilyOpinion – Market Bureau Ltd.) consumers rated Vicks VapoRub comparatively higher onparameters such as ‘Fast Relief’ and ‘Long-Lasting Relief’. In addition, they also ratedVicks VapoRub significantly better on key product attributes stating that it is ‘LessGreasy’ and ‘Smells better’ and almost 80% of the respondents rated Vicks VapoRub as‘Better than any Cold Rub Ever Used’.Vicks VapoRub is available in three pack sizes of 50gm. jar, 25gm. jar and 10gm dibbiNRIBM, AHMEDABAD 69
  • Healthcare Products Vicks Inhaler Vicks Inhaler created the inhaler market in 1951. It provides fast relief from a blocked nose and is easy to use and convenient to carry RanbaxyRanbaxy is one of the leading pharma Companies in India commanding a market share of5.07%. (Source: ORG-IMS, March, 2007). The Company has clocked sales of USD 286Mn (2006) registering a growth of over 17%. Growing ahead of the market the Companyhas enhanced its competitive position in the domestic market through its focusedapproach. The Company’s business has been realigned to its customer groups andinvestments have been made in high growth segments. These efforts have resulted instrengthening its Chronic franchise (Life Style led) as well as has reinforced its leadingposition in the Acute segment.In the NDDS segment, Ranbaxy is the market leader with 7.9% market share and itsNDDS product portfolio contributes to about 9% of its total turnover. Its product portfoliospans across Acute & Chronic Business covering Anti-infectives, Nutritionals, Gastro-intestinals, Pain Management ( Acute) Cardiovasculars, Dermatologicals, CentralNervous Systems (Chronic)segments.Company’s India operations are a dominant force in a number of participating therapeuticsegments, for example Anti-infectives, Statins, Dermatology and Pain ManagementOperations are structured into 9 Strategic Business Units. A publicly listed company,Ranbaxy India is also a member of IPA (Indian Pharmaceutical Alliance) & OPPI(Organization of Pharmaceutical Producers of India).Amongst the pharmaceutical companies in India, Ranbaxy has the largest R&D budgetwith an R&D spend of over US $ 100MnNRIBM, AHMEDABAD 70
  • Healthcare ProductsRanbaxy views its R&D capabilities as a vital component of its business strategy that willprovide the company with a sustainable, long-term competitive advantage. The companytoday has a pool of 1,200 scientists who are engaged in path-breaking research.The robust R&D environment within the company for both drug discovery &development and for generics is designed to bring into sharper focus, the unique needs ofboth equally. Ranbaxys endeavour is to be a leader in the generics space and also to builda strong proprietary prescriptions business based on the Companys NDDS and NCE(New Chemical Entity) research outcomes Leadership in Novel Drug Delivery System (NDDS) products, whichoffer value-added differentiation over conventional products. Key brands include CifranOD (Ciprofloxacin), Zanocin OD (Ofloxacin) & Sporidex AF (Cephalexin) Strongbrand building capabilities, reflected in the fact that 20 brands feature in the “Top-300brands of the Industry” list. The leading 5 brands are Sporidex (Cephalexin), Cifran(Ciprofloxacin), Mox (Amoxycillin), Zanocin (Ofloxacin) & Volini (Diclofenac) A well-built customer interface, with one of the highest customer coverageacross India, and an excellent franchise with both Generalists & Specialists. This isproven by Ranbaxy India’s Corporate Image being perceived as ‘Best-in-Class’ bycustomers (source: AC Nielsen ORG MARG Report, June 2004) Great emphasis isplaced on Knowledge Management and Medico-marketing initiatives such as AdvisoryBoard Meetings, Post Marketing Surveillance Studies and Continuous Medical Educationprograms. These have resulted in an excellent customer relationship with the medicalfraternity. More than 2000 interface programs (Symposia, CME’s) are conducted andabout 20 Clinical Papers published annually With a futuristic approach, the Indiaoperations attempts to capitalize on the fast- emerging, high-growth segments withinnovative products and services: Biological formulations such as Verorab (RabiesVaccine) and Vaxigrip (Flu Vaccine), which require competencies to propagate the newerconcepts in the market place. These products are being in-licensed or taken on Co-promotion from Sanofi Pastuer High end anti-infectives such as Cilanem(Imipenem+Cilastatin) & Faronem (Faropenem) have been launched for the first timein India. Ranbaxy is championing the concept of Penems/ Carbapenmens , locally DryPower & Metered Dose Inhalers have been launched in the Respiratory segment. AllNRIBM, AHMEDABAD 71
  • Healthcare ProductsMetered Dose Inhalers are HFA based formulations, environment friendly inhalers. It isfor the first time in India, that a company has launched its entire HFA propellant basedMDI range. The world’s first novel product, Osovair (Formoterol + Ciclesonide)inhalation capsules has been introduced in the Indian market. Anti-diabetic franchisehas been further consolidated with launch of Insucare (Insulin) with an innovativedelivery mechanism - “Controlled Insulin Logistics” This ensures that the cold chain,vital for product efficacy, is maintained. A slew of products have been launched in the Dermatology segment:Suncross (Sunscreen lotion), Sotret (Isotretnoin), Eflora (Eflornithine)Corporate ProfileRanbaxy Laboratories Limited, Indias largest pharmaceutical company, is an integrated,research based, international pharmaceutical company, producing a wide range of quality,affordable generic medicines, trusted by healthcare professionals and patients acrossgeographies. The Company is ranked amongst the top ten global generic companies andhas a presence in 23 of the top 25 pharma markets of the world. The Company with aglobal footprint in 49 countries, world-class manufacturing facilities in 11 and a diverseproduct portfolio, is rapidly moving towards global leadership, riding on its success in theworld’s emerging and developed markets.FinancialsRanbaxy was incorporated in 1961 and went public in 1973. For the year 2007, theCompanys Global Sales at US$ 1,607 Mn reflected a growth of 20%. Profit after Tax atUS$ 191 Mn registered an increase of 68% over the previous year.The Company has a balanced mix of revenues from developed and emerging markets andis well positioned to leverage the growth potential offered by these markets. For the year2007, North America, the Companys largest market contributed sales of US$ 415 Mn,contributing 26% of total sales followed by Europe garnering US$ 363 Mn. TheCompany’s business in Asia was led by a strong performance in India that clocked salesof US$ 301 Mn with market leadership backed by its strong brand-building skills.StrategyRanbaxy is focussed on increasing the momentum in the generics business in its keymarkets through organic and inorganic growth routes. It continues to evaluate acquisitionNRIBM, AHMEDABAD 72
