Introduction to India's Pharmaceutical Industry

1.
Introduction to an Indian Pharmaceutical Industry

1.1 A glance look at Industry:
Pharmaceutical Industry in India is one of the largest and most advanced among the
developing countries. It provides employment to millions and ensures that essential drugs at
affordable prices are available to the vast population of India. Indian Pharmaceutical Industry
has attained wide ranging capabilities in the complex field of drug manufacture and
technology. From simple pain killers to sophisticated antibiotics and complex cardiac
compounds, almost every type of drug is now made indigenously.
The Indian Pharmaceutical industry, has been contributing to the social well being of the
country by playing a multi-faceted role of discovering, developing, manufacturing and also
distributing quality medicines. Moreover, with the increased availability of medicines and
healthcare facilities, the mortality rates have decreased from 146 per thousand births in 1960
to 69 per thousand births in 1999.
Indian Pharma Industry is playing a key role in promoting and sustaining development in the
vital field of medicines. Around 70% of the country's demand for bulk drugs, drug
intermediates, pharmaceutical formulations, chemicals, tablets, capsules, orals and vaccines is
met by Indian pharmaceutical industry.-(1) A number of Indian pharmaceutical companies
adhere to highest quality standards and are approved by regulatory authorities in USA and
UK.
Indian Pharmaceutical sector is highly fragmented with more than 20,000 registered units and
is very top heavy. The leading 250 pharmaceutical companies control 70% of the market with
market leader holding nearly 7% of the market share.-(2) There are also 5 Central Public
Sector Units that manufacture drugs. These units produce complete range of pharmaceuticals,
which include medicines ready for consumption by patients and about 350 bulk drugs, i.e.,
chemicals having therapeutic value and used for production of pharmaceutical formulations.
India is largely self-sufficient in case of formulations. More than 85% of the formulations
produced in the country are sold in the domestic market. Some life saving, new generation
under-patent formulations are imported, by MNCs, which they market in India.
Sources:
(1),
(2)
http://www.pharmaceutical-drug-manufacturers.com/pharmaceutical-
industry/-downloaded on date: 06/05/2010, Time: 10:00a.m.

1
Over 60% of India's bulk drug production is exported. The balance is sold locally to other
formulators. (1)
Pharmaceutical Industry in India has been de-licensed and industrial licensing for most of the
drugs and pharmaceutical products has been done away with. Manufacturers are now free to
produce any drug duly approved by the Drug Control Authority. Indian pharmaceutical
industry got a major boost with the signing of General Agreement on Tariffs and Trade in
January 2005 with which India began recognizing global patents. After recognizing the global
patent regime the Indian pharma market became a sought after destination for foreign players.
India holds the lion's share of the world's contract research business as activity in the pharma
market continues to explode in this region. Over 15 prominent contract research organizations
(CROs) are now operating in India attracted by her ability to offer efficient R&D on a lowcost basis.(2)
The future of Indian pharmaceutical sector looks extremely positive. Indian pharma
companies are vying for the branded generic drug space to register their global presence.
Several Indian pharmaceutical companies have acquired companies in the US and Europe and
many others are raising funds to do so. For example, Ranbaxy acquired Romania's Terapia,
Ethimed NV of Belgium and GSK's generic business Allen SpA in Italy. Dr Reddy's acquired
German generic drug maker Betapharm. Companies like Glenmark Pharma, Lupin,
Aurobindo and Jubilant Organosys are on the lookout for lucrative acquisitions.
Sources: (1) http://www.pharmabiz.com/article/detnews.asp?articleid=16531&sectionid=50,

downloaded on Date: 06/05/2010, Time: 11:10 am
(2) http://www.iloveindia.com/economy-of-india/pharmaceutical-industry.html,
downloaded on Date: 06/05/2010, Time 12:30 pm
1.2 Market size:

2
India's pharmaceutical industry is now the third largest in the world in terms of volume and
14th in terms of value. (1) According to data published by the Department of
Pharmaceuticals, Ministry of Chemicals and Fertilizers, total turnover of India's
pharmaceuticals industry between September 2008 and September 2009 was US$ 21.04
billion. Of this the domestic market was worth US$ 12.3 billion. (2)
According to a detailed research by Angel Broking in October 2009, by 2015, India is
expected to rank among the top 10 global pharmaceutical markets. The industry is typically
growing at around 1.5-1.6 times the country's gross domestic product (GDP) growth.
Moreover, according to an Ernst & Young and industry body study released in September
2009, the increasing populations of the higher-income group in the country will, by 2015,
open a potential US$ 8 billion market for multinational companies selling costly drugs.
Besides, the report said the domestic pharma market is likely to touch US$ 20 billion by
2015, making India a lucrative destination for clinical trials for global giants.
The compounded annual growth rate of pharma in India is 12-15% and the global figures are
4-7% for the period of 2008-2013.(3) Such a profound growth is because of the heavy
population figures and with the increasing number of middle class people and their income
the access to drugs and medicines is also increasing. But still the low-priced generics are
popular in Indian pharmaceutical industry.
According to detailed research by Angel Broking in October 2009, socio-economic factors
such as rising income levels, increasing affordability, gradual penetration of health insurance
and the rise in chronic diseases would see the Indian formulation market touch US$ 13.7
billion by 2013, at a CAGR of 12.2 per cent over the period from fiscal year 2008 to 2013.
Sources: (1) http://business.rediff.com/report/2010/feb/25/budget-2010-economic-surveyindian-pharma-industry-3rd-largest-globally-survey.htm, Downloaded on Date: 08/06/2010,
Time: 7:00 pm
(2) www.ibef.org/industry/pharmaceuticals.aspx, Downloaded on Date: 08/06/2010, Time:
8:30 pm
(3) http://ezinearticles.com/?Pharmaceutical-Industry-in-India,-Top-Pharma-Companies-andJobs&id=3741220 Downloaded on Date: 08/06/2010, Time: 8:45 pm
India's Domestic Pharmaceutical Market (12 Months Ended January 2009)
3
Company
Size ($ Billions)
Total Pharma Market
6.9
Cipla
.36
Ranbaxy
.34
Glaxo Smithkline
.29
Piramal Healthcare
.27
Zydus Cadila
.24
Source: ORG IMS
Pharmaceutical Retail
Market Share (%)

100.0
5.3
5.0
4.3
3.9
3.6
Growth Rate (%)

9.9
13.4
11.5
-1.2
11.7
6.8
According to a report titled 'India Retail Research 2009' released in August 2009, pharmacy
retail is growing at the rate of 20-25 per cent annually and the organized pharma retail market
size has the potential to grow to US$ 9 billion by the year 2011.(1)
The size of India's pharmacy retail market is estimated at US$ 4.5 billion, which is dominated
by 12-15 big players.
1.3 Role of Pharmaceutical Industry in India GDP

The Role of Pharmaceutical Industry in India GDP is immense. For the past few years the
Indian Pharmaceutical Industry is performing very well.
The varied functions such as contract research and manufacturing, clinical research, research
and development pertaining to vaccines are the strengths of the Pharma Industry in India.
Multinational pharmaceutical corporations outsource these activities and help the growth of
the sector. The Indian Pharmaceutical Industry has a bright future.
Role of Pharmaceutical Industry in India GDP-Facts.
The Pharmaceutical Industry in India is one of the largest in the world.
It ranks 4th in the world, pertaining to the volume of sales.
The estimated worth of the Indian Pharmaceutical Industry is US$ 6 billion.

Sources: (1) http://www.ibef.org/industry/pharmaceuticals.aspx, Downloaded on
10/05/2010, 10:30 am
Almost most 70% of the domestic demand for bulk drugs is catered by the Indian
Pharma Industry.
The Pharma Industry in India produces around 20% to 24% of the global generic
drugs.(1)
The Indian Pharmaceutical Industry is one of the biggest producers of the active
pharmaceutical ingredients (API) in the international arena.
The Indian Pharma sector leads the science-based industries in the country.
The pharmaceutical sector has the capacity and technology pertaining to complex
drug manufacturing.
Around 40% of the total pharmaceutical produce is exported.
55% of the total exports constitute of formulations and the other 45% comprises of
bulk drugs.(2)
The Indian Pharma Industry includes small scaled, medium scaled, large scaled
players, which totals nearly 300 different companies.
There are several other small units operating in the domestic sector.
Role of Pharmaceutical Industry in India GDP-CRAMS
The Indian Pharmaceutical Industry is one of fastest emerging international center for
contract research and manufacturing services or CRAMS.
The main factor for the growth of the CRAMS is due to the international standard
quality and low cost.
The estimated value of the CRAMS market in 2006 was US$ 895 million.
Indian already has the biggest number of US Food and Drug Administration
(USFDA).
Standardized manufacturing units outside the territory of United States.
Around 50 more new manufacturing units are to be set up in accordance to the

USFDA and UK Medicines and Healthcare Regulatory Agency (MHRA) standards.
With all these development India is poised to become the biggest producer of drugs in
the world.
Sources: (1), (2) http://www.pharmainfo.net/namanm/role-pharmaceutical-industry-indiangdp, Downloaded on 10/05/2010, 01:00 pm
Some of the major domestic players in this sector are Paras Pharma, Bal Pharma,
Unijules Life Sciences, Flamingo Pharma, Venus Remedies, Surya Organics and
Chemicals, Centaur Pharma, Kemwell, Coral Labs.
The contract manufacturing market in India pertaining to the multinational companies

is expected to worth US$ 900 million by the year 2010.
1.4 Pharma Export

In the recent years, despite the slowdown witnessed in the global economy, exports from the
pharmaceutical industry in India have shown good buoyancy in growth. Export has become
an important driving force for growth in this industry with more than 50 % revenue coming
from the overseas markets.
The pharmaceutical exports from India for the first nine months of the fiscal 2008-09 have
peaked up to $1.2 billion, despite a slowdown in overseas trade across all industries owing to
recessional fears.
Total exports in pharmaceutical products from India in December 2008 surged by 46.3 per
cent to 1.01 billion dollars from 609 million dollars in the same month of the previous fiscal,
according to Pharmaceuticals Exports Promotion Council (PHARMEXCIL) separate
governing body to oversee pharma exports under the Ministry of Commerce & Industry.
The overseas sales in the first nine months of 2008-09 went up by 21 per cent to 8.44 billion
dollars against 6.97 billion dollars in 2007-08. (1)
Indian pharmaceutical sector has performed satisfactorily during April-December 2008-09

by registering a growth rate of 28.1 per cent in rupee terms and 21 per cent in dollar terms
over the corresponding period of the previous year, PHARMEXCIL Chairman Venkat Jasti
stated in a press report.
In rupee terms, shipments stood at Rs 4,934 crore in December, while during April-December
2008 it was Rs 36,877 crore, according to Jasti.(2)
Sources: (1), (2) www.dancewithshadows.com/.../indian-pharma-exports-surge-to-12-bn-infirst-3-quarters-of-2009-09, Downloaded on 10/05/2010, 01:14 pm
In the current economic slowdown, the 21 per cent growth in dollar terms in nine months of
fiscal 2008-09 was a good growth, said DG Shah, secretary general of Indian
Pharmaceutical Alliance the conglomerate of leading Indian pharma companies.
Indian pharma companies export their products to more than 150 countries across the world
including the US, Europe, South Africa, Brazil and Canada.
Export of drugs and pharmaceuticals from 2002-03 to 2009-10 (May, 09) are given in table
below:
Year
2002-03
2003-04
2004-05
2005-06
2006-07
2007-08
2008-09
April, 2009
April 2009-Dec 2009
Exports
12826
15213
17857
22216
26895
30760
38433
3043
29551
Growth %
18.61
17.38
24.41
21.06
14.37
24.94
14.80
-
Figures in Rs Crore
Source: Directorate General of Commercial Intelligence and Statistics (DGCIS) Kolkata.

