In another setback to Big Pharma, US drug major Eli Lilly's blockbuster erectile dysfunction drug Cialis (generic name:Tadalafil) has failed to qualify for a product patent in India after the basic constituent of the medicine was found to be a known substance, developed and patented by Indian scientists 32 years ago.
'Indian doctors have also been wary of patients learning about drugs and brand names.' 'Probably harking back to the Brahmanical tradition of preserving information and knowledge from getting polluted by the lower classes,' says Ambi Parameswaran.
Brands names are always critical, but -- as Ambi Parameswaran has discovered -- finding the right one for the Indian consumer requires something special.