  • Healthcare Productsopportunities in India, emerging and developed markets to accentuate its business andcompetitiveness. The Company’s growth is well spread across geographies with nearequal focus on developed and emerging markets. Ranbaxy has entered into new specialitytherapeutic segments like biosimilars, oncology, peptides and limuses. These new growthareas will add significant depth to its existing product pipeline.R&DRanbaxy views its R&D capabilities as a vital component of its business strategy that willprovide the company with a sustainable, long-term competitive advantage. The Companytoday has a pool of over 1,200 scientists engaged in path-breaking research.Ranbaxy is among the few Indian pharmaceutical companies in India to have initiated itsresearch program in the late 70’s. To support its global ambition, a first of its kind worldclass R&D centre was commissioned in 1994. Today, the Company’s multi-disciplinaryR&D centre at Gurgaon, in India, houses dedicated facilities for generics research andinnovative research. The Company’s robust R&D environment for both drug discovery &development reflects the Company’s commitment to be a leader in the generics space andoffer value added formulations based on its Novel Drug Delivery System (NDDS) andNew Chemical Entity (NCE) research outcomes.Ranbaxy has enhanced its focus on NCE research with the proposed De-merger of itsNew Drug Discovery Research (NDDR) unit into a separate entity, Ranbaxy Life ScienceResearch Ltd, subject to requisite approvals. This significant step will open up newgrowth opportunities and provides a platform for increased collaboration.The new drug research areas at Ranbaxy include anti-infectives, inflammatory /respiratory, metabolic diseases, oncology, urology and anti-malaria. Presently, theCompany has 8-10 programs comprising one anti-malaria molecule in Phase-II clinicaltrials. The Company has two programs in Phase I and the remaining in the pre-clinicalstage. This includes a collaborative research program with GSK.NRIBM, AHMEDABAD 73
  • Healthcare ProductsThe companys NDDS focus is mainly on the development of NDA/ANDAs of oralcontrolled- release products for the regulated markets. The Company’s first significantinternational success using the NDDS technology platform came in September 1999,when Ranbaxy out-licensed its first once-a-day formulation to a multinational company.Vision & AspirationsThe Company is driven by its vision to achieve significant business in proprietaryprescription products by 2012 with a strong presence in developed markets. It aspires tobe amongst the Top 5 global generic players and aims at achieving global sales of US $5Bn by 2012. Zydus Cadila Zydus Cadila is an innovative global pharmaceutical company that discovers,develops, manufactures and markets a broad range of healthcare products. The group’soperations range from API to formulations, animal health products and cosmeceuticals.Headquartered in the city of Ahmedabad in India, the group has global operations in fourcontinents spread across USA, Europe, Japan, Brazil, South Africa and 25 other emergingmarkets.In its mission to create healthier communities globally, Zydus Cadila deliverswide ranging healthcare solutions and value to its customers. With over 8,000 employeesworldwide, a world-class research and development centre dedicated to discoveryresearch and eight state-of-the-art manufacturing plants, the group is dedicated toimproving people’s lives. With three multi-therapy divisions and eight specialty divisions, Zydus Cadila isone of the leading player in the Indian healthcare industry. It is the leading player in thecardiovascular, gastrointestinal and womens healthcare segments. The group has strongpresence in respiratory, pain management, CNS, anti-infectives, oncology, neurosciences,dermatology and nephrology segments. It has been able to maintain overall position andmarket share through faster growing chronic / lifestyle segments. With several newproduct introductions and pillar brands such as Aten, Ocid, Deriphyllin, Pantodac,Atorva, Nucoxia, Mifegest to name a few, Zydus Cadila is considered a tour-de-force intherapy management and brand management. The group has several in-licensing allianceswith global multinationals such as Schering AG, Boehringer Ingelheim, Viatris, etc. TheNRIBM, AHMEDABAD 74