Export Promotion Cell:
An Export Promotion Cell in the Pharmaceutical Division has been functioning with the
objective of boosting Pharmaceutical exports and to act as a nodal center for all queries/issues
regarding Pharmaceutical exports.
The Cell also undertakes promotional activities for acceleration of Pharmaceutical exports
and considers suggestions for modifications in EXIM Policy from the industry. The Cell has
also been entrusted with the organization of seminars and workshops on standards, quality
control requirements etc. of important countries so as to prepare the domestic companies for
exporting their products.
Export Promotion Cell keeps Database on the status of Pharmaceutical industry in many
countries for the benefit of Indian exporters of drugs.
1.5 Pharma import

In accordance with the information available from D.G.C.I.S. imports of medicinal and
Pharmaceutical products for the last three years have been as under:
(Rs.In Lakhs)
Year
Import of medicinal & Pharmaceutical products
Dec 2008
41987
April to Dec. 2009
296942
Source: D.G.C.I.S.
There have been no reports of shortages in recent years. As already indicated the country is
almost self-sufficient in case of formulations required by the consumers. It may also be
mentioned that industrial licensing for most of the drugs and Pharmaceutical products has
been done away with. The manufacturers are free to produce any drug duly approved by the
Drug Control authorities.
Imports of drugs and Pharmaceuticals are allowed freely, except those in the restricted list of
import under the current EXIM Policy, which can be imported under an import license. In
view of these steps, no shortage of medicines is likely to occur. Import can take place from
any part of the world, there being no general restrictions.
1.6 Key players in Indian Pharmaceutical Industry

There are several national and international pharmaceutical companies that operate in India.
Most of the country's requirements for pharmaceutical products are met by these companies.
Some of them are briefly described below:
Ranbaxy Laboratories Limited is the biggest pharmaceutical manufacturing

company in India. The company is ranked at the 8th position among the global
generic pharmaceutical companies and has presence in 48 countries including world
class manufacturing facilities in 10 countries and serves to customers from over 125
countries. Ranbaxy Laboratories 2009-2010 Q3 Net Profit Results showed a profit of
Rs 116.6 crore as compared to Rs 394.5 crore deficit, recorded during the
corresponding period last fiscal.
Dr.
Reddy's
Laboratories manufactures
and
markets
wide
range
of
pharmaceuticals both in India and abroad. The company has 60 active pharmaceutical
ingredients to manufacture drugs, critical care products, diagnostic kits and
biotechnology products. The company has 6 FDA plants that produce active pharma
ingredients and 7 FDA inspected and ISO 9001 and ISO 14001 certified plants. Dr.
Reddy's Q1 FY10 result shows the revenues of the company at Rs. 18,189 million
which is up by 21%. During this quarter the company introduced 24 new generic
products, applied for 22 new generic product registrations and filed 4 DMFs.
Cipla is an Indian pharmaceutical company renowned for the manufacture of low cost
anti AIDS drugs. The company's product range comprises of anthelmintics, oncology,
anti-bacterials, cardiovascular drugs, antibiotics, nutritional supplements, antiulcerants, anti-asthmatics and corticosteroids. Cipla also offers other services like
quality
control,
engineering,
project
appraisal,
plant
supply,
consulting,
commissioning and know-how transfer, support. For the financial year 2008-09 the
company registered an increase of 22% in sales and other income over the previous
year.
Nicholas Piramal is the second largest pharmaceutical healthcare company in India.

The brands manufactured by the company include Gardenal, Ismo, Stemetil, Rejoint,
Supradyn, Phensedyl and Haemaccel. Nicholas Piramal has entered into join ventures
and alliances with several international corporations like Cheissi, Italy; IVAX Corp;
UK, F. Hoffmann-La Roche Ltd., Allergan Inc., USA etc.
Glaxo Smithkline (GSK) is a United Kingdom based pharma company; it is the

world's second largest pharmaceutical company. The company's portfolio of pharma
products consist of central nervous system, respiratory, oncology, vaccines, antiinfectives and gastro-intestinal/metabolic products among others. On November 2009,
the FDA had announced that the H1N1 vaccine manufactured by GSK would join the
list of the four vaccines approved.
Zydus Cadila also known as Cadila Healthcare is an Indian pharmaceutical company

located in Gujarat. The company's 1QFY2010 results show the net sales at Rs880.3cr
which is higher than the estimated Rs773cr. The net profit was Rs124.8cr which was
increase of 39%; the increase was on account of higher sales and improvement in the
OPM.
10
Source: business.mapsofindia.com/pharmaceutical, Downloaded on 12/05/2010, 3:00pm
1.7 Research and Development

The Indian pharmaceutical industrys most thriving area is Research and Development
(R&D). On the domestic front, the Indian pharmaceutical businesses do not invest much in
the field of R&D. This is due to the low level of profitability and the small size of local
companies. However, changes are visible with many companies investing more than before in
sophisticated laboratory equipment, instruments and pilot plant facilities. Although India has
produced a handful of new drugs, they have received only moderate success. Therefore, these
domestic businesses demand higher investments in the field of R&D for drug discovery. The
Indian pharmaceutical research and development area requires moving up from generic drug
manufacturing
to
innovation
of
super
generics.
At the international level, India is a popular destination for providing R&D facilities to
MNCs. These companies outsource R&D services to India as they have limited finance,
manpower or facilities. India boasts of efficient technology, talent and capabilities to offer
high quality drugs at a low cost. Drug discovery is one of the main departments outsourced to
India.
Collaborative R&D between global and Indian companies involves Intellectual Property (IP)
sharing which will transform India from a service provider to a value-add in profits.
Generally,
there
are
two
types
of
strategies
that
global
companies
use:
1) Product strategy where the companies purchase or license innovative products or IP
11
2) Service strategy where companies sign specific contract research services

India is in demand for collaborative R&D services because of its drug discovery, technical
and scientific expertise, easy commercialization, etc. Also, India offers cost efficiency in
comparison to its western counterparts.
Contract Research and Manufacturing Services (CRAMS): Global Innovators are under
pressure due to a number of factors including growing patent expiries of major blockbuster
drugs, price restrictions and a slowdown in new product approvals and launches. To add to
these pressures, there has been a decline in R&D productivity resulting in further deceleration
in bringing new blockbuster drugs to the market leading to a difficulty in maintaining historic
growth rates and revenue levels. Managing quality and delivery timeliness is identified as the
key challenge faced by Indian companies.
For Indian companies it is important to focus on developing sustainable relationships with the
clients. This can be achieved by winning the confidence of the client by successfully
executing big-ticket contracts.
India's value proposition has caught the attention of foreign companies. However, in spite of
their potential, the Indian players have till date managed to capture only a low single-digit
share of the global market. It is evident that leveraging this value proposition to realise
maximum potential and generate Revenue streams is difficult because of the challenges
involved in executing the projects and in building scale.
Clinical Research Services: India is amongst the preferred destinations for foreign
companies struggling to cope with the pressures of rising R&D costs, declining productivity
and approval of new product launches. However, the motivation to outsource drug
development to India goes well beyond the cost consideration. The Indian Clinical Research
Services market is still at a nascent stage. While the Indian Clinical Research Organisations
(CROs) are working on building scale, they appear to be facing a dilemma regarding their
expansion plans. The Indian CROs need to develop a global footprint and a broader range of
service offerings, which could offer tremendous advantage to them.
Chemical Entity (NCE) discovery and development: Indian companies have preferred to
stay away from this business segment, which entails substantial investment in terms of
money, time and other resources coupled with very high risk of failure. The Indian companies
12
also lack experience in developing their own molecules, especially the experience to take the
molecules through the advanced stages of development. The Collaborative Research model
can mitigate the risks of failure and bring in the required investment.
Source:
http://www.articlefeeder.com/Business__Finance_and_Management/Pharmaceutical_Researc
h_And_Development_Services_In_India.html, Downloaded on 10/05/2010, 5:00 pm
1.8 Gujarat Scenario

Alembic Chemical Works Co. Ltd., one of the oldest pharma companies in India, Was set up
in Vadodara in 1907, just six years after Indias first domestic pharmaceutical unit- Bengal
Chemical and Pharmaceutical Works was set up in Calcutta. Sarabhai Chemicals was started
soon thereafter.
The industry had received strong support from the academic field. In 1940, the Drugs
Laboratory in Vadodara was established, followed by L M College of Pharmacy. Further in
1989, the B. V. Patel Education Trust, Ahmedabad and Gujarat Branch of Indian
Pharmaceutical Association (IPA)- established the B.V. Patel Pharmaceutical Education and
Research Development (PERD) Centre in Ahmedabad.
In the last few decades, the invested capital to labour ratio has risen significantly.The
employment almost doubled between 1979-80 and 1997-98. Over the years, the industry has
developed strong linkages with related sectorsand_industries Such as chemicals, pharma
machinery, information technology, etc.
There are currently approximately 3,500 drug manufacturing units in Gujarat.The State
houses several established companies such as Torrent Pharma, Zydus Cadila, Alembic, Sun
Pharma,
Claris,
Intas
Pharmaceuticals,
Troikka
Pharmaceuticals
and
Dishman
Pharmaceuticals, which have operations in the worlds major pharma markets. Over the last
few years, Gujarats contribution in the growth of Indias Pharmaceutical industry has been
13
significant. The state commands 42 percent share of Indias pharmaceutical turnover and 22
percent share of exports. Approximately 52,000 people are employed in Gujarats
pharmaceutical sector, which has witnessed 54 percent CAGR in capital investments over the
last three years.
Source: www.in.kpmg.com/pdf/Gujarat-Pharma08.pdf, Downloaded on 10/05/2010, 5:30 pm
1.9 Pharmaceutical Marketing

Pharmaceutical marketing, sometimes called medico-marketing, is the business of advertising
or otherwise promoting the sale of pharmaceuticals or drugs. Evidences show that marketing
practices can negatively affect both patients and the health care profession. Many countries
have measures in place to limit advertising by pharmaceutical.
As in other industries, marketing plan for advertising or promoting products is crucial to
pharmaceutical industry too. However, the pharmaceutical marketing strategies (as well as
advertising strategies) are different from other businesses because pharmaceuticals or drugs
can negatively affect both- the end consumers or the patients and the health care profession.
Also, the advertising strategies included in the marketing plan of any pharmaceutical
company are not 'direct to consumer'. Any pharmaceutical marketing strategy targets the
health care professionals or the Doctors who in turn prescribe the drugs to the patients (end
consumers) liable to pay for the products. However, a few countries (till date two countriesNew Zealand and United States) allow Direct-to-consumer advertising (DTC advertising) for
pharmaceutical products.
[1]
Traditional Pharmaceutical Marketing Strategies

The pharmaceutical companies traditionally adopt four major marketing strategies for
promoting their products
Giving drugs as free samples to doctors;

14
Providing details of their products through journal articles or opinion leaders;
Gifts that hold the company logo or details of one or multiple drugs; and
Sponsoring continuing medical education.
Pharmaceutical representatives, also popularly known as medical representatives, are the

major pharma marketing strategy for marketing drugs directly to the physicians.
Typically, the expense of this sales force of any pharmaceutical company comprises
anything ranging from 15-20% of annual product revenues. However, with changing
times and new developments, the pharmaceutical industry faces some very serious
strategic issues.
Source:
[1]
http://www.pharmaceutical-drug-manufacturers.com/articles/marketing-
strategy.html, Downloaded on 01/06/2010, 05:30 pm
Pharma Marketing Process and its Challenges
While many pharmaceutical companies have successfully deployed a plethora of strategies to

target the various customer types, recent business and customer trends are creating new
challenges and opportunities for increasing profitability. In the pharmaceutical and healthcare
industries, a complex web of decision-makers determines the nature of the transaction
(prescription) for which direct customer of pharma industry (doctor) is responsible.
Essentially, the end-user (patient) consumes a product and pays the cost .
Use of medical representatives for marketing products to physicians and to exert some
influence over others in the hierarchy of decision makers has been a time-tested tradition.
Typically, sales force expense comprises an estimated 15 percent to 20 percent of annual
product revenues, the largest line item on the balance sheet. Despite this other expense, the
industry is still plagued with some very serious strategic and operational level issues.
From organizational perspective the most prominent performance related issues are
enlisted below:
a) Increased competition and shortened window of opportunity.
15
b) Low level of customer knowledge (Doctors, Retailers, Wholesalers).

c) Poor customer acquisition, development and retention strategies
d) Varying customer perception.
e) The number and the quality of medical representatives
d) Very high territory development costs.
f) High training and re-training costs of sales personnel.
g) Very high attrition rate of the sales personnel.
h) Busy doctors giving less time for sales calls.
i) Poor territory knowledge in terms of business value at medical representative level .
j) Unclear value of prescription from each doctor in the list of each sales person.
k) Unknown value of revenue from each retailer in the territory
l) Virtually no mechanism of sales forecasting from field sales level, leading to huge
deviations
m) Absence of analysis on the amount of time invested on profitable and not-so profitable
customers and lack of time-share planning towards developing customer base for future
markets
n). Manual and cumbersome administrative systems and processes designed which don't
facilitate optimal efficiency levels in sales teams.
New Pharmaceutical Marketing Strategies- Why Needed?

