With 40 million diabetic patients and an equal number of people estimated to be diabetic prone, India is emerging as a major market for blood glucose monitoring solutions.

All the major global diagnostic players in this segment such as Roche Diagnostics, J&J, Abbott and Bayer have already set up shops in India in the last three years. Now the domestic pharmaceutical companies are looking at this segment as a potential big business opportunity.

The domestic drug major Wockhardt launched its version of blood glucose monitoring machine 'Sugar Chek' in India four months ago, by importing the product from its German subsidiary Esparma, which it acquired in 2004.

This week, Nicholas Piramal announced its version of blood glucose monitoring solutions, in a joint venture with Arkray of Japan.

The concept of self blood glucose monitoring was introduced in India only a few years back and the industry has already grown to over Rs 150 crore, with a growth rate of 15-18 per cent in the last three years.

Out of the 40 million diabetics, only half a million currently check blood glucose levels on a regular basis using these solutions, say industry sources.

J&J was the first entrant into India with its 'Ultra' brand, and Roche Diagnostics, the world leader in this segment with its 'Accu-Check' solutions followed them in 2004. Currently Roche controls about 60 per cent of the market and J&J has about 30-35 per cent of the market share, according to industry sources.

"In the US, people having the disease check their blood glucose levels even up to six times a day, whereas in India, the patients don't even check their blood glucose levels on a regular basis unless directed by their doctor. Studies say that diabetes induced death can be brought down by 52 per cent if the insulin levels in the body are regularly monitored and controlled," says Sanjay Gupta, head of diabetes care, India and neighbouring markets of Roche Diagnostics.

"We priced our machine at just above Rs 1,000, and the strips are offered at Rs 20 for a 25 strip pack, which is the lowest in the market," said the Wockhardt spokesperson.

While all the other companies are trying to market the product through doctors, Roche is trying to directly convey the message of self blood glucose monitoring to the masses.

Renowned cricketer Wasim Akram, an insulin dependent diabetic since the peak of his career, is the brand ambassador for Roche in India and neighbouring countries.

"We conducted roadshows with Wasim in about 17 cities to spread the message on how diabetes can be managed without affecting the day-to-day activities and how to keep a diabetic patient healthy throughout the life. That created a big impact in creating awareness on self blood glucose monitoring," said Sanjay Gupta.

Roche has also started 100 Accu-Check points in the metros to help people check their blood glucose level at a nominal rate. Further, the company uses 10 mobile vans to spread the message of self blood glucose monitoring.

The company also offers value-added services like 'Accu-Check 360 degree', a scientific chart to self assess the levels of blood glucose over a period of time.

Globally, the self blood glucose monitoring industry is valued over $1.5 billion, according to the Wockhardt executive.

Insurance cover for the treatment of diabetes makes a big difference in sales of self blood glucose monitoring solutions in foreign countries like China, which has a diabetic population of over 37 million, notes Sanjay Gupta.