  • Healthcare Productsportfolios of over 200 products are marketed by a specialised field force of 3,000. Withone of the strongest distribution channels in the industry, the group reaches out to1,00,000 chemists and serves 2,00,000 doctors including physicians, specialists and superspecialists. Cadila Healthcare Limited’s parent organisation Zydus Group is one of thefastest growing integrated healthcare companies with a turnover of Rs.13 billion. ZydusGroup is the 5th largest player in the Indian domestic formulations market and also has aglobal presence. Cadila Healthcare came into being under the aegis of the Zydus Group in1995. Zydus today has a leadership position in key segments like cardio vascular, gastrointestinal and women’s healthcare and is amongst top three in the respiratory, painmanagement and anti-infective segments. It also is a leading producer of niche andcomplex bulk drugs. Some of the well-known brands of Zydus Cadila include Aten - thelargest hypertensive brand in the country, Ocid, Amlodac, Atorva, Pantodac, GRD,Penegra, Nucoxia, Ciprobid, Dexona, Primolut-N, Dulcolax, Enew, Sugar Free, Diane 35,Mifigest among others. In recent years, Zydus has made an aggressive entry in the regulated globalgeneric market with operations in France and US, apart from the 25 other emergingmarkets worldwide. Zydus is aiming to be one of the top 10 global generics companies by2010 and a global research driven company by 2020. Some of the alliances that have beensuccessfully forged by Zydus include alliance with Mallinckrodt, a leading US genericcompany, Zamban Group of Italy. JV with Altana Pharma of Germany and MaynePharma of Australia, as well as the acquisition of companies like German Remedies in2001, (which was the largest M&A in Indian pharmaceutical sector); acquisition of AlPharma in France among others.Organisational architecture of Zydus Group • Zydus Cadila -- the flagship division focusing on anti-infectives and pain management. • Zydus Alidac -- a speciality division, which focuses on the gastrointestinal segment. • Zydus Medica -- a speciality division, which focuses on the cardiovascular segment.NRIBM, AHMEDABAD 75
  • Healthcare Products • Zydus Biogen -- a speciality division, which focuses on the biologicals. • Zydus Neurosciences -- a specialty division, therapy areas include anti- depressants, anti-convulsants, anti-psychotics and tranquilisers. • Zydus Vaccicare -- a division that exclusively markets vaccines like Vac Typh and HB Vac. • Consumer Products Division -- a division that has a significant presence in OTC and Skin care, with its basket of brands like Sugar Free (Low calorie sugar substitute), Sugar Free D’lite (low calorie soft drink), Dietrim (Fat Soaker) and EverYuth range of skin specialities. • Zydus Pathline -- a division that manufactures and markets diagnostic reagents and instruments for the pathological laboratories, blood banks and hospitals. • Micro Marketing Division -- a division that focuses on generic drug marketing. • Phytosurge Division -- a division that markets herbal remedies for cold and cough, liver disorders, respiratory tract disorders, GI tract disorders and other general disabilities. • Bulk Drugs -- a key strategic business unit of Zydus Cadila that manufactures a range of modern bulk actives in the therapeutic areas of anti-ulcerants, psycholeptic drugs, anti-depressants, quinolones, anti-diabetics, anti-histaminics etc. • Dial for health India Limited -- a 100% subsidiary that provides forward integration in the areas of distribution and e-commerce by setting up e- pharmacies. • Recon Healthcare Limited -- a 100% subsidiary whose main focus areas include cardiovascular and pain management. The life force at Zydus Cadila is the dedication of its employees. Zydus Cadilaunderstands and respects their individual needs and provides them with a range offacilities to help them grow as professionals in various facets of life. Recognizing the factthat a happy workforce is a productive workforce, Zydus Cadila ensures the well being ofall its members. The Consumer Division of Zydus Cadila was envisioned to promote ‘healthyliving’ by anticipating emerging and day-to-day needs in dietetic/health foods, andNRIBM, AHMEDABAD 76
  • Healthcare Productspersonal care by offering healthier choices to the consumer. Health and wellness havebeen identified as emerging opportunity areas in consumer healthcare and a key focusarea for the business. The consumer division aims to empower individuals to takeincreasing responsibility for ones health by adopting healthy eating and living habits andlifestyles. The Division markets products under two major groups – the Sugar Free rangeand the EverYuth range. The Consumer Division has recently acquired Carnation Nutra Analogue FoodsLtd., the manufacturers of Nutralite, India’s largest selling table margarine. Theacquisition has strengthened the division’s offerings to the health-conscious consumers,as a pioneer in low calorie/dietetic products and functional/health foods.The consumer business spans over two broad areas: 1. Functional Health Foods and 1. Dietary Products In the health foods segment, the Consumer Division is a pioneer in offering healthier dietary options to the consumers with the Sugar Free and Nutralite range of products. Sugar Free Gold is the largest selling aspartame based low calorie sugar substitute in India with market share of over 75%. Sugar Free Natura is the latest new generation zero calorie sugar substitute made from sucralose - a sugar derivative. Sugar Free D’lite is a low calorie healthy drink fortified with electrolytes, vitamins and just 10 calories. It is available as powder soft drink as well as in a ready to drink form. For more details on Sugar Free range of product visit www.sugarfree-india.com Nutralite is a healthy cholesterol-free butter substitute (table margarine), and is the largest selling table margarine in India.NRIBM, AHMEDABAD 77
  • Healthcare Products 2. Speciality Skincare Products In the skincare segment, the 2. EverYuth brand enjoys the distinction of being a skincare brand from a healthcare company. Enriched with the power of natural ingredients, EverYuth has a strong presence in advanced skincare segments like soap-free face washes, face masks, skin exfoliators amongst others. The EverYuth range also includes speciality dermatologically tested skincare solutions for sun protection, pigmentation, acne and aging under the recently launched EverYuth Derma Care range.Sugar Free Gold Aspartame (Sugar Free Gold) (L-a-aspartyl-L-phenylalanine methyl ester) is a low-calorie Sweetener usedto sweeten a wide variety of low- and reduced-calorie foodsand beverages, including low-calorie tabletop sweeteners.Aspartame (Sugar Free Gold) is composed of two aminoacids, aspartic acid and phenylalanine, as the methyl ester.Amino acids are the building blocks of protein. Aspartic acid and phenylalanine are alsofound naturally in protein containing foods, including meats, grains and dairy products.Methyl esters are also found naturally in many foods, such as fruits and vegetables andtheir juices. Aspartame (Sugar Free Gold) is approximately 200 times sweeter than sugar, tasteslike sugar, can enhance fruit flavors, saves calories and does not contribute to toothdecay. Products sweetened with Aspartame (Sugar Free Gold) can be useful as part of ahealthful diet. One pellet of Sugar Free Gold will replace 1 tea spoon(5 gm) of Sugar.One Sachet of Sugar Free Gold replaces 2 Tea spoons of sugar(10 gm). One measuringspoon of Sugar Free Gold Powder concentrate replaces 1 Teaspoon of Sugar(5 gm). Soenjoy all sweetness while keeping a tab on calories.NRIBM, AHMEDABAD 78