While most of the pharmaceutical companies successfully employ a host of marketing
strategies to target various types of customers, the current business and customer trends are
continuously creating new challenges as well as opportunities for increasing profitability. If
the pharmaceutical companies want to improve their Return-On-Investment (ROI), they have
to adopt new communication technologies (digital media) along with their conventional sales
force of medical representatives. They really need to adopt this multi channel marketing
strategies for the following reasons.
The concept of blockbuster drugs is dying out for big pharmaceutical companies
where 2-3 drugs were good enough to pay back the whole investment for a larger number of
manufactured drugs. Now the limited prospective for blockbuster drugs (thanks to low
investment on R&D and patent expiry) makes it essential to focus on more specialized drugs
16
sold in lower volumes. And when there is a low volume product, sales driven marketing
strategy (with high cost of sales force) is not feasible.
As far as small pharma companies are concerned, they already have small sales force.
However, with the use of digital media, having a lower investment cost (both for the
company and its targeted customer) they can easily get return on investment.
Customer behavior (doctors behavior) is rapidly changing. Doctors, who are getting
more and more busy with increasing patients, can be hardly seen by the medical
representatives. They are more inclined towards Internet for obtaining relevant information. It
is the time for pharmaceutical companies to build their marketing strategies around this
digital media. Website marketing, online marketing, blogs, social media, forums, chat rooms
and any other such media is an influential means to present the company's products and offers
through opinion leaders.
The Right Pharmaceutical Marketing Strategy
The right marketing strategy for any pharmaceutical company would be to build on proven
strategic marketing principles, along with a focus on changing customer behavior. Use of
digital media through Internet marketing plan is the best marketing strategy that can provide
the basis for a changed business model. However, there should be some planning for using
digital media for marketing too. It should be a multi channel marketing strategy but should
identify the target audience. Every digital media used for all people cannot be called the right
marketing strategy. The focus should be on the high value customer segment for pharma
products.
Source:
http://www.iitk.ac.in/infocell/announce/convention/papers/Changing%20Playfield-
06-Saurabh%20Kumar%20Saxena.pdf, Downloaded on 05/06/2010, 09:30 pm
1.10 Future Scenario

With several companies slated to make investments in India, the future scenario of the
pharmaceutical industry in looks pretty promising. The country's pharmaceutical industry has
tremendous potential of growth considering all the projects that are in the pipeline. Some of
the future initiatives are:
17
According to a study by FICCI-Ernst & Young India will open a probable US$ 8
billion market for MNCs selling expensive drugs by 2015.
The study also says that the domestic pharma market is likely to reach US$ 20 billion
by 2015.
The Minister of Commerce estimates that US$ 6.31 billion will be invested in the
domestic pharmaceutical sector.
Public spending on healthcare is likely to raise from 7 per cent of GDP in 2007 to 13
per cent of GDP by 2015.
Dr Reddy's Laboratories has tied up with GlaxoSmithKline to develop and market

generics and formulations in upcoming markets overseas.
Lupin, a Mumbai based pharmaceutical company is looking to tap opportunities of

about US$ 200 million in the US oral contraceptives market.
Due to the low cost of R&D, the Indian pharmaceutical off-shoring industry is
designated to turn out to be a US$ 2.5 billion opportunity by 2012.
Source: business.mapsofindia.com/pharmaceutical, Downloaded on 12/05/2010, 10:30 pm
2 Analysis of Pharmaceutical Industry

The Pharmaceutical industry has been identified as one of the most important knowledge
based industries in which India has a comparative advantage. Therefore government
announces some provision in this regards as
Reservation of 5 drugs for manufacture by the public sector only was abolished in
Feb. 1999.
Foreign investment through automatic route was raised from 51% to 74% in March
2000 and the same has been raised to 100%. (1)
Automatic approval for Foreign Technology Agreements is being given in the case of
all bulk drugs.
18
The Pharmaceutical industry in India has achieved global recognition as a low cost
producer and supplier of quality bulk drugs and formulations to the world.
The environment under which the Indian pharmaceutical industry is operating is changing
very slowly at present, but is likely to change significantly - and significantly faster - in the
future.
The Indian pharmaceutical industry grew at a very slow pace from 1947 to 1970, largely due
to the lack of incentives and the failure of the government to set-up a concrete regulatory
framework.
Today, the industry is characterized by numerous governmental regulations and policy
changes, stifling price controls, rigorous controls on formulations, and an absence of
international patent protection. During 1970, the Indian Patents Act (IPA) and the Drug Price
Control Order (DPCO) were passed. Although the DPCO acted as a buffer against
pharmaceutical companies making free pricing illegal, it fulfilled the goal of providing
quality drugs to the public at reasonable rates.
Source: (1) dbtbiosafety.nic.in/act/_Annex-9.htm, Downloaded on 15/05/2010, 02:00pm
The introduction of the IPA - which did not recognize product patents but only process
patents - provided a major thrust to the industry and its companies, which, through the
process of reverse-engineering, began to produce bulk drugs and formulations at lower costs.
This led to high fragmentation in the industry, due to the emergence of a number of small
firms.
2.1 PEST Analysis

To understand the implications of the environment on any industry it is imperative to study
the four cardinal influencers on the industry namely Political, Economic, Social and
Technological factors.
It is rather unfortunate that in India these factors have a rather

19
disproportionate influence on the functioning of a commercial organization. From the days

of independence the business environment has been overly regulated by a handful of
bureaucrats, middlemen, businessmen and politicians. Its only a decade since the country has
seen an emergence of a political thought that encourages free enterprise.
Political Factors
1.
Today there is political uncertainty in the air. A combination of diverse political
thought have got together to cobble together a rag-tag coalition, that is riddle with ideological
contradictions. Therefore, any consistent political or economic policy cannot be expected.
This muddies the investment field.
2.
The Minister in charge of the industry has been threatening to impose even more
stringent Price Control on the industry than before. This is throwing many an investment
plan into the doldrums.
3.
DPCO which is the bible for the industry has in effect worked contrary to the stated
objectives. DPCO nullifies the market forces from encouraging competitive pricing of goods
dictated by the market. Now the pricing is determined by the Government based on the
approved costs irrespective of the real costs.
4.
Effective January, 2005 the country goes in for the IPR (Intellectual Property Rights)
regime, popularly known as the Patent Act. This Act will impact the Pharmaceutical Industry
the most. Thus far an Indian company could escape paying a patent fee to the inventor of a
drug by manufacturing it using a different chemical route. Indian companies exploited this
law and used the reverse-engineering route to invent a lot of alternate manufacturing
methods. A lot of money was saved this way. These also encouraged competing companies
to market their versions of the same drug. That meant that the impurities and trace elements
found in different brands of the same substance were different both in qualification as well as
in quantum.
20
Therefore different brands of the same medicine were truly different. Here Branding
actually meant quality and a purer brand actually had purer active ingredient and lesser or
less toxic impurities.
Product patent regime will eliminate all this.
Now, a patented drug would be
manufactured using the same chemical route and would be manufactured by the inventor or
his licentiates using the chemicals with same specifications. Therefore, all the brands of the
same active ingredient would not have any difference in purity and impurities. The different
brands would have to compete on the basis of non input-related innovations such as
packaging, color, flavors, Excipients etc.
This is the biggest change the environment is going to impose on the industry. The
marketing effort would be now focused on logistics, communications, economy of operation,
extra-ingredient innovations and of course pricing.
5.
In Pharma industry there is a huge PSU segment which is chronically sick and highly
inefficient. The Government puts the surpluses generated by efficient units into the price
equalization account of inefficient units thereby unduly subsidizing them. On a long term
basis this has made practically everybody inefficient.
6.
Effective the January, 2005 the Government has shifted from charging the Excise
Duty on the cost of manufacturing to the MRP thereby making the finished products more
costly. Just for a few extra bucks the current government has made many a life saving drugs
unaffordable to the poor.
7.
The Government provides extra drawbacks to some units located in specified area,
providing them with subsidies that are unfair to the rest of the industry, bringing in a skewed
development of the industry. As a results Pharma units have come up at place unsuitable for
a best cost manufacturing activity.
Economic Factors
1.
India spends a very small proportion of its GDP on healthcare ( A mere 1% ). This
has stunted the demand and therefore the growth of the industry.
21
2.
Per capita income of an average Indian is low ( Rs. 12,890 ), therefore, spending on
the healthcare takes a low priority. An Indian would visit a doctor only when there is an
emergency. This has led to a mushrooming of unqualified doctors and spread of nonstandardized medication.
3.
The incidence of Taxes are very high. There is Excise Duty ( State & Central),
Custom Duty, Service Tax, Profession Tax, License Fees, Royalty, Pollution Clearance Tax,
Hazardous substance (Storage & Handling) license, income tax, Stamp Duty and a host of
other levies and charges to be paid. On an average it amounts to no less than 40-45% of the
costs.
4.
The number of Registered Medical practitioners is low. As a result the reach of
Pharmaceuticals is affected adversely.
5.
There are only 50,00,000 Medical shops. Again this affects adversely the distribution
of medicines and also adds to the distribution costs.

6.
India is a high interest rate regime. Therefore the cost of funds is double that in
America. This adds to the cost of goods.

7.
Adequate storage and transportation facilities for special drugs is lacking. A study
had indicated that nearly 60% of the Retail Chemists do not have adequate refrigeration
facilities and store drugs under sub-optimal conditions. This affects the quality of the drugs
administered and of course adds to the costs.
8.
India has poor roads and rail network. Therefore, the transportation time is higher.
This calls for higher inventory carrying costs and longer delivery time. All this adds to the
invisible costs. Its only during the last couple of years that good quality highways have been
constructed.
Socio-cultural Factors
1.
Poverty and associated malnutrition dramatically exacerbate the incidence of Malaria
and TB, preventable diseases that continue to play havoc in India decades after they were
eradicated in other countries.
22
2.
Poor Sanitation and polluted water sources prematurely end the life of about 1 million
children under the age of five every year.

3.
In India people prefer using household treatments handed down for generations for
common ailments.
4.
The use of magic/tantrics/ozhas/hakims is prevalent in India.
5.
Increasing pollution is adding to the healthcare problem.
6.
Smoking, gutka, drinking and poor oral hygiene is adding to the healthcare problem.
7.
Large joint families transmit communicable diseases amongst the members.
8.
Cattle-rearing encourage diseases communicated by animals.
9.
Early child bearing affects the health standards of women and children.
10.
Ignorance of inoculation and vaccination has prevented the eradication of diseases
like polio, chicken-pox, small-pox, mumps and measles.

11.
People dont go in for vaccination due superstitious beliefs and any sort of ailment is
considered as a curse from God for sins committed.
Technological Factors
1.
Advanced automated machines have increased the output and reduced the cost.
2.
Computerization has increased the efficiency of the Pharma Industry.
3.
Newer medication, molecules and active ingredients are being discovered. As of
January 2005, the Government of India has more than 10,000 substances for patenting.
4.
Ayurveda is a well recognized science and it is providing the industry with a cutting
edge.
23
5.
Advances in Bio-technology, Stem-cell research have given India a step forward.
6.
Humano-Insulin, Hepatitis B vaccines, AIDS drugs and many such molecules have
given the industry a pioneering status.

7.
Newer drug delivery systems are the innovations of the day.
8.
The huge unemployment in India prevents industries from going fully automatic as
the Government as well as the Labor Unions voice complains against such establishments.
Source: www.scribd.com/doc/27006594/Pest-Analysis-of-Pharma-Industry
www.marketresearch.com/product/display.asp?productid=2013825
2.2 SWOT Analysis

Strengths
Cost effective technology
Strong and well-developed manufacturing base
Clinical research and trials
Knowledge based, lowcost 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 competencies

24
Low cost of Production
Large pool of skilled technical manpower.
Increasing liberalization of government policies.

Weaknesses
Low Indian share in world pharmaceutical market
Lack of strategic planning
Fragmented capacities
Low R&D investments
Absence of association between institutes and industry
Low healthcare expenditure
Production of duplicate drugs
Lack of experience in International Trade
Very low level of Biotechnology in India and also for New Drug Discovery Systems
Non-availability of major intermediaries for bulk drugs.
Lack of experience to exploit efficiently the new patent regime.
Opportunities
Incredible export potential
Increasing health consciousness
New innovative therapeutic products

25
Globalization
Drug delivery system management
Increased incomes
Production of generic drugs
Contract manufacturing
Clinical trials & research
Threats
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
Stricter registration procedures
High entry costs in newer markets
Containment of rising health-care cost

Source: http://www.naukrihub.com/india/pharmaceutical/overview/swot-analysis/,
downloaded on 25/05/2010, 09:00 pm
http://www.pharmabiz.com/article/detnews.asp?articleid=16738&sectionid=50,
downloaded on 25/05/2010, 09:00 pm
3. Introduction to Troikaa Pharmaceuticals
3.1 Background of the company:

26
Troikaa Pharmaceuticals was founded in the year 1983.Commercial activities started in 1984
with 15 employees and an initial capital of Rs.8 lakh. In the first year of its operation, the
company achieved a turnover stands at Rs.16 lakh. Only perseverance and hard work can
ensure consistent growth year after year. The same holds true for Troikaa Pharmaceuticals,
which started its business as a small-scale unit and is now growing at over 40 percent, with its
key focus on Pharmaceuticals and Nutraceuticals.
Today the turnover stands at Rs.150 crore. The first product for the company was Tropaque
an X-Ray diagnostic equipment that was discontinued after 5 years. The turning point for the
company came with the launch of Diclofenac injectables and tablets Dynapar AQ in the
year 1994. It turned out to be a blockbuster drug.
The company launched the new version of the Diclofenac injection again in the year 2001.
The drug contributes Rs.20 crore per annum to its revenues. The companys major fact is on
pain management drugs, critical cardiac care and oral care. It has registered a growth of 48%
last year and expect to grown in same pace in coming years.
In the domestic market, it has presence in Gujarat, Maharashtra, KP, Kerala, Karnataka,
Bihar and Rajasthan, while in the international market; it has presence in South East Asia,
Latin America, West Africa and East Africa. The company has two state of the art
manufacturing facilities, one each in Ahmedabad and Dehradun, four marketing divisions and
more than 1,500 employees. Troikaa has the capability to manufacture high quality critical
care injectables, tablets and topical preparations.
3.2 Overview of the Company:

