Pat Welch, vice-president and managing director, Asia, Allergan Medical Aesthetics/Neuro Sciences -- the pharmaceutical company that markets the immensely popular Botox in India -- hosted a special event in Mumbai to promote the wonder product.

Celebrity Botox user, television host Pooja Bedi spoke about the efficacy of the product. Bedi has, in the past, been forthright about her use of Botox and has said: 'No one wants to look like a prune at 60. I have an expressive face and I had these huge, deep, wrinkles on my forehead. So I got botox done and my forehead is now smooth as a baby's bottom'.

An on-the-spot Botox session also took place at the event on Thursday, to demonstrate the ease with which the drug can be administered.

"We expect India to play a greater role with Botox in the coming years," Welch said, "as we foresee growing awareness of our product in India and also an increase in usage of Botox in both cosmetic and therapeutic indications." He spoke about the 20 approved indications for Botox, in addition to its cosmetic use, like neuromuscular disorders and ophthalmic movement disorders. Allergan plans to offer continuous training to those adminstering the product in India as well as education programmes to create awareness among physicians and patients.

Botox has become popular for its almost magical effect on crow's feet (wrinkles near the eyes), frown lines and other facial wrinkles. Botulinum Toxin Type A, sold under the brand Botox, has already been in India for a number of years in Bangalore, Delhi and Mumbai. Allergan aims to bring it to the middle class as well.

Photograph: Pat Welch, left, with Pooja Bedi. Right: A Botox demo in progress