  • Healthcare Products Aspartame (Sugar Free Gold) is found in about 6000 products around the world,including carbonated soft drinks, powdered soft drinks, chewing gum, confections,gelatins, dessert mixes, puddings and fillings, frozen desserts, yogurt, tabletopsweeteners, and some pharmaceuticals such as vitamins and sugar-free cough drops.Health experts agree that eating well and being physically active are keys to a healthfullifestyle. The World Health Organization also recommends a number of dietaryguidelines to combat increases in chronic diseases such as obesity, high blood pressure,cancer, and diabetes. One recommendation is to limit sugars added to some foods andbeverages. As a sweetener, Aspartame (Sugar Free Gold) can reduce or replace thecalories in foods and beverages while maintaining great taste, offering one simple step tohelp people move closer to achieving a more healthful diet. Simply substituting a can ofdiet soft drink for a regular soft drink saves about 150 calories; substituting a packet oflow-calorie tabletop sweetener for two teaspoons of sugar three times daily (e.g., incoffee and tea and on cereal) saves about 100 calories a day; and 4-oz. of Aspartame(Sugar Free Gold)-sweetened pudding substituted for regular pudding saves 80 calories.Aspartame (Sugar Free Gold) is one of the most thoroughly studied ingredients in thefood supply. It was tested in more than 100 scientific studies before the FDA approved itin 1981. The studies were conducted in laboratory animals and several subpopulations ofhumans, including healthy infants, children, and adults, lactating women, people withdiabetes, obese individuals, and people who are carriers of the rare genetic diseasephenylketonuria (PKU). Individuals with PKU cannot properly metabolize phenylalanine,one of Aspartame’s (Sugar Free Gold) components. After approval, extensive additionalresearch was done. The results further confirmed the safety of Aspartame (Sugar FreeGold) for the general population. The World Health Organization(WHO) has set an acceptable daily intake ofAspartame at 40 mg/kg of body weight. For example if you weigh 70 kgs, you can safelyconsume 155 pellets or 78 Sachets of Sugar Free Gold per Day. This is equivalent to 780gms of normal Sugar!Nutralife The brand Nutralite connotes healthy living through healthy eating. Unlike butter,it is made from pure refined vegetable oils and skimmed milk. Whereas, butter is madeNRIBM, AHMEDABAD 79
  • Healthcare Productsfrom animal fats. Nutralite is cholesterol free and does not contain hydrogenated fats,making it a healthier alternative to normal butter. Very few margarines in the world aremade without adding Hydrogenated Fats - Nutralite is one of them. Apart from thesebenefits, it contains PUFA (Polyunsaturated Fatty Acids) - a proven cholesterol fighterand MUFA (Monounsaturated Fatty Acids). It also has negligible Trans Fats and is low inSaturated Fats. Nutralite contains 5 times more Vitamin E than butter.Nutralite Premium Table Margarine is: • CHOLESTEROL FREE • NO HYDROGENATED FATS • LOW IN SATURATED FATS • 2 ½ TIMES MORE PUFA • 1 ½ TIMES MORE MUFA • NEGLIGIBLE TRANS FATS • RICH IN VITAMINS A, D & E. Nutralite comes in 100 g to 500 g carton packs. The 500 g pack comes in 2 units of250 g. So, while one unit is being consumed, the other 250 g can be stored in therefrigerator. Apart from the above, Nutralite offers customized packs for bulk/institutional buyerslike hotels, caterers, bakers, etc.Nutralite can be stored for 12 months when refrigerated at 4o or below.How is Nutralite better than butter?Nutrition Facts (per 100g of the product) Parameters Nutralite Butter Nutralite contains Total Fat 80 g 82 g -- Cholesterol Nil 250 - 360 mg Approx. No cholesterol Trans Fats (TFA) < 1.0 g 4.0 g Approx. 4 times less TFA Saturated Fat 43.3 57.0 g Approx. 25% less Saturates Monounsaturated 30.7 18.0 g Approx 1½ times more MUFANRIBM, AHMEDABAD 80
  • Healthcare Products Fatty acidsPolyunsaturated Fatty Acids 5.26 g 3.0 g Approx. 2 ½ times more PUFA Sodium 0.9 g 0.95 g -- 5 times more vitamin Vitamin E 10 mg 2 mg ECompared with normal butter Nutralite tastes and spreads just like butter. So it can also be used for deep /shallow frying, cooking, sauteing and baking. Healthy, yet tasty, Nutralite lets you enjoyyour parathas, dosas, pav bhaji, dal fry, cakes, cookies, etc.Manufacturing Process of NutraliteNutralite is an emulsion (water in oil) made with the blend of pure refined vegetable oils,skimmed milk and emulsifiers.ImportantThe entire 5 step manufacturing process is hi-tech and fully automated, untouched byhand. During the entire manufacturing process, there is no process of hydrogenationinvolved and hence trans fats are negligible.Phase 1 - Raw material processing In this phase, the raw material i.e. vegetable oil seeds are crushed, followed byfiltering & oil extraction, de-odourisation and refining.Selection of raw material is based on the melting point test and is maintained at 36oC.Phase 2 - Aqueous Phase All the water-soluble ingredients (skimmed milk and water, starch and salt) aremixed together and heated up to pasteurization temperature so that all the pathogens aredestroyed.Phase 3 - Oil Phase All the vegetable oils and oil soluble ingredients like vitamins and emulsifiers aremixed with aqueous phase to make a homogenous emulsion.NRIBM, AHMEDABAD 81