Troikaa is a young and fast growing system oriented Ahmedabad based pharmaceutical
company. Troikaa is recognized as a discovery company, manufacturing innovative products
based on varied Novel Drug Delivery Systems. The company has developed through in-house
R&D, unique patented technology platforms for intra-oral, parenteral, sustained release and
topical drug delivery. All these innovations are backed by requisite clinical trials. The
company has two state of the art manufacturing facilities in India.
The plants are designed for approvals in regulated markets. The company has a near zero
product failure record. Plants are equipped to manufacture tablets, capsules, liquicaps,
parenterals (including parenteral emulsions), topical and inhalation anesthetic products.
27
Mission: We aim to achieve a prominent position in the Pharmaceutical Industry,

recognition by the medical profession and admiration from the society. We strive to
meet the demands of our goals by specifically focusing on the basic fundamentals of
excellence - Innovation, Quality & Service. The quest for excellence encompasses all
aspects of business.
"Small efforts that were continuously and cheerfully put forth pyramid up to become
the edifice that stands out as great work."
Promoters:
Mr. Rajni V. Patel, Chairman
The company is promoted by Mr. Rajni V. Patel, one of the few pharmacy graduates,
of the first batch of L. M. College of Pharmacy, Ahmedabad in 1950. He has a rich
experience of more than 40 years in pharmaceutical industry.
Mr. Ketan R. Patel, Managing Director
Mr. Ketan Patel has more than 25 years in the pharma industry. He is an innovator,
entrepreneur and pharmacist. For his excellence in the academic area, he has received
gold medals both at the graduate and post graduate levels.
Mr. Patel's passion for innovation has been in the area of Novel Drug Delivery,
wherein he has several patents to his credit. Dynapar AQ, the first of his inventions, is
world's first painless diclofenac injection.
His strengths as entrepreneur lie in three major domains- Marketing, Human Resource
Development and Execution. He has conceptualized, developed and implemented
unique in-house training modules which have built strong teams in the organization &
set up business management systems within the organization, to augment execution.
28
Mr. Patel also extends his services to the Centre for Innovation, Incubation and
Entrepreneurship at IIM-Ahmedabad by invitation, as a mentor to aspiring
entrepreneurs."
Mr. Milan R. Patel, Joint Managing Director
Mr. Milan R. Patel is the Joint Managing Director. He is a chemical engineer with a
specialization in process control and automation. He has in-depth experience of
pharmaceutical manufacturing and quality control operations.
Corporate Philosophy:
Troikaa Pharmaceuticals Limited is a young pharmaceutical company, which has
acquired a reputation of an innovative company, over the years. We have been
steadfastly sowing the basics of Innovation, Quality and Service to reap excellence.
Innovation: Means thinking differently and it has been the key drive for our growth.
Faith is an intuition, not only waiting for experience to justify it, but leading towards
experience.
Our deep faith in our capabilities to innovate inspires us to traverse uncharted
domains.
Troikaa has developed unique patented technology platforms for parenteral, topical,
intraoral and oral forms of drug delivery. The technology basket comprises of various
drug delivery systems. All technology platforms are supported by clinical trials.
Quality: Needless to say, Quality is close to our heart.
"The Quality of activities cannot be raised unless; we raise the very texture of our
thoughts and depth of our understanding."
Quality has been an integral part of all our activities and operations. All the raw
materials are sourced from dependable vendors. Highly qualified & skilled personnel,
on state of the art instruments, perform all these procedures. Stringent in-house
29
specification ensures dependable efficacy, high safety and superior stability. Entire
manufacturing operations are automatic, assuring consistent production quality.
Service: Overlooking the profit motive, we manufacture several orphan drugs, which
do not have adequate market potential, but are very essential for healthcare needs of
the medical profession.
Accreditations:
WHO - GMP
ISO 9001:2000
DRDE (Defense Research & Development Establishment)
DSIR (Department of Scientific & Industrial Research)
Troikaa is crowned with the prestigious DSIR National Award for R & D efforts in
Industry (2008) Group-1: Physical & Biological Sciences, for developing Dynapar
AQ 75mg/1ml - The only 75mg/1ml Diclofenac Injection.
Source: http://www.indiamart.com/company/1085901/aboutus.html
Clientele:
Piramal Healthcare Ltd.-India
Patented process of Dynapar AQ 75mg/3ml, is licensed to Nicholas piramal allowing
them to co-market their brand under companys patent.
Sun Pharmaceutical Industries Ltd.
Proprietary process for Diltiazem Gel has been licensed to Sun Pharmaceutical
Industries Limited allowing them to co-market companys brand.
Pentapharm, Switzerland
Pentapharm is companys partner who has made possible for it to enter haemostatic
market.
Midas, Germany
Midas enables Troikaa to tie with the right partners in regulated markets.
Covidien, USA
30
Is business partner in supplying narcotic API on exclusive basis for use in companys
narcotic formulations.
Challenges and competition:

Troikaa mainly focuses on Novel Drug Delivery Systems (NDDS). The company
firmly believes in providing superior therapeutic benefits by improvising the
formulations through Innovative Technologies.
Six patents have been filed in various areas of drug delivery. To handle competition,
Troikaa adopted various multifaceted strategies to help stand their ground in the
competitive market. Another fact that helps us stand out is our high quality products.
Expansion plans:
Company has signed a MOU with Government of Gujarat during Vibrant Gujarat
Global Investor Summit 2009.
Troikaa will be establishing a project under Biotechnology, Anti-cancer / Hormones
and Steroids in an area spanning 65 acres land at Sanand District, Ahmedabad, and
Gujarat.
The company has chalked out plans to invest Rs.141 crores with the object of
expanding its manufacturing capacity as well as to set up state-of-the-art facilities for
various Novel Drug Delivery Systems.
The coming year will also see the company expand its marketing network both in
India as well as in the international markets. The size of the domestic sales team will
be increased from the present 750 to about 2000 by the year 2012.
Troikaa will also set up a facility to manufacture biotechnology products.
Troikaa has R&D centre which is accredited by Department of Scientific and
Industrial Research (DSIR) affiliated to The Ministry of Science and Technology.
Source:
http://www.troikaa.com/media-releases-2008.html,
Downloaded
on
01/06/2010, 08:30 pm
31
3.3 Manufacturing Plants:

Troikaa's manufacturing facilities are state-of-the-art and are certified by the World Health
Organization (WHO) for following Good Manufacturing Practices.
Troikaa has the capability to manufacture high quality Critical Care Injectables, Tablets and
Topical preparations.
The manufacturing facilities are at Thol, an industrial area that is 25 kilometers from
Ahmedabad. For sustaining its growth, Troikaa commissioned one more state-of-the-art
manufacturing plant at Dehradun, Uttaranchal in May 2006.
Ahmedabad Plant: 1983 was the year in which Troikaa was founded. The
manufacturing facilities are at Thol, an industrial area that is 25 Kilometers away
from Ahmedabad. The beginnings were modest. It had a small factory and the
employee strength of the company was 15.
Today, Troikaa's manufacturing facilities are state-of-the-art and they are certified by
ISO 9001:2000 and WHO GMP (The World Health Organization for following Good
Manufacturing Practices). Troikaa possess "Recognition of in house R&D, from
Department of Scientific & Industrial Research (DSIR)". Troikaa's presence in more
than 60 countries is a proof of it's capability to manufacture high quality Critical Care
Injectables, Tablets and Topical preparations.
Dehradun Plant: 2006 has seen the commencement of another state-of-the-art
manufacturing plant at Dehradun and it is certified by ISO 9001:2000 and WHOGMP (the World Health Organization for following Good Manufacturing Practices).
Troikaa's capability to manufacture high quality Critical Care Injectables, Tablets and
Topical preparations are well applauded by the medical profession. Dehradun plant
meets the requirements of domestic as well as international markets.
Source: http://www.troikaa.com/manufacturing.html, downloaded on 01/06/2010,
10:30 am
32
3.4 Product Portfolio:

Troikkaas products are manufactured with the ultimate goal of delivering maximum possible
benefits to the end user. This is achieved through their constant support of innovative
technologies, in manufacturing high quality and cutting edge products.
Troikaa has 6 major product segments namely Aura, Spektra, Hospitroy, Novogen, Speciality
products and Orphan drugs.
1. Aura: A premium cardiac division with the motto of "Concern for the Heart"
contributes to a major share of the total business turnover. Aura is today known in the
industry for its premium brands like Dobucin, Troynoxa PFS, Myonit SR, Myonit
Insta, Myonit injection, Feno-TG, and Eurythmic.
Therapeutic Categories:
Agents affecting Central Nervous System (CNS)
Agents affecting Cardiovascular System (CVS)
Other Preparations
2. Spektra: Spektra is the flagship division of Troikaa. Spektra has a diverse portfolio of
over 50 brands in the therapeutic areas of Pain management, Gynaecology,
Nutraceuticals & Nutrionals. Spektra has attained leadership in key segments by
introducing several proprietary technology platforms.
Nutrition & Dietary Supplements
Anesthetics & Analgesics
Agents affecting Endocrine System
Other Preparations
3. Hospitroy: Hospitroy division is Troikaa's latest endeavor to serve the rapidly
expanding hospital networks in the country. Hospitroy has a total field force of 130
people all over India and shall soon be serving about 5000 hospitals all over India.
The sales force will increase to 200 by 2010. With the motto of "Quality First",
Hospitroy has a significant presence in institutional markets including Director
General of Supplies & Disposals (DGS&D), Armed Forces Medical Stores Depot
(AFMSD), Director General of Health Services (DGHS), Employees State Insurance
Corporation (ESIC), Central Government Health Services (CGHS), Railways, Postal
& Telegraph (P&T), etc.
33
Agents affecting Alimentary System
Anti Infective Agents
Other Preparations
4. Novogen: The branded generic division, Novogen, caters to a specific need of the
pharmaceutical market. Novogen offers products for a variety of common ailments
such as fever, cough, cold, diarrhoea, body ache & infections at reasonable prices. The
objective is to help those patients who cannot afford costly branded medicines.
Novogen offers an effective & economic alternative to the costly medicines.
Agents affecting Alimentary System
Anti Infective Agents
Anti Allergic And Respiratory Preparations
Other Preparations
5. Speciality Products: Our Speciality products have distinct benefits over competitive
products with the support of NDDS, which offers significant therapeutic advantages
to the patients.
Accuflow-The smart infusion system and the only one of its kind in the world, is a
microprocessor controlled device.
Harbavate- Herbavate Cream 30 gm tube.
A scientifically formulated ideal combination developed in an attempt to balance the
side effects of the conventional therapy (e.g. Steroids) without compromising the
therapeutic efficacy.
Isotroy- Isoflurane 100ml & 250ml Bottle.
Isotroy contains Isoflurane that is widely used by anesthetists in various procedures
and surgeries, either alone, or in combination with other injectable anesthetic drugs.
Recharje Forte LiquiCaps- Coenzyme Q10 30mg + Vitamin E 10 IU + Selenium 50

34
- mcg
Recharje Forte is indicated in male-infertility. Higher dose of Coenzyme Q10 is used
in Oncology, Neurology and Cardiology.
NBC kit- Nuclear, Biological and Chemical warfare kit.
Troikaa has a MOU with the Defense Research & Development Organization
(DRDO) for an NBC Kit B, which is custom made as per the requirements of the
armed forces.
Telmikaa- Telmisartan and Hydrochlorothiazide, Telmisartan 20, 40 and 80 tablets.
Telmikaa (telmisartan) is indicated for the treatment of hypertension. It may be used
alone or in combination with other antihypertensive agents.
6. Orphan Drugs: Overlooking the profit motive & to make India self sufficient, we
manufacture several orphan drugs which do not have adequate market potential, but
are essential for the healthcare needs of the medical profession.

Tachyban
Haemaprot
Neopam
Narcotan
Cyan SOS
Source: http://www.troikaa.com/products.html
3.5 Innovative Technologies of Troikaa:

The company's strength lies in its research and formulation development, which has resulted
in the development of proprietary technology platforms like Aquatech (painless
administration of drugs), Lipisol (enables oily formulation to become water miscible), Matrix
(sustained release of small amounts of active ingredient over an extended period of time from
the tablet), etc. The formulations developed from these platforms prove to be better than the
conventional formulations available in the market.
Every product formulation under these platforms is backed by multi-centric clinical trials
conducted at reputed institutions. Some of the products developed from these innovative
technologies include Aqua-E omega (water soluble natural vitamin E), FENO-TG (Microsolve technology), Sitrus-LA (slow release of vitamin C), etc.
It is through constant R&D that the company could develop Dynapar AQ 1 ml, which is the
world's first ever painless diclofenac injection. The company enjoys patent of Dynapar 1 ml,
35
the only 1 ml Diclofenac injection, in more than 20 countries; other countries would soon
follow. (Patent filed in 99 countries).
A. Aquatech: Several drugs are sparingly soluble in water. As a result, injectable
solutions of such drugs are prepared using organic solvents like propylene
glycol as co-solvent along with water. Incorporation of propylene glycol in the
formulation causes pain at the site of injection, which is due to high viscosity
of propylene glycol.
For the first time in the world, Diclofenac 75mg/1ml injection is introduced
for the management of acute pain. Unlike conventional Diclofenac injections,
1ml Dynapar AQ injection can be given intra-deltoid as well.
Multicentric clinical studies have proven the efficacy and safety of 75mg/1ml
Diclofenac injections. Bioequivalence studies show that Dynapar AQ 1ml
injection offers higher bioavailability compared to conventional 3ml
Diclofenac injections.
Studies have shown that majority of intra-gluteal injections may actually be
subcutaneous and it is proven that the rate of absorption is faster when given
intra-deltoid rather than intra-gluteal. Moreover, it is also known, that smaller
volumes of concentrated solution cause less muscle damage as compared to
larger volumes of relatively less concentrated solution.
B. Buccal Paste: The wet slippery mucosa of the oral cavity causes washing out
of the conventional mouth ulcer formulations within a few minutes after
application. As a result, patient does not get enough relief and healing of ulcer
takes a prolonged time.
Tess is manufactured by innovative proprietary Buccal Paste Technology that
makes it possible for the drug to stay on the ulcer for a longer time as it sticks
firmly on the wet, slippery and moving mucosa of the mouth. It forms a
protective film over the mouth ulcer. It, therefore, ensures drug delivery and
speedy healing of ulcers.
C. Decompaction: All tablets, initially, disintegrate into granules in the gastro
intestinal tract. Further dissolution of the granules to finer particles takes

additional time, resulting in a time lag between dosing and onset of action.
36
Decompaction Technology ensures quick decompaction of granules to microfine particles resulting in faster absorption and a quicker onset of action.
Company currently manufactures Paracetamol, Tramadol + Paracetamol, and
Dilcofenac + Paracetamol using this technology.
D. Matrix: Matrix Technology is the one behind the success of companys long
range of Sustained Release Formulations. The Matrix facilitates release of

small amounts of active ingredient, in a controlled manner, over an extended
period of time, from the tablet.
Company currently manufactures Vitamin C, Diclofenac, Nitroglycerin,
Isoxsuprine HCl, Glucosamine, and Paracetamol using matrix technology.
E. Lipotech: Dermis is a barrier to topically applied medicaments. The lipids in
the stratum corneum layer of the dermis prevent absorption of topically
applied drugs.
Penetration of drug molecules across the dermal barriers has been deeply studied
in the very recent past. As a result, new technologies have emerged, which enable
enhanced transportation of drug molecules across the dermis.
Company produces Dynapar gel using this technology.
F. Microsolve: Water insoluble drugs are poorly absorbed from the intestine
yielding low bioavailability.

