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Ranbaxy unveils global consumer healthcare business

Shahid Abbas in New Delhi

Ranbaxy Laboratories, which on Monday launched a global health care business programme, has decided to enter the Indian over-the-counter (OTC) segment by releasing four key brands -- Revital, Pepfiz, Gesdyp and Garlic Pearl -- into the market.

Dr Brian W Tempest, president - pharmaceuticals, Ranbaxy Laboratories, said: "Consumer healthcare (CHC) has been identified as an important area for Ranbaxy. There is an excellent strategic fit between our existing pharmaceutical business and our new venture in the CHC segment."

Presenting a detailed outline of the business program, sales for which would commence from October 1, head of Ranbaxy's global consumer healthcare and regional director, Middle East, Atul Malhotra said: "Ranbaxy has entered the OTC segment after carefully assessing global consumer trends and market potential."

"The opportunity for value creation in the OTC business is immense and is driven by global consumer trends towards self-medication and preference for naturals, a large and growing market size and opportunity to build differentiated brands," said Malhotra.

He said the global OTC market was estimated at $50 billion, while in India the OTC opportunity was estimated at $1 billion. He maintained that the opportunity to build differentiated brands would increases brand value and brand equity leading to a sustainable competitive advantage.

He said that Ranbaxy was seen as a research driven, global pharmaceutical company with 'strong doctor equity.' Malhotra, emphasized that RGCH would leverage this advantage to provide high quality, safe and efficacious solutions to consumers.

He said that by launching the RGCH business, Ranbaxy, which has so far been aiming at the doctor-patient periphery, would now look at a new consumer-based field to push its OTC brands into the market.

"These brands are being switched from prescription to OTC. Revital being the lead brand, RGCH would continue to seek involvement of the medical fraternity while the distribution coverage would envisage double chemist coverage, extending distribution to other outlet across the India," he said.

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