  • Healthcare ProductsPhase 4 - Chilling Operation The emulsion is then passed through a heat exchanger and chilled to a desiredconsistency till a buttery-like solid mass is formed.Phase 5 - Packing Stage The solid mass is then passed through the cutting machine where it is cut intoslabs and wrapped in butter paper. These slabs wrapped in butter paper are then placed ina carton.Nutralite has a shelf life of 1 year from the date of packing when stored at 4°C or below Boots Piramal Healthcare Private Limited Nicholas Piramal India Limited is one of Indias largest companies with anunmatched record of managing JVs/Alliances/Partnerships, and a proven commitment toIPR. With strong brand management and sales capabilities, a US FDA site-approved plantfor on-and-off patent APIs and Intermediates, Basic Research, Process Innovation,Custom Chemical Synthesis, Formulations R&D, NDDS, and a world-class, accreditedClinical Research Organisation, NPIL is poised to emerge as Indias pharma powerhouse.With growth fuelled through a strategy of partnerships, quality acquisitions, brandbuilding, focused selling and manufacturing, NPILs consolidated net sales turnover wasUS$ 313 million (INR 14.1 billion) in 2005-06 (April to March)". NPIL has emerged among the leaders in Indian pharma with a unique mix ofinorganic and organic growth fuelled through a strategy of acquisitions, brand buildingand focused selling, and manufacturing. The company has one of the widest productportfolios in India, spanning nine key therapeutic areas, including the Cardio-vascular,Neuro-psychiatry, Oncology, Diabetes Management, Respiratory, Anti-infectives,Gastro-intestinals, Dermatology and NSAIDS. The company was formed when thePiramal Group acquired Nicholas Laboratories, a small formulations company in 1988from Sara Lee. It has followed a multi-pronged strategy to integrate and maximizesynergies with the planned acquisitions and develop and consolidate its major strength inmarketing to therapeutic niches. Managed by a team of highly proficient industry professionals, NPILs keystrengths come from its strong brand building, selling and distribution, manufacturing andNRIBM, AHMEDABAD 82
  • Healthcare Productsalliance/partnership management skills. The last, especially, are quite unique in the Indiancontext - few Indian Pharmaceutical have exhibited such a strong and consistent record insuccessfully and ethically managing JVs/Alliances and Partnerships as NPIL has. Itspolicy of respecting IPR and managing partnerships, in keeping with both the letter andthe spirit of written agreements, has been widely respected and commended by itspartners. NPIL is the flagship company of the Rs. 2500 crore (US $ 550 million) PiramalEnterprises (PEL), one of Indias largest diversified business houses.Boots Piramal Healthcare Private Limited is a 49:51 Joint Venture Company betweenNicholas Piramal India Limited and Alliance Boots. The company is a focused marketingcompany, which markets the OTC brands of Alliance Boots and Nicholas Piramal in theIndian market.Following the acquisition of OTC Healthcare business of Alliance Boots by ReckittBenckiser Plc., UK globally, Alliance Boots has decided to exit the Joint Venture inIndia. The company will now become a wholly owned subsidiary of Nicholas Piramaland the name of the company will be changed to remove the words “Boots” from itsname. The commercialization of the former Boots OTC brands in India will now betaken over by Reckitt Beckiser (India) Limited, the Indian Subsidiary of ReckittBenckiser Plc., UK. Further as a part of this arrangement, Alliance Boots/ReckittBenckiser have paid Nicholas Piramal a one-time sum of Rs. 178 million. Nicholas Piramal India Limited will continue to actively market and distributeits own OTC brands - Saridon, Polycrol and Lacto Calamine which are large and growingbrands and also own the field force/marketing team. The OTC business being central toNPIL’s strategy to build dominance in the Indian market, NPIL will continue to investheavily and grow its OTC brands. NPIL also plans to launch OTC brands in new therapyareas, as well as transition some of its Rx brands to OTC through leveraging its sales andmarketing team.Brand GenericAceptik HC Cetrimide BP(15% w/v)+Chlorhexidine Gluconate BP(7.5% v/ v)Bottleof 1litNicholas Piramal India LimitedNRIBM, AHMEDABAD 83
  • Healthcare ProductsAceptik LA Cetrimide BP(0.60% w/v)+Chlorhexidine Gluconate BP(0.30% v/v)Bottle of 1litChlorhexidine Solution Chlorhexidine Gluconate Sin BP 4% w/v 20% v/vBottleof 500mlPovidone Iodine Povidone Iodine 5% Bottle of 500ml6.1 ANALYSIS1. If you are suffer from minor disease what is your first Action? First Action Go to the Doctor 9 Consult any friend or family 53 Take medicine from store with suggestion of store keeper 67 Take medicine of your own 21 80 70 Go to the Doctor 60 Consult any friend or 50 family 40 Take medicine from 30 store with suggestion of store keeper 20 Take medicine of your own 10 0 First ActionNRIBM, AHMEDABAD 84
  • Healthcare ProductsInterpretation: Above graph says that 67 out of 150 respondents first reaction is to take medicinefrom store with suggestion of store keeper, which is almost 44.67% of total Respondents,followed by consult any friend or family(53),take medicine of your own(21).2. Do you purchase drugs without prescription? Option Percentage Yes 57 No 43 Percentage No Yes 43% No Yes 57%Interpretation: This question is asked for weather the purchase of OTC products withoutprescription, from the above graph most of the respondents says ‘yes’ it means most ofthe customer prefer OTC products their own.NRIBM, AHMEDABAD 85
  • Healthcare Products3. For the purchase of healthcare products which criteria do you prefer? % response Brand 30 Price 14.66 Form of packaging 2.67 Content 25.33 Effectiveness(power) 27.34NRIBM, AHMEDABAD 86