Microsolve Technology enhances the solubility of such drugs,
improving absorption and resulting in significantly higher bioavailability,
transforming it into supra-bioavailable form.
Company uses microsolve technology to produce Fenofibrate & Amiodarone.
G. Pre Filled Syringe (PFS): Innovations were realized and new methods
developed, making the use of pre-filled syringe (PFS) and cartridge systems
much more convenient and attractive.
Anti-Counterfeiting Measures: Originality seals assure the originality of a
product from its manufacture to its use on the patient. PFS offer several
advantages over traditional packaging in ampoules/vials. A couple of
advantages are ease of use and elimination of several steps that are required
37
before use of a drug in an ampoule/vial. If the drug is lyophilized, one of these

steps is reconstitution.
Elimination of dosing errors: PFS contain the exact deliverable dose desired.
Vials are overfilled by up to 25%, especially if the desired dose is very small,
to ensure that the user may withdraw the desired dose. This overfill of vials
allows the possibility of dosing errors that are eliminated with PFS. With PFS
it is possible to increase the drug supply and reduce waste. Elimination of the
need to overfill reduces wastage of the product and assures delivery of the
complete dose.
PFS assures Delivery of particulate free solution: PFS accommodate
volumes that typically range from 0.25 to 5.0 ml. They are therefore best
suited to products administered by subcutaneous or intramuscular injection.
Three categories account for the bulk of PFS: anti-thrombotics, vaccines and
biotech drugs. PFS are aseptic.
Troikaa is the 1st company to introduce Diclofenac in PFS form as Dynapar
AQ 75mg/ 1ml PFS.
H. Liquicaps: Liquicaps (Liquid-filled & sealed Hard Gelatin Capsules), the
latest innovation in encapsulation technology, are being accepted as the next
generation capsules. Liquicaps are 2-piece hard capsules, filled with oily
medicaments & sealed with a band.
The major benefits offered by Liquicaps over soft gelatin capsules include
lower microbial load in the thin gelatin shell of Liquicaps, as compared to the
heavy microbial burden in softgels.
What is more, Liquicaps disintegrate much faster as compared to softgels &
hence release the active ingredient promptly on ingestion.
Finally, Liquicaps make it possible to offer oily medicaments in gelatin free,
vegetarian capsules.
Products manufactured by Troikaa using this technology are Coenzyme Q10,
Vitamin E, Omega 3 fatty acid, Serenoa Repens, Cod Liver Oil, Any oily
medicament viz Evening Primrose Oil, Flaxseed Oil etc.
38
I. Lipisol: It is a natural fact that Oil & Water are immiscible. Lipisol
Technology enables an oily formulation to become water miscible, thereby
increasing the bioavailability of the active ingredient.
A unique solubiliser used in this technology ensures that the oil is divided into
micronised droplets, with sizes not more than 15 microns in diameter. These
micronised
oil
droplets
are
absorbed
rapidly, resulting
in
higher
bioavailability. Besides, Lipisol Technology ensures effective absorption of

oily drugs, both on fasting as well as with food.
Products manufactured by Troikaa using this technology are Vitamin E,
Coenzyme Q10, and Omega 3 Fatty Acids.
J. Intraoral Drug Delivery: Intraoral drug delivery technology provides an
excellent route of drug administration for delivery of drugs into systemic
circulation as well as locally to buccal mucosa.
Intraoral route provides several advantages such as prompt onset of action and
predictable delivery of drugs. It is especially helpful in drugs that either
undergo extensive first pass metabolism or are destroyed in the stomach by the
content of gastric fluids. However, tissue permeability of the mucosa, size of
the drug molecule and solubility of the drug provide challenges to Intraoral
route of drug delivery.
Both Buccomax and Vectoral provide platforms to manufacture Intraoral
formulations with prompt onset of action. Furthermore, Vectoral also enables
manufacture of muco-adhesive sustained release formulations. The Buccomax
and Vectoral technology can be beneficially employed to manufacture various
dosage forms of drugs such as analgesics/ antipyretics, anti-spasmodic, antiemetics, tranquilizers etc.
Oral Transmucosal Fentanyl Citrate & Lidocaine Lozenge are produced by
this technology.
K. Parenteral Emulsion: Troikaa possesses state-of-the-art-technology to
manufacture parenteral emulsions, including nano emulsions. Our parenteral
emulsions are characterized by high levels of uniformity. Uniformity of
globules in emulsions impacts the stability of the emulsion. Hence, greater the
uniformity better is the stability. Besides, emulsions with high homogeneity
39
display predictable pharmacokinetic profile of the drug being administered.

The usual globule size of our emulsion is around 200 nm, but Troikaa have the
capability to produce emulsions of lower globule sizes.
They have a fully automated, state-of-the-art facility that is capable of
manufacturing parenteral emulsions in large volumes.
Propofol emulsions 10 & 20ml Vials use this technology.
L. Duophase: Conventional slow release tablets are manufactured based on
technology platforms, which were established several years ago. These slow
release tablets provide sustained action but have lower Cmax & AUC.
Original research Duophase Technology - a Biphasic Drug Release system,
programs the tablet to provide initial surge of loading dose followed by timed
release of the drug to ensure Zero Order release pattern. The zero order
mechanism ensures that a steady amount of drug is released over time,
minimizing potential peak / trough fluctuations and side effects, while
maximizing the amount of time the drug concentrations remain within the
therapeutic window (efficacy).
Initial surge releases 50% of the drug to provide prompt symptomatic relief.
Subsequent timed delivery ensures release of remaining 50% of the drug at a
rate adequate to ensure Zero Order release pattern.
Thus Duophase technology allows 8 hourly dosing instead of the conventional
4-6 hourly dosing.
Company produces Xykaa Extend Parecetamol 650 mg extended release
tablet using duophase technology.
Source: http://www.troikaa.com/innovative-technologies.html,Downloaded on
02/06/1010, 07:35 pm
3.6 International Business:

Troikaas export drive started just 3 years ago. Today its products are exported to more than
60 countries and this list continues to grow month after month. The company has more than
350 registrations worldwide and this number will increase to 750 in next 12 months.
Companys products are currently marketed and prescribed in countries listed below.
40
Africa
Benin
Botswana
Burkina Faso
Cameroon
D. R. Congo
Ethiopia
Ivory Coast
Kenya
Malawi
Mali
Mauritius
Mozambique
Nigeria
Senegal
South Africa
Sudan
Tanzania
Uganda
Zambia
Togo
Gabon
Congo Brazaville
Asia
Cambodia
China
Hong Kong
Indonesia
Korea
Laos PDR
Malaysia
Myanmar
Nepal
Papua-New-Guinea
Philippines
Sri Lanka
Thailand
Vietnam
--
Middle East &

North Africa
Algeria
Jordan
Syria
CIS
Azerbaijan
Belarus
Georgia
Moldova
Europe
Bulgaria
Netherlands
Turkey
-
Latin America
Bahamas
Bolivia
Brazil
Chile
Colombia
Costa Rica
Cuba
Dominican Republic
Ecuador
El Salvador
Guatemala
Haiti
Honduras
Jamaica
Panama
Paraguay
Peru
Uruguay
Venezuela
-
Source: http://www.troikaa.com/global-operations.html,Downloaded on 02/06/2010, 11:00

pm
4. Research Methodology
I. Problem Definition:
Objective of the Study:
As a student the main purpose of this Internship was to introduce myself to the
corporate world where I can apply all theoretical concepts those I learned at B-school
and acquire some practical knowledge in the field of Pharmaceutical Marketing.
41
From companys point of view my basic objective was to collect some relevant
information about the combination of Pregabalin + Methylcobalamin.
II. An approach to the problem:
All the necessary instruction was given to me to start with my work by my project
guide. I was asked to collect information from chemists about various brands
available in the market containing above mentioned molecules. Major information
required is brand names, Name of companies manufacturing, average sales data and
their prices.
III. Research Design:
Research design is a framework or blueprint for conducting the marketing research project. It
specifies the detail of the procedures necessary for obtaining the information needed to
structure and/or solve marketing research problems.
Exploratory Research design:
1. Secondary Data: In this study I have used both internal as well as external secondary
data for the base of the project.
I have used various computerized databases like internet based Numerical databases
and Full-Text databases. I have collected some data from the intranet of the company.
I have also utilized some offline databases available directly from organization.
2. Primary Data: Primary data is basically the live data which I collected on field. The
study includes Quantitative Primary data which are mainly of descriptive type and
were collected through direct survey of respondents (Chemists).
Source: Main source for the primary data for the project was questionnaires which I
got filled by the chemists or sometimes filled myself on the basis of discussion with
the chemists.
Conclusive Research Design:
42
The study is Single Cross Sectional design which is sub type of descriptive research design
as only one sample of 100 chemists is drawn and information is collected only once from this
sample.
The Six Ws Of descriptive design:
1. Who- Here the respondent is Chemist at Pharmacy.
2. What-Here the various information like no. of different brands containing
combination of pregabalin and methylcobalamin as active ingredients being sold by
chemists, their prices and sales data are collected.
3. When- The information is collected between 12 to 4 p.m.
4. Where- The respondents are surveyed at Pharmacy (drug store).
5. Why- The information is collected mainly to know about market scenario of this
combination.
6. Way-The information is mainly obtained through personal interviews of chemists.
Sample Design:
A. Product: Brand containing combination of Pregabalin + Methylcobalamin.

B. Target Population: All the chemists selling brand(s) containing Pregabalin +
Methylcobalamin combination.
C. Sample size : 100
D. Sample Element : Individual chemist selling Brand(S) containing combination of
Pregabalin + Methylcobalamin
E. Extent : Ahmedabad (refer Table 5.2, Pg no.54)
43
F. Time : 2010
G. Sampling frame : Not available
H. Sampling technique : Non Probability (Convenient)
I. Research Instrument: Questionnaire
J. Replacement & Without replacement : Without Replacement
IV. Field Work/Data Collection:

Data is collected by direct survey of chemists at their place (drug store) using suitable
questionnaire.
Questionnaire contains both structured as well as unstructured questions that ask
respondents to provide all relevant information.
V. Data Preparation and Analysis

The data is analyzed using suitable quantitative and graphical methods. I have used
pie charts and Bar Charts to represent data in graphical manner.
VI. Present the findings:
Report making
Presentation
Reference: Marketing Research, An Applied orientation by Naresh K. Malhotra and

Satyabhusan Dash 5th Edition. Page no. 10, 11.
44
5. About My Project Work
As mentioned earlier I was given combination of two molecules i.e. Pregabalin +

Methylcobalamin for market survey. And I had to collect data about various brands available
in the market, their sales data and prices.
I was also asked to collect information about the doctors prescribing this combination in
given area.
5.1 About Combination: Pregabalin + Methylcobalamin