  • Healthcare Products % Response 35 30 25 20 15 % response 10 5 0 ng nt nd ) e er ic te gi ra ow Pr on ka B p C c s( pa es of en rm iv ct Fo fe EfInterpretation: In this graph we can see that most of the respondents give first rank to brand(30%) & effectiveness, very few respondents give first rank to the form of packaging &price. So form above analysis we can say that brand & effectiveness are most essentialfactors, content & price are moderate & form of packaging is least important.4. Which place you generally prefer to purchase healthcare products? Type of shop % Response Medical shop 85.33 General shop 12.67 Grocery shop 0 Discount shop 2 Other 0NRIBM, AHMEDABAD 87
  • Healthcare Products % Response 2 0 12.67 0 Medical shop General shop Grocery shop Discount shop Other 85.33Interpretation: Many of the healthcare products are also available at general store & grocery store,but from the above graph we can say that majority of the respondents (85%) prefer topurchase from medical stores, while about only (13%) prefer general stores. People don’tlike grocery stores and other resources to purchase the healthcare products.5. From where do you get information to putsches this kind of products?NRIBM, AHMEDABAD 88
  • Healthcare Products Reference group No. of Respondents Family members 36 Relatives 25 Friends 27 Media 40 Retailers 17 Others 8 45 40 35 Family members 30 Relatives 25 Friends 20 Media 15 Retailers Others 10 5 0 No. of RespondentsInterpretation:NRIBM, AHMEDABAD 89
  • Healthcare Products This question is asked for check the reference group of respondents above graphshows that most of the respondents (40) get information of products from the media.Second reference group is family members followed by friends, relatives, retailers andother mediums like family doctors respectively.6. Give rank of your preference to following statements for purchase of healthcare products. 1. 2. 3. 4. lace of time to go to the doctor 32 27 48 43 Knowledge from past experience 34 50 41 25 Less cost 37 34 26 53 Take healthcare goods as contingency treatment 47 39 35 29 60 50 40 1 2 30 3 20 4 10 0 lace of time to Knowledge from Less cost Take healthcare go to the doctor past experience goods as contingency treatmentNRIBM, AHMEDABAD 90
  • Healthcare ProductsInterpretation: By considering above data we can say that 47 respondents give rank first to “Takehealthcare goods as contingency treatment”. Followed by “Knowledge from pastexperience”, “lace of time to go to the doctor” respectively. About 53 respondents giverank five to less cost.7. Recall any brand categories that come to your mind first for following. Cold & Cough Products Tablets Percentage D cold 22.66 Coldrin 6 Vicks action 500 26 Mox 14 Cetrizin 11.34 Lemolate 18 Others 2 In Tablet Form 2% 18% 23% D cold Coldrin Vicks action 500 Mox 11% 6% Cetrizin Lemolate Others 14% 26%NRIBM, AHMEDABAD 91
  • Healthcare ProductsInterpretation: By analyzing above data we can see that 26% share is enjoyed by Vicks action500 & D-cold handles about 23% share. So they are the clear leader in thisrace.Remaining brands which handle share of 51% is enjoyed respectively by the brandsLemolate, Mox, Cetrizin, Coldrin and others.Cold & Cough ProductsSyrups PercentageGlycodine 24D cold 30Benadryl 15Adusol 8Corex 5Smyle 14Vicks 44 3Others 1 In Syrup Form 1% 3% Glycodine 14% 24% D cold Benadryl 5% Adusol 8% Corex Smyle Vicks 44 15% 30% OthersNRIBM, AHMEDABAD 92
  • Healthcare ProductsInterpretation: Here top three slots are distributed between D-cold (30%), Glycodin (24%), andBenadryl (15%. And rest 41% is distributed among the brands Adusol (8%), Corex (5%),Smyle (14%), and rest 4% is shared by Vicks 44 and others.Cold & Cough Products Balms & ointments Percentage Vicks 57 D cold 3 Amrutanjan 5 Surya 11 Zandu 2 Tiger 17 Panjon 3 Others 2 In Balms & Ointment Form 2% 3% Vicks 17% D cold Amrutanjan 2% Surya Zandu 57% 11% Tiger 5% Panjon Others 3%NRIBM, AHMEDABAD 93
  • Healthcare Products Cough lounges Percentage Interpretation: Vicks 52 Halls 16 From the above Strepsils 26 shown chart clearly Himalaya 3 D cold 1 Vicks is the leader Olesan 0 which got the share of others 2 57%. Vicks isfollowed by TIGER at share of 17% & SURYA by 11%.Other brands (D-COLD,SMRUNTANJAN, ZANDU, PANJON,) which are in the market holding the remainingmarket share of 15%.Cold & Cough ProductsNRIBM, AHMEDABAD 94
  • Healthcare Products In lounges Form 2% 0% 1% 3% Vicks Halls Strepsils 26% Himalaya 52% D cold Olesan others 16%Interpretation: By considering above and other results in case of Balm and Ointments VICKS gotshare of more than 50%, to be specific it got the share of 52%, followed by STREPSILLS& HALLS AT THE SHARE OF 26% AND 16% respectively. Another three brandswhich totally handle share of 4% are HIMALAYA, D-COLD & OLESAN.Painkillers Tablets Percentage Metacine 21 Stopech 12 Disprine 8 Combiflame 24 Brufen 31 Others 4NRIBM, AHMEDABAD 95
  • Healthcare Products In Tablet Form 4% 21% Metacine 31% Stopech Disprine 12% Combiflame Brufen Others 8% 24%Interpretation: This chart indicates that around 31% respondent recall BRUFEN & 24 %respondents recall COMBIFLAME. These products are not OTC products but people arenot aware about it. They can’t differentiate between OTC medicine & prescribedmedicine. Other products like METACINE (21%), STOPECH (12%), and DISPRINE (8%)are OTC products. Other products are (4%). These are RENAC, ANACINE, SERIDON,and CALPOL.Painkillers Balms & ointment Percentage Iodex 42 Moov 31 Tiger 12 Vicks 4 Fast relief 3 Zandu 3 Amrutnjan 2 others 3NRIBM, AHMEDABAD 96
  • Healthcare Products Ointment & Balm 3% 3% 2% Iodex 3% 4% Moov Tiger 12% 42% Vicks Fast relief Zandu Amrutnjan 31% othersInterpretation: From the above chart we can say that leaders are IODEX (42%) and MOOV (31%)and also could say that people are more aware about the availability of these two brands. Other brands has share as TIGER (12%), VICKS (4%), FAST RELIEF (3%),ZANDU (3%), AMRUNTANZAN (2%). Brands included in others are RUBNIZAL,MEDIGEC, VINTAGEN, and SURYA, which carry 3% share in recall of customers.Antiseptic cream Antiseptic cream Percentage Burnol 59 BoroSoft 28 Himalaya 13NRIBM, AHMEDABAD 97
  • Healthcare Products Antiseptic cream 13% Burnol BoroSoft 28% Himalaya 59%Interpretation: From the chart shown above we can clearly predict that in Antiseptic creamsegment among these three brands BURNOL (59%) has the highest share followed byBOROSOFT (28%), and HIMALAYA (13%).Antacid (gas relief) Antacid (gas relief) Percentage Dabur Pudin Hara 36 Dabur Hingoli 19 Eno 32 Gas-X 13NRIBM, AHMEDABAD 98
  • Healthcare Products Antacid 13% 36% Dabur Pudin Hara Dabur Hingoli Eno 32% Gas-X 19%Interpretation: Here the major share is enjoyed by the two brands DABUR PUDIN HARA (36%),and ENO (32%) respectively, Followed by other two brands DABUR HINGOLI (19%),and GAS-X (13%).Low calorie sweeteners Percentage Sugar free 52 Sweetex 26 Equal 17 Zero 2 Y sugar 1 Others 2NRIBM, AHMEDABAD 99
  • Healthcare Products Low calories sweetners 2% 1% 2% 17% Sugar free Sweetex Equal 52% Zero Y sugar Others 26%Interpretation: Here we have first say that awareness about this segment was low. Less than 70%of respondent were aware about this category. So by available data we can say that morethan 50 % respondent aware about SUGAR FREE & 26% know about SWEETEX. Other three brands called EQUAL, ZERO, and Y SUGAR share 17%, 2% & 1%respectively.8. Which product do you purchase frequently? Brands No of buyers Vicks balm 135 Vicks syrup 45 Moov 90 Iodex 66 Brufen 35 D cold total 44 D cold syrup 28NRIBM, AHMEDABAD 100
  • Healthcare Products Benedryl 26 Combiflame 48 Vicks action 500 46 Smyle 28 Tiger balm 27 Crocin 22 Glycodine 33Interpretation: Above table shows that Vicks balm is purchased by most of the respondents(135). Three brand products among the top 10 products. So it’s that Vicks brand prefer bymost of the people. in pain killer balm category most of the people purchased Moov (90)& Iodex (66). In painkiller tablet category bruffen is purchased by most of the people.Other brand which is substitute of Vicks is D-Cold from paras pharmaceutical is alsopurchased by good number of people. in cough syrup D Cold & benadryl is purchased byequal number of respondents(28).9. Do you think point of purchase material influence to purchase healthcare good? No of Respondents Always 13 Moderate 17 Indifference 51 Sometimes 26 Never 43NRIBM, AHMEDABAD 101
  • Healthcare Products 60 No of Respondants 50 Always 40 Moderate 30 Indifference 20 Sometimes 10 Never 0 1Interpretation: From above graph we can say that most of the respondents say point of purchaseinfluence sometimes or indifferent for purchasing products. 43 respondents said nevertherefore product display is not very essential matter for the products.10. When reading a product label; can you extract the key information necessary to use the drug properly? Option Percentage Yes 52 No 20 Can’t say 28NRIBM, AHMEDABAD 102
  • Healthcare Products 28% Yes No 52% Cant say 20%Interpretation: From above information provided in the chart most of the respondents said yes forthe information provided in the drug label. While 20% respondents are not satisfied withthe information provided on the label, and 28% are confused about information is usefulor not useful for the use.11. Do you seek more information from chemist? Option Percentage Yes 61 No 36 Can’t say 3NRIBM, AHMEDABAD 103
  • Healthcare Products 3% Yes 36% No Cant say 61%Interpretation: From the chart itself we can predict that most of the respondents seek moreinformation from the chemist about product use and other effects. 61% respondents seekmore information from chemist, while 36% respondents say no they do not require moreinformation from the chemist. 3% respondent said can’t say.12. Do you think that healthcare products can have side effects? Option Percentage Yes 54 No 17 Can’t say 29NRIBM, AHMEDABAD 104
  • Healthcare Products 29% yes no 54% cant say 17%Interpretation: This chart indicates that 54% respondents are aware about side effect of theproducts. 17% say ‘NO’ & 29% respondent say ‘can’t say’. If we confined the ‘No’ & ‘Can’t Say’ than it’s come to 46%. So there is someawareness about side effect but require lot more knowledge about side effect.13. Preferred medium for receiving information on rational use of drugs. No of Respondents Print 40 Magazines 28 TV 46 Internet 19 Radio 10 Mobile 7NRIBM, AHMEDABAD 105
  • Healthcare Products 50 Print 40 Magazines 30 TV 20 Internet Radio 10 Mobile 0 1Interpretation: From above graph we can say respondents prefer medium among all media TV &PRINT. 46 respondents preferred medium TV, followed by 40 respondents who preferredPRINT as medium. Other medium MAGAZINES, INTERNET, RADIO, and MOBILE voted by 28, 19,10, and 7 respondents respectively.6.2 HYPOTHESIS TESTINGHypothesis Testing (Information about drugs from the chemist)Hypothesis Statements:Ho: More than 50% people seek information about drugs from chemistH: Less than 50% people seek more information from the chemistHo: P≤50NRIBM, AHMEDABAD 106
  • Healthcare ProductsH: P>50Defining the probability of successpHo = p/n = 92/150 = 0.613qHo = q/n =58/150 = 0.387Calculation of Standard DeviationStandard deviation = σp = √pq/n = √ (0.50X0.50)/150 = √ 0.0017 =0.0412Calculation of z-statisticsNRIBM, AHMEDABAD 107
  • Healthcare ProductsCalculated Z statistics = (pHo – p) / σp = (0.613 – 0.50) / 0.0412 = 2.65Z-Critical for 95% confidence level is 1.64 from the z table which is less than thecalculated value i.e. 2.65Therefore Ho accepted and H is rejected.Hence more than 50% people want more information from the chemist.7 FINDINGS AND RECOMMENDATION7.1 FINDINGSNRIBM, AHMEDABAD 108
  • Healthcare Products • When people suffer from minor disease most of them take medicine of their own. • 26% & 22.66% respondent recall Vicks Action500 & D Cold total tablet in cough and cold tablets. • 57%of the respondents recall Vicks Vaporub. • More than 50% covered here by Vicks. So here Vicks is the clear market leader. • 31% & 24% people recall Brufen & combiflame in painkiller tablet category respectiovely. • 42% & 31% respondent recall Iodex & moov brand in painkiller balm category respectively. • 59% respondents recall burnol in antiseptic cream segment. • 36% & 32% people recall Dabur pudinhara & eno respectively in antacid segment. • Here we have to say that awareness about low calorie sweetener was low. Fewer respondents are aware about this category. • 10 most purchased brands are Vicks balm, Moov, Iodex, Combiflam, Vicks Action 500, Vicks syrup, D-Cod total, Brufen, Glycodine, Smyle respectively. • Most of the respondents get information about product by media and family member. • For the purchase of the product most preferred place are medical stores and general stores. • Most of the people seek more information from the chemist, here nearly 61% of respondent were need more information about particular Drug. • About 54% respondent think OTC product have side effect, But there atill need more awareness about side effect.7.2 RECCOMENDATIONSNRIBM, AHMEDABAD 109