Pregabalin ((S)-3-(aminomethyl)-5-methylhexanoic acid) is a structural derivative of the
inhibitory neurotransmitter -aminobutyric acid (GABA). Pregabalin is structurally related to
gabapentin and has a similar pharmacological profile and anticonvulsant and analgesic
activity.
Methylcobalamin (called Methyl B12) is the form of vitamin B12 that can be directly
utilized by the body and is available in the quantities nutritionally needed by the body to
repair itself. Methyl B12 can be taken orally and is immediately available to the body much
like injectable vitamin B12.
This combination is widely used for the treatment of Neuropathic Pain or Neuropathies,
simply called nerve pain.
45
What is neuropathy?
The word neuropathy is derived from two parts: "neuro" referring to the nerve and "pathy"
indicating disease. A neuropathic pain is initiated or caused by a primary lesion or
dysfunction in the nervous system. As much as 3% of the population is affected.
Neuropathic pain may result from disorders of the peripheral nervous system or the central
nervous system (brain and spinal cord).
Peripheral neuropathy:
Peripheral neuropathy is a condition involving the nerves outside the central nervous system,
mainly in the arms and legs.
Nerves are the communication lines of the body. Electrical signals from the brain travel
through the nerves and give instructions to the various body parts. The body receives
information from the environment through the senses and sends this information to the brain
via the nerves.
The majority of the peripheral nerves are responsible for sensations you feel such as touch,
pain and temperature. There are literally millions of these nerve endings in your fingers,
hands, toes and feet which are designed to keep you out of danger and away from the things
that are hot, cold, sharp, etc.
Peripheral nerve cells have three main parts: cell body, axons, and dendrites.
46
Nerve damage or neuropathy normally occurs when the outer sheathing or the myelin
(protective covering) of nerve cells degenerate. Without this protection the electrical signals
are not transferred properly just like if you stripped the covering off of the electrical wires in
your house.
47
Source: http://www.mcvitamins.com/neuropathy.htm#A
As the nerve damage gets worse, the nerves either lose their ability to transmit information
(numbness), or they start sending false signals (pain and tingling).
When the insulation begins to crumble, the unprotected "wire" will start short-circuiting.
Neuropathy is the condition where the nerves have sustained enough damage that there is
noticeable numbness, pain or tingling.
What causes this nerve damage?
Most commonly, it is diabetics that suffer from this type of nerve pain and it is a major
complication of the disease. It is the higher than normal sugar levels that creates the
damage.
However, there are many other reasons some of which are listed below (alphabetically). It is
an acquired disease.
Alcoholism
Amyloidosis (metabolic disorder)

48
Autoimmune disorders
Bell's Palsy
Cancer
Cancer treatments
Carpal tunnel syndrome
Charco Marie-Tooth disease
Chemotherapy Treatment
Chronic kidney failure
Compression neuropathy - pressure on an area
Connective tissue disease (e.g., rheumatoid arthritis, lupus, sarcoidosis)
Diabetes mellitus
Foods that are toxic
Herniated disc
Infectious disease (e.g., Lyme disease, HIV/AIDS, hepatitis B, leprosy)
Liver failure
Radiation Treatment
Radiculopathy
Surgeries that damage a nerve
Vitamin deficiencies (e.g., pernicious anemia, etc.)
Zinc induced copper deficiency (denture adhesive creams)
Chronic Neuropathy can start when your nerves are deprived of oxygen (anoxia). Too many
free radicals in your bloodstream can also attach themselves to the oxygen and make it
unavailable to the cells. Sometimes inflammation in the lower back or sciatic nerve area of
the buttocks can restrict blood flow, depriving oxygen to the nerves.
Common drugs like statins (to reduce cholesterol) can eat away the myelin sheath - which is
composed mostly of cholesterol. Statins are designed to lower the cholesterol which is what
the body needs to maintain the myelin sheath.
49
Symptoms:
More than 100 types of peripheral neuropathy pain have been identified, each with its own set
of symptoms, development, Impaired function and symptoms.
These symptoms depend on the type of nerves -- motor, sensory, or autonomic -- that are
damaged. Some people may experience numbness, tingling, and pricking sensations,
sensitivity to touch, or muscle weakness. It is the cause of numbness in the fingers and even
left arm pain and tingling.
Others may suffer more extreme symptoms, including burning pain (especially at night),
shooting pain, muscle wasting, paralysis, or organ or gland dysfunction. Small fiber
neuropathy affects the nerve endings in the fingers or toes.
The symptoms of nerve damage and thus what is referred to as diabetic nerve pain and other
nerve pain are often slight at first. In fact, some mild cases may go unnoticed for a long time.
Numbness, pain, or tingling in the feet and ankles or legs may, after several years, lead to
weakness in the muscles of the feet and burning feet.
Diabetic neuropathy can flare up suddenly and affect specific nerves so that an affected
individual will develop double vision or drooping eyelids, or weakness and atrophy of the
thigh muscles. Nerve damage caused by diabetes generally occurs over a period of years and
may lead to problems with the digestive tract and sexual organs, which can cause indigestion,
diarrhea or constipation, dizziness, bladder infections, and impotence.
Major Uses of the combination:

Diabetic Neuropathy: Diabetic neuropathy is a nerve disorder caused by diabetes.
Diabetic neuropathy is most likely to occur in people who have had diabetes for
several years. In fact, keeping your blood sugar under control can be a very effective
way to prevent diabetic neuropathy. There are several different types of diabetic
neuropathy, and this combination is approved to treat a specific type called diabetic
peripheral neuropathy. This type of diabetic neuropathy damages nerves in the legs
and arms. The feet and legs are likely to be affected before the hands and arms.
50
Epilepsy: Epilepsy is a brain condition that occurs when there are sudden, brief
changes in how the brain's electrical system works. These changes in brain activity
can lead to a seizure. Depending on which part of the brain is affected, a seizure may
affect the person's consciousness, body movements, emotions, or senses (taste, touch,
smell, vision, or hearing).
Some people may have only a single seizure during their lives, and one seizure does
not mean that a person has epilepsy. In fact, the term epilepsy refers to a number of
different kinds of unprovoked, recurring seizures that happen for a number of
different reasons.
In over half of all cases, the cause of epilepsy is not known. When the cause of
epilepsy is known, it may be one of the following:
Other medical conditions, such as a stroke or Alzheimer's disease
Head trauma
A brain tumor or brain infection, such as meningitis
Alcohol or drug abuse
Genetics
There are over 30 different types of seizures a person with epilepsy may experience.
These seizures are generally classified into two main categories -- partial seizures
(also known as focal seizures) and generalized seizures. Partial seizures occur in just
one part of the brain. About 60 percent of people with epilepsy have partial seizures.
Epilepsy treatments may include medications, surgery, diet changes and biofeedback.
Pregabalin is approved to be used along with other seizure medications to treat partial
seizures. It is not approved to be used alone for this use.
Fibromyalgia: Fibromyalgia is a disorder that causes muscle pain and fatigue (feeling
tired). People with fibromyalgia have "tender points" on the body. Tender points are
specific places on the neck, shoulders, back, hips, arms, and legs. These points hurt
when pressure is put on them. Other fibromyalgia symptoms may include:
51
Trouble sleeping
Morning stiffness
Headaches
Painful menstrual periods
Tingling or numbness in the hands and feet
Problems with thinking and memory (sometimes called "fibro fog").
This combination is approved to treat fibromyalgia and is especially useful for

relieving fibromyalgia pain.
Postherpetic Neuralgia: About one million people develop shingles each year, and a
number of them experience a complication called postherpetic neuralgia. Postherpetic
neuralgia is pain that is present in the affected area for months, or even years, after the
shingles rash has healed. The most bothersome of postherpetic neuralgia symptoms is
pain. The pain with postherpetic neuralgia may be described as agonizing,
excruciating, burning, sharp, electric-like jabs, burning, throbbing, or aching. This
pain can result in an inability to perform daily tasks of living.
Postherpetic neuralgia treatment usually involves medication. Pregabalin is one of the
medications approved to treat the pain associated with postherpetic neuralgia.
Source:
http://shingles.emedtv.com/postherpetic-neuralgia/postherpetic-neuralgia-
treatment.html
Side effects
As with any medicine, side effects are possible with pregabalin. However, not everyone who
takes the medication will experience side effects. In fact, most people tolerate pregabalin
quite well. If side effects do occur, in most cases they are minor and either require no
treatment or are easily treated by you or your healthcare provider.
Common side effects:
52
Dizziness -- in up to 45 percent of people
Drowsiness -- up to 28 percent
Coordination problems -- up to 20 percent
Weight gain -- up to 16 percent
Dry mouth -- up to 15 percent
Infections -- up to 14 percent
Headaches -- up to 14 percent
Accidental injury -- up to 11 percent
Shakiness (tremors) -- up to 11 percent.
Some other common pregabalin side effects, occurring in 1 percent to 10 percent of people,
included:
Memory loss, problems concentrating, or slow thinking
Constipation
Speech problems
Weakness
Increased appetite
Problems walking
Twitching
A spinning sensation (vertigo)
Chest pain
Gas
Unexplained pleasant or happy feelings (euphoria)
Vomiting
53
Back pain
Bladder control problems
Flu-like symptoms (such as body aches and chills)
Low blood sugar (hypoglycemia)
Nervousness
Fatigue
Feeling abnormal or drunk
Sinus infections
Joint pain
Muscle spasm.
Source: http://pain.emedtv.com/pregabalin/pregabalin-side-effects-p2.html, Downloaded on

10/05/2010, 11:00 am
Who prescribes this combination?
M.D.
Diabetologist
Orthopedics
Dentists
M.B.B.S
Various strengths available in the market
Pregabalin 50mg + Methycobalamin 750mcg

54
5.2 Area covered for survey

I was given Ahmedabad as a major working area for my survey in which I have surveyed
chemists in following different areas.
Table 5.2
New C.G Road
Chandkheda
Jantanagar
Visat cross road
Ramnagar, Tolnaka
Sabarmati
Subhasbridge, RTO
Akhbarnagar
NavaWadaj
Paldi
Asarva
Vastrapur
Judges Bungalow Road
Shyamal Cross Road
Satelite
Ranip
Ushmanpura
Navarangpura
Gurukul
Nirnay Nagar
Gulbaitekra
55
5.3 Various Brands available in the Market

Sr.No.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
Name of the Brand

Pregeb M 75
Pregeb M 150
Pregalin M 75
Pregalin M SR 150
Pregalin X 75
Pregalin X 150
Pregator S.R
Neugaba M 75
Maxgalin M 75
Prelin M 75
Pregabid ME 75
Pregamet 75
Pregaba M 75
Pregaba plus
Pregastar M 75
Gabastar M 75
Mahagaba M
Zylin M 75
Nervmax M
Gabafit M 75
Gabafit M 150
Name of company
Torrent
Torrent
Torrent
Torrent
Torrent
Torrent
Micro Lab.
Sun Pharma
Sun Pharma
Intas
Intas
Nicholas Piramal
Unichem
Unichem
Lupin
Lupin
Mankind
Zydus
Alkem
Healtheon
Healtheon
M.R.P(Per Strip)
88.50
160.00
88.00
147.00
88.34
164.00
108.00
85.00
91.00
108.00
80.00
85.00
85.00
92.00
85.66
111.00
85.00
85.25
82.00
70.00
135.00
5.4 Tools and Techniques

As no study could be successfully completed without proper tools and techniques, same with
my project. For the better presentation and right explanation I used tools of statistics and
computer very frequently. And I am very thankful to all those tools for helping me a lot.
Basic tools which I used for project from statistics are- Pie charts
- Bar charts
- Tables
Bar charts and pie charts are really useful tools for every research to show the result in a well
clear, ease and simple way. Because I used bar charts and pie charts in project for showing
data in a systematic way, so it need not necessary for any observer to read all the theoretical
detail, simple on seeing the charts anybody could know that what is being said.
6. Analysis and Interpretation

6.1Company wise Sales Analysis:
Table 6.1
Name of
Company
Total Sales (In

Rs.)
Torrent
Intas
Mankind
Lupin
Sun Pharma
Unichem
Micro. Lab
Healtheon
Nicholas Piramal
Zydus
Alkem
99309.9
23892
13770
9025.7
8224
6495
2700
1780
1615
852.5
410
Grand Total
168074.1
Company Wise Sales Analysis

120000
99309.9
100000
80000
60000
40000
20000
0
23892
Total Sales(In Rs.)

137709025.7 8224
6495 2700 1780 1615 852.5
410
Figure 6.1
The graph shows that Torrent, Intas, Mankind, Lupin and Sun Pharma are top 5
players for this combination.
Torrent is the market leader with an overall sale of worth rupees 99309.
Intas and Mankind are at 2nd and 3rd in terms of sales respectively.
6.2Company wise % Sales Analysis
Table 6.2
Name of
Company
Torrent
Intas
Mankind
Lupin
Sun Pharma
Unichem
Micro. Lab
Healtheon
Nicholas Piramal
Zydus
Alkem
Sales in %
59.08697414
14.21515867
8.192814955
5.370071891
4.893079897
3.864366967
1.606434305
1.05905669
0.960885705
0.507216757
0.243940024
Total
100
Sales in %
Torrent
Intas
Mankind
4% 2% 1% 1% 1% 0%
5%
Lupin
Sun Pharma
5%
Unichem
8%
Micro.Lab
59%
14%
Healtheon
Nicholas Piramal
Zydus
Alkem
Figure 6.2
Torrent accounts for 59% of the total sales for this combination.
Intas and Mankind accounts for 14% and 8% of the sales respectively.
Zydus contributes less than 1% in the total sales amount.
6.3Brand wise Sales Analysis

6.3.1 Torrent Pharma
Table 6.3.1
Name of
Brand
Strips per
month
Price per
strip
Sales in
Rupees
% Sales
Pregeb M 75
Pregeb M 150
Pregalin M 75
Pregalin M SR
150
Pregalin X 75
Pregalin X 150
397
51
396
88.5
160
88
35134.5
8160
34848
35.37864805
8.216703471
35.09015717
41
60
60
147
88.34
164
6027
5300.4
9840
6.06888135
5.33723224
9.908377715
99309.9
100
Total
Sales in %
10%
Pregeb M 75
5%
35%
6%
Pregeb M 150
Pregalin M 75
Pregalin M SR 150
Pregalin X 75
Pregalin X 150
35%
8%
Figure 6.3.1
We can see from the graph that Torrent has 6 different brands for this combination.
Out of 6 brands Pregeb M 75 and Pregalin M 75 are leading brands of torrent with
sales contribution of 36% and 35% of the total sales.
Pregeb M 75, Pregalin M 75 and Pregalin X 75 are three brands for the strength of
75mg+750mcg and accounts for the total sales of 76% (36+35+5) of the total sales.
And Pregeb M 150, Pregalin M 150 and Pregalin X SR 150 are three brands for the
strength of 150mg+750mcg and accounts for the sales of 24% of the total sales only.
6.3.2 Intas Pharmaceuticals

Table 6.3.2
Name of the
Brand
Strips per
month
Price per
strip
Sales in
Rupees
Prelin M 75
179
108
19332
Pregabid ME
75
57
80
4560
Total
23892
% Sales
80.914113
51
19.085886
49
100
Sales in %
19%
Prelin M 75
Pregabid ME 75
81%
Figure 6.3.2
Intas has two major brands of this combination with strength of 75mg+750mcg.
As the graph shows prelim M 75 is the leading brand with almost 81% of the total
sales.
And the Pregabid ME 75 accounts for about 19% of the total sales.
6.3.3 Lupin Pharma

Table 6.3.3
Name of the
Brand
Strips per
month
Price per
strip
Sales in
Rupees
% Sales
Gabastar M
111
888
Pregastar M 75
95
85.66
8137.7
9.83857207
8
90.1614279
2
Total
9025.7
100
Sales in %
10%
Gabastar M
Pregastar M 75
90%
Figure 6.3.3
Lupin with the 2 brands is at 4th position in terms of sales after mankind.
As graph indicates pregastar M 75 is no. 1 brand of lupin for this particular
combination which accounts for about 90% of the total sales.
Gabastar M accounts for the rest 10% of the sales.
6.3.4 Healtheon Pharma

Table 6.3.4
Name of the
Brand
Strips per
month
Price per
strip
Sales in
Rupees
% Sales
Gabafit M 75
10
70
700
39.3258427
Gabafit M 150
108
1080
60.6741573
1780
100
Total
Sales in %
39%
Gabafit M 75
Gabafit M 150
61%
Figure 6.3.4
Healtheon Pharma contributes only 1% in the total sales with sales of 1780 rupees.
Out of this Gabafit M 150 (150mg+750mcg) accounts for about 61% of the sales.
And remaining 39% of the sales is from brand Gabafit M 75 (75mg+750mcg).
6.3.5 Sun Pharma

Table 6.3.5
Name of the
Brand
Neugaba M 75
Strips per
month
55
price per
strip
85
Sales in
Rupees
4675
% Sales
Maxgalin M 75
39
91
3549
43.15418288
8224
100
Total
56.84581712
Sales in %
Neugaba M 75
Maxgalin M 75
43%
57%
Figure 6.3.5
Sun Pharma is at no. 5 after Lupin with an overall sale of 8224 rupees which is about
5% of the total sales.
Sun Pharma has 2 brands namely Neugaba M 75 and Maxgalin M 75, both with
75mg+750mcg strength.
Neugaba M 75 accounts for 57% of the sales of Sun Pharma of this combination.
And rest 43% of the sales is from brand Maxgalin M 75.
6.3.6 Unichem Lab.

Table 6.3.6
Name of the
Brand
Pregaba M 75
Strips per
month
price per
strip
Sales in
Rupees
% Sales
71
85
6035
92
460
Pregaba Plus
Total
92.9176289
5
7.08237105
5
6495
7%
100
Sales in %
Pregaba M75
Pregaba Plus
93%
Figure 6.3.6
Unichem Lab. accounts for about 4% in the total sale of the combination with sale of
Rs. 6495.
It has two major brands as shown in the chart.
Pregaba M 75 is the highest contributing brand of the company for this combination
and accounts for about 93% of the sales.
The other brand, Pregaba Plus accounts for the rest of sales which is 7%.
6.4Overall Sales Analysis

Table 6.4
Name of the
Brand
Pregeb M 75
Strips per
month
397
Price per
strip
88.5
Sales in
Rupees
35134.5
Pregalin M 75
396
88
34848
Prelin M 75
179
108
19332
Mahagaba
162
85
13770
Pregalin X 150
60
164
9840
Pregeb M 150
51
160
8160
Pregastar M 75
95
85.66
8137.7
Pregaba M 75
71
85
6035
Pregalin M SR
150
Pregalin X 75
41
147
6027
60
88.34
5300.4
Neugaba M 75
Pregabid ME 75
55
57
85
80
4675
4560
Maxgalin M 75
39
91
3549
Pregator S.R
25
108
2700
Pregamet 75
19
85
1615
Gabafit M 150
108
1080
Gabastar M
111
888
Zylin M 75
10
85.25
852.5
Gabafit M 75
10
70
700
% Sales
20.9041726
2
20.7337120
9
11.5020696
2
8.19281495
5
5.85456057
8
4.85500145
5
4.84173349
7
3.59067815
9
3.58591835
4
3.15360903
3
2.78151125
2.71308904
8
2.11156864
7
1.60643430
5
0.96088570
5
0.64257372
2
0.52833839
4
0.50721675
7
0.41648296
8
Pregaba Plus
92
460
Nervmax M
82
410
Total
168074.1
0.27368880
7
0.24394002
4
100
*Graph is given on the next page.
Overall Sales in Rupees

40000
35134.5
35000
30000
25000
20000
19332
13770
15000
9840
8160
10000
5000
0
34848
6035
6 027
5300.4
8137.7
4560
3549
2700
1615
1080888
852.5
700
460410
4675
Sales in Rupees
Figure 6.4
Above chart shows sales figures of each individual brand containing combination of
Pregabalin + Methylcobalamin.
There are 21 different brands available as shown above.
Pregeb M 75 is the market leader with total sales of worth rupees 35134 which is
almost 21% of the total sales.
Pregalin M 75 occupies second place in terms of sales with total sales of rupees 34848
after Pregeb M 75.
Prelin M 75, Mahagaba and Pregalin X 150 are at 3rd, 4th, and 5th place with the sales
of rupees 19332, 13770 and 9840 respectively.
So we can conclude that Torrent, Intas and Mankind are the major players in the
market for this particular combination.
6.5 Strength wise Sales Analysis

6.5.1 Overall Sales Comparison (Strength wise)
Table 6.5.1
Strength of Combination
Pregabalin
75mg+Methylcobalamin750mcg
Pregabalin
150mg+Methylcobalamin750mcg
Total
Sales In
Rupees
25107
Sales in %
85.0619458
9
14.9380541
1
168074.1
100
142967.1
Overall Sales Comparison(Strength wise)

160000
140000
120000
100000
80000
60000
40000
20000
0
142967.1
25107
Sales In Rupees
Figure 6.5.1
The graph compares two different strengths of the combination in terms of the total
sales.
Pregabalin 75mg+ Metylcobalamin 750mcg is one of the major strengths of this
combination with an overall sales of rupees 142967 which is almost 85% of the total
sales.
And second strength that is Pregabalin 150mg + Methylcobalamin 750mcg accounts
for the rest of the sales.
6.5.2 Sales Comparison among the Companies (Strength Wise).

Table 6.5.2
Name of
company
Torrent
Intas
Mankind
Lupin
Sun Pharma
Unichem
Micro. Lab
Healtheon
Nicholas Piramal
Sales(75mg+75
0mcg)
75282.9
23892
13770
9025.7
8224
6495
2700
700
1615
Sales(150mg+750
mcg)
24027
0
0
0
0
0
0
1080
0
Total
Sales
99309.9
23892
13770
9025.7
8224
6495
2700
1780
1615
Zydus
Alkem
852.5
410
0
0
852.5
410
Total
142967.1
25107
168074.1
Strengthwise Sales Comparison

80000
70000
60000
50000
40000
30000
20000
10000
0
Sales(75mg+750mcg)
Sales(150mg+750mcg)
Figure 6.5.2
From graph it is clear that Torrent and Healtheon are having sales of both the
strengths for the combination and rests of the companies have sales of only single
strength (75mg+750mcg).
Torrent is the market leader for both the strengths with the sales of rupees 75282.9
and rupees 24027 for the strengths 75mg + 750mcg and 150mg + 750mcg
respectively.
6.6 Price Comparison of Various Brands

Table 6.6
Name of the Brand
Pregeb M 75
Pregeb M 150
Pregalin M 75
Pregalin M SR 150
Pregalin X 75
Pregalin X 150
M.R.P(Per Strip)
88.5
160
88
147
88.34
164
Pregator S.R
Neugaba M 75
Maxgalin M 75
Prelin M 75
Pregabid ME 75
Pregamet 75
Pregaba M 75
Pregaba plus
Pregastar M 75
Gabastar M 75
Mahagaba
Zylin M 75
Nervmax M
Gabafit M 75
Gabafit M 150
108
85
91
108
80
85
85
92
85.66
111
85
85.25
82
70
135
*Graph is given on next page
Brand wise Price Comparison

180
160
164
160
147
135
140
120
100 88.5
108
88 88.34
85
91
80
M.R.P Per Strip
111
108
80
92
85.25
85 85 85.66 85
82
70
60
40
20
0
Name Of Brands
Figure 6.6
The chart no.6.6 compares price per strip of various brands for this combination.
The red bars indicate price of brands with 150mg+750mcg strengths.
The highest price for this strength is Rs.164 and name of the brand is Pregalin X 150
of Torrent Pharma. And the lowest price is Rs.135 of Gabafit M 150 brand from
Healtheon Pharma.
The Blue bars indicate prices of brands with strength of 75mg+750mcg.
Most of the brands of this strength has price in the range of Rs.80-85.The highest
price for this strength is Rs.111 and name of the brand is Gabastar M 75 of Lupin
Pharma.
And the lowest price is Rs.70 of Gabafit M 75 brand from Healtheon Pharma.
So we can conclude that both the brands of Healtheon Pharma are cheapest in the
market.
7. Findings
From detailed analysis of the charts and Tables it can be found that,
There are 11 major companies with about 21 different brands exist in the market for
the combination of Pregabalin (75/150mg) + Methylcobalamin (750mcg).
An overall sale of this combination is worth Rs.168074.1 for the sample of 100
chemists under study.
Torrent, Intas, Mankind, Lupin and Sun Pharma are top 5 players for this
combination.
Torrent has 6 different brands available in the market.
Torrent is the market leader with an overall sale of worth rupees 99309 and accounts
for 59% of the total sales.
Intas and Mankind are at 2nd and 3rd in terms of sales respectively.
Pregeb M 75 is the market leader with total sales of worth rupees 35134 which is
almost 21% of the total sales.
Pregalin M 75 occupies second place in terms of sales with total sales of rupees 34848
after Pregeb M 75.
Prelin M 75, Mahagaba and Pregalin X 150 are at 3rd, 4th, and 5th place with the sales
of rupees 19332, 13770 and 9840 respectively.
Torrent is the market leader for both the strengths with the sales of rupees 75282.9
and rupees 24027 for the strengths 75mg + 750mcg and 150mg + 750mcg
respectively.
The highest price for this combination is Rs.164 and name of the brand is Pregalin X
150 of Torrent Pharma. And the lowest price is Rs.70 of Gabafit M 75 brand from
Healtheon Pharma.
The combination is mainly prescribed by the M.Ds, Orthopedics, Dentists and
Diabetologists.
8. Suggestions
If a company is planning to launch a new product in the market for this particular
combination than my suggestion is that company should go for Pregbalin 75mg +
Methylcobalamin 750mcg first because this is the highest running strength of this
combination.
Company should keep the Price in between 70 to 80 rupees per strip to compete with
the other brands because price is the only P where company can differentiates as per
my study.
Company can also introduce other strengths for this combination i.e. Pregbalin 150mg
+ Methylcobalamin 750mcg and Pregbalin 150mg + Methylcobalamin 1500mcg.
M.Ds, Dentists, Orthopedics and Diabetologists are the target Doctors for this
combination and should be met frequently by the executives of the company.
To promote our product it is necessary to give daily reminders to the doctors because
they have very short memory for any product and it is difficult to remember name of
all the brands they came across in a day.
9. Limitation of the Study

This research focuses on Ahmedabad city only covering major areas. Therefore
findings and suggestions given on the basis of this research cannot be extrapolated to
the entire country.
Sample size is 100 which is not large enough to study the exact market scenario.
Sampling technique is convenient sampling so it may results in personal biases.
As study involves personal survey of chemists it may result in respondents biases.