  • Healthcare Products • Chemist should try to inform consumer about side effect and dosage rate of the medicine. • 46% of the respondents are still not aware about the side effects therefore government should cap on these hazardous OTC products. • Consumers should prefer to purchase healthcare products from medical store rather than grocery and general store, because they can get information about adverse effects more from the chemist. • Companies should give information about contra indication and dosage in the advertisement and on label of the drug. • Companies should more focus on low calories sweeteners awareness because Most of the respondents don’t aware about the availability of low calorie sweetener. • Consumers can not differentiate between prescribed and non prescribed drugs. Therefore government should convert some of the well known and frequently purchased product into OTC. • The only difference is that the FMCG product is part of the lifestyle, but the use of an OTC drug is need-based. • People consider Brand rather than price and packaging of the OTC product so companies should advertise more and build stronger brand. BIBLIOGRAPHYBooks:NRIBM, AHMEDABAD 110
  • Healthcare Products  Marketing research – An applied orientation 4th Edition, Naresh K. Malhotra, Published By: Pearson Education-Singapore Pvt. Ltd. Delhi, India.  Statistics for management; 7th Edition, Richard I. Levin & Devid S. Rubin Published by: Prentice- Hall of IndiaWeb Sites:  www.expesspharmapulse.com/20051110/management02.shtml  www.domainb.com/marketing/general/2002/20021_marketingreview.htmal  www.drugs.com  www.ficci.com  www.drugstopics.com  www.imshealth.com  www.pharmabiz.com  www.expresshealthcaremanagement.com  www.pharmapedia.com  www.genericweb.com  www.rxlist.com  http://www.ranbaxy.com/india_product.asp?division=RGCH  http://ipapharma.org/Ipc_Draft_resolution1.asp  http://boots piramalabout us.htm  http://glaxoIndia - GSK Worldwide - GlaxoSmithKline.htm  http://Himalayapersonal care.htm  http://daburPersonal Care Products, Personal Care products Range by Dabur.htm  http://Types of OTC Medicines and How They Work -- familydoctor_org.htm  http://Domestic Pharma Poised to Grow at 13_6% Between 2006 To 2010 ASSOCHAM.htm  http://Global Pharma Market Predicted to More Than Double In Value to $1_3 Trillion by 2020 Industry Must Transform to Capitalize On Opportunities.htm  http://Indian Pharmaceutical Sector, Overview of Pharma Sector.htmNRIBM, AHMEDABAD 111
  • Healthcare ProductsMagazines:  pharma bizz  pharma focus  pharma industry guide  express pharma pulse ANNEXUREQuestioner for consumer survey:NRIBM, AHMEDABAD 112
  • Healthcare ProductsNAME: ___________________Dear Sir/Madam,1. If you are suffer from minor disease what is your first Action? • Go to the Doctor • Consult any friend or family • Take medicine from store with suggestion of store keeper • Take medicine of your own2. Do you purchase drugs without prescription? Yes: ____________ No: _____________ Can’t say: _______3. For the purchase of healthcare products which criteria do you prefer? Rank Brand Price Form of packaging Content Effectiveness(power)4. Which place you generally prefer to purchase healthcare products? Type of shop Medical shop General shop Grocery shop Discount shopNRIBM, AHMEDABAD 113 Other
  • Healthcare Products5. From where do you get information to putsches this kind of products? Reference group Family members Relatives Friends Media Retailers Others 6. Give rank of your preference to following statements for purchase of healthcare products. 1. 2. 3. 4. 5.lace of time to go to the doctorLess costKnowledge from past experienceTae healthcare goods as contingencytreatmentNRIBM, AHMEDABAD 114
  • Healthcare Products7. Recall any brand categories that come to your mind first for following. Cold & Cough Products Tablets D cold Coldrin Vicks action 500 Mox Cetrizin Lemolate Others Syrups Glycodine D cold Benadryl Adusol Corex Smyle Vicks 44 Others Balms & ointments Vicks D cold Amrutanjan Surya Zandu Tiger Panjon OthersNRIBM, AHMEDABAD 115
  • Healthcare Products Cough lounges Vicks Halls Strepsils Himalaya D cold Olesan others Painkillers Tablets Metacine Stopech Disprine Combiflame Crocine Brufen Others Balms & ointment Iodex Moov Tiger Vicks Fast relief Zandu Amrutnjan othersAntiseptic cream Antiseptic creamNRIBM, AHMEDABAD 116
  • Healthcare Products Burnol BoroSoft HimalayaAntacid (gas relief) Antacid (gas relief) Dabur Pudin Hara Dabur Hingoli Eno Gas-XLow calorie sweetner Pills Sugar free Sweetex Equal Zero Others8. Which product do you purchase frequently? Brands Vicks balm Vicks syrup Moov Iodex Brufen D cold total D cold syrup Benedryl Combiflame Vicks action 500 Smyle Tiger balm Crocin GlycodineNRIBM, AHMEDABAD 117
  • Healthcare Products9. Do you think point of purchase material influence to purchase healthcare good? Always Moderate Indifference Sometimes Never10. When reading a product label; can you extract the key information necessary to use the drug properly? Yes: ____________ No: _____________ Can’t say: _______11. Do you seek more information from chemist? Yes: ____________ No: _____________ Can’t say: _______12. Do you think that healthcare products can have side effects? Yes: ____________ No: _____________ Can’t say: _______13. Preferred medium for receiving information on rational use of drugs. Print Magazines TVNRIBM, AHMEDABAD 118
  • Healthcare Products Internet Radio MobileNRIBM, AHMEDABAD 119