Recording and coding error may also possible.
10. Conclusion
Troikaa Pharmaceuticals Limited is a young pharmaceutical company, which has acquired a
reputation of an innovative company, over the years.
I would like to conclude by saying that Torrent, Intas, Mankind, Lupin and Sun Pharma are
top 5 players for the combination given to me and Torrent is the market leader for both the
strengths with the sales of rupees 75282.9 and rupees 24027 for the strengths 75mg +
750mcg and 150mg + 750mcg respectively.
So I can say that at present Torrent can be major competitor for the company apart from
others.
Appendix 1: Bibliography
Textbooks:
Marketing Research, An Applied orientation by Naresh K. Malhotra and Satyabhusan
Dash 5th Edition. Page no. 10,11,78,79,83,84,97.
Websites:
http://www.indiamart.com/company/1085901/aboutus.html
http://siva-in.jobstreet.com/_profile/previewProfile.asp?advertiser_id=33198
http://www.expresspharmaonline.com/20100215/market06.shtml
http://www.troikaa.com/media2008-economic5jan.html
http://www.troikaa.com/company.html
http://www.pharmabiz.com/article/detnews.asp?articleid=32663&sectionid=50
http://business.rediff.com/report/2010/feb/25/budget-2010-economic-survey-indian-
pharma-industry-3rd-largest-globally-survey.htm
http://www.reportlinker.com/p052480/Indian-Pharmaceutical-Sector-PESTAnalysis.html
http://www.articlefeeder.com/Business__Finance_and_Management/Pharmaceutical_
Research_And_Development_Services_In_India.html
http://www.pharmainfo.net/namanm/role-pharmaceutical-industry-indian-gdp
http://www.bain.com/bainweb/publications/publications_detail.asp?
id=26213&menu_url=publications_results.asp
http://www.dancewithshadows.com/pillscribe/indian-pharma-exports-surge-to-12-bnin-first-3-quarters-of-2009-09/
http://www.iloveindia.com/economy-of-india/pharmaceuticalindustry.htmlhttp://business.mapsofindia.com/pharmaceutical/
http://www.ibef.org/artdispview.aspx?in=52&art_id=25811&cat_id=116&page=2
http://www.naukrihub.com/india/pharmaceutical/overview/swot-analysis/
http://www.pharmabiz.com/article/detnews.asp?articleid=16738&sectionid=50
Appendix 2: Questionnaire
Questionnaire
Market survey of Pregabalin + Methylcobalamin
Q.1 Do you sell any Brand(s) containing combination of Pregabalin and Methylcobalamin?
Ans. Yes
No
Dont know
Q.2 How many brands you are selling?
Ans. ____________
Q.3 Kindly answer followings.
Sr.
no
Name of
company
Name of Brand
Combination
Strips per
month
Price
per strip
Q.4 Kindly give the names of the doctors prescribing the above mentioned brand(s).
Ans. Brand 1 ____________________________________________________________
Brand 2 ____________________________________________________________
Brand 3 _____________________________________________________________
Brand 4 _____________________________________________________________
Name of Pharmacy: _________________
Area: __________________
Name of Chemist: ___________________
Contact no. : _____________
Appendix 3: List of the Chemists

Sr. Name of Drug Store Name of
Chemist
Area
1.
2.
Dial for health

Vardhman Medical Store
Sureshbhai
Shremil Shah
New C.G Road

New C.G Road
3.
4.
5.
6.
7.
Amar Chemist
Planet health
Appolo Pharmacy
Vijay Chemist
krishna Medical store
Amar vyas
Nirav Patel
Urvashiben
Dharmeshbhai
Rishibhai
New C.G Road

New C.G Road
New C.G Road
New C.G Road
IOC Road, Chandkheda
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
31.
32.
33.
34.
35..
36.
37.
38.
39.
40.
41.
42.
43.
44.
45.
46.
47.
48.
49.
50.
U&V Pharmacy
Atul pharmacy
Appolo Pharmacy
Banti Pharmacy
Patel Chemist
Navjivan medical store
Sai Medical store
Life care medical store
Arihant Medical Store
Bhagyoday Medical store
Meladi Medical store
Neelkamal medical store
Appolo Pharmacy
Ashok Medical Store
Radhe medical store
Rushabh medical store
Ramdev medical store
Shri vasat medical store
Umiya medical store
Ambica medical store
Paras Medical Store
Ratneswary Pharmacy
Sanjay Chemist
Adarsh medical store
Umiya medical store
Laxmi medical store
Chandan medical store
Delux medical store
Navdeep Medical Store
Rajdeep medical Store
Ganesh medical store
Gayatri medical store
Vardayini Medicines
Ram medical store
Sadguru Chemist
Shyam medical store
Apollo Pharmacy
Vishwas medical store
Apana Chemist
Nutan medical store
Mahesh medical store
Jivandeep medical store
Jalaram medical store
51.
52.
Dial for health

Kanchan medical store
Manish Gajjar
Atulbhai
Riteshbahi
Hashmukhbhai
Narendra Patel
Vipulbhai
Sanjaybhai
Tinabhai
Narendra Shah
Raseshbhai
Hareshbhai Nayak
Pratikbhai
Bharatbhai Rathod
Vishnubhai
Bhaveshbhai
Vishalbhai
Naileshbhai
Chetan Gandhi
Bharatbhai B. Patel
Jayeshbhai
Girishbhai
Bakabhai
Jagdishbahi
Paresh Mevada
vijaybhai
Jigar Patel
Kirtan Patel
Kanubhai
Praful Thakkar
Jayesh bhai Shah
Dashrathbhai
Pareshbhai
Hareshbhai
Mukesh Patel
Gauravbhai
Jagdishbahi
Rajesh Chauhan
Chiragbhai
Natubhai
Kanubhai V. Patel
Kaushik Patel
Mayur Panchal
Navneetbahi C.
Patel
Pareshbhai
Devalbhai

ONGC,Chandkheda
Chandkheda
Chandkheda
Ramnagar,Sabarmati
Ramnagar,Sabarmati
Ramnagar,Sabarmati
Tolnaka, Sabarmati
Tolnaka, Sabarmati
Visat cross Road,Sabarmati
Visat cross Road,Sabarmati
Motera stadium Road,Motera
Motera stadium Road,Motera
Subhasbridge,RTO
Subhasbridge,RTO
Jantanagar
Akhbarnagar
Akhbarnagar
Akhbarnagar
Akhbarnagar
Akhbarnagar
Nava Wadaj
Nava Wadaj
Nava Wadaj
Nava Wadaj
Nava Wadaj
Kasiba Road,Ranip
Kasiba Road,Ranip
Kasiba Road,Ranip
Sardar Patel Chowk,Ranip
Near Umiya Hospital,Ranip
Near Swagat Hall,Ranip
Near Swagat Hall,Ranip
Ushmanpura
Ushmanpura
53.
54.
55.
56.
RaJaram medical store

Khodiyar Chemist
Dial for health
Sahyog Medical store
57.
58.
59.
60.
Jai mataji medical store

Shivam Medical store
Balaji medical store
Rock medical store
61.
62.
63.
64.
65.
66.
67.
68.
69.
70.
71.
72.
73.
74.
75.
76.
77.
78.
80.
81.
82.
83.
Anjali medical store

Tulsi chemist
Deepak medical store
Aakar medical store
Kishan medical store
Reliance Welness
Bhagyalakshmi medical
store
Gajanan medical store
Appolo Pharmacy
Medi Pharmacy
Appolo Pharmacy
Paras Medical Store
Ajay medical store
Shanti medical store
Star Health medical store
Life care medical store
Medilink Pharmacy
Natraj medical store
Planet health
Dial for health
84.
85.
86.
87.
88.
89.
90.
91.
92.
93.
94.
95.
96.
ABC medicine
Sunrise chemist
Parshvanath drug store
Narandas Pharmacy
Appolo Pharmacy
Dial for health
Umiya medical store
Navkar Medical Store
Radhe medical store
Jai ambe medical store
Dial for health
Chandan medical store
V.S medical store
Rohitbhai
Tejas prajapati
Amitaben
Pinakinbhai
Thakkar
Mohanbhai Patel
Rajeshbhai
Bharatbhai
Vinodchandra
Patel
Maheshbhai
Kalpesh Shah
Riteshbahi
Ketanbhai
Rupesh Shah
Jay ramji
Mukesh Patel
Prakashbhai
Harjuvanbhai Patel
Ushmanpura
Ushmanpura
Naranpura
AEC Road,Naranpura
Rupaben
Urvashiben
Nehaben
Jabirbhai
Pareshbhai
Ajaybhai
Tushar Patel
Aditi Sarkar
Jagdishbahi
Harsh
Umeshbhai
Reganbahi
Arif
Vastrapur
Vejalpur
judges Bunglow Road
judges Bunglow Road
judges Bunglow Road
judges Bunglow Road
judges Bunglow Road
judges Bunglow Road
Shyamal cross road
Shyamal cross road
Satelite road
Sachin Tower, Satelite
Anand nagar, Satelite
Ripa
Pinal Patel
Kuyur
Vipulbhai
Jignesh Bhavsar
Gunjan
Dharmendra Patel
Tejas Bhavsar
Jayeshbhai
Prafulbhai
Apekshaben
Viraj
Anilbhai
Satelite road
Satelite road
Satelite road
Anand nagar, Satelite
Gurukul road, Gurukul
Gurukul road, Gurukul
Drive-in-road, Gurukul
Nirnay Nagar
Nirnay Nagar
Nirnay Nagar
Ambavadi, Gulbaitekra
Paldi
Paldi
Devendra Park,Naranpura
AEC Road,Naranpura
AEC Road,Naranpura
Sardar Patel Cross road,Naranpura
Stadium Road, Navaragpura
Navrangpura
Navrangpura
Navrangpura
Vastrapur
97.
98.
99.
100.
Gandhi medical store

Ahmedabad Medical Store
Rajasthan medical store
Bhagvati medical store
Dashrathbhai
Sanjaybhai
Vivekbhai
Nakulbhai
Paldi
Paldi
Rajasthan hospital, Asarva
Rajasthan hospital, Asarva

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1.

Introduction to an Indian Pharmaceutical Industry

industry/-downloaded on date: 06/05/2010, Time: 10:00a.m.

Sources: (1) http://www.pharmabiz.com/article/detnews.asp?articleid=16531&sectionid=50,

1.2 Market size:

Market Share (%)

Growth Rate (%)

1.3 Role of Pharmaceutical Industry in India GDP

The Pharmaceutical Industry in India is one of the largest in the world.

It ranks 4th in the world, pertaining to the volume of sales.

The estimated worth of the Indian Pharmaceutical Industry is US$ 6 billion.

Around 40% of the total pharmaceutical produce is exported.

Role of Pharmaceutical Industry in India GDP-CRAMS

Standardized manufacturing units outside the territory of United States.

Around 50 more new manufacturing units are to be set up in accordance to the

Sources: (1), (2) http://www.pharmainfo.net/namanm/role-pharmaceutical-industry-indiangdp, Downloaded on 10/05/2010, 01:00 pm

The contract manufacturing market in India pertaining to the multinational companies

1.4 Pharma Export

Indian pharmaceutical sector has performed satisfactorily during April-December 2008-09

Source: Directorate General of Commercial Intelligence and Statistics (DGCIS) Kolkata.

1.5 Pharma import

Import of medicinal & Pharmaceutical products

April to Dec. 2009

1.6 Key players in Indian Pharmaceutical Industry

Ranbaxy Laboratories Limited is the biggest pharmaceutical manufacturing

Nicholas Piramal is the second largest pharmaceutical healthcare company in India.

Glaxo Smithkline (GSK) is a United Kingdom based pharma company; it is the

Zydus Cadila also known as Cadila Healthcare is an Indian pharmaceutical company

Source: business.mapsofindia.com/pharmaceutical, Downloaded on 12/05/2010, 3:00pm

1.7 Research and Development

1) Product strategy where the companies purchase or license innovative products or IP

2) Service strategy where companies sign specific contract research services

1.8 Gujarat Scenario

Source: www.in.kpmg.com/pdf/Gujarat-Pharma08.pdf, Downloaded on 10/05/2010, 5:30 pm

1.9 Pharmaceutical Marketing

Traditional Pharmaceutical Marketing Strategies

Giving drugs as free samples to doctors;

Providing details of their products through journal articles or opinion leaders;

Sponsoring continuing medical education.

Pharmaceutical representatives, also popularly known as medical representatives, are the

strategy.html, Downloaded on 01/06/2010, 05:30 pm

Pharma Marketing Process and its Challenges

While many pharmaceutical companies have successfully deployed a plethora of strategies to

b) Low level of customer knowledge (Doctors, Retailers, Wholesalers).

New Pharmaceutical Marketing Strategies- Why Needed?

06-Saurabh%20Kumar%20Saxena.pdf, Downloaded on 05/06/2010, 09:30 pm

1.10 Future Scenario

Dr Reddy's Laboratories has tied up with GlaxoSmithKline to develop and market

Lupin, a Mumbai based pharmaceutical company is looking to tap opportunities of

Source: business.mapsofindia.com/pharmaceutical, Downloaded on 12/05/2010, 10:30 pm

2 Analysis of Pharmaceutical Industry

Source: (1) dbtbiosafety.nic.in/act/_Annex-9.htm, Downloaded on 15/05/2010, 02:00pm

2.1 PEST Analysis

It is rather unfortunate that in India these factors have a rather

disproportionate influence on the functioning of a commercial organization. From the days

Today there is political uncertainty in the air. A combination of diverse political

Now, a patented drug would be

The number of Registered Medical practitioners is low. As a result the reach of

Pharmaceuticals is affected adversely.

of medicines and also adds to the distribution costs.

America. This adds to the cost of goods.

Poverty and associated malnutrition dramatically exacerbate the incidence of Malaria

children under the age of five every year.