Atharvana Tales—Volume I, Chapter II, Tale 1

kranthikumar's picture
Author: 
kranthikumar
Sunday, May 30, 2010 - 18:57
Identifying, uncovering and exploring an opportunity can do miracles for a company! Theme: Realize the change before your position is changed. statistics of anti-tubercular market in India: The growth rate of anti tubercular drugs in India is 28% per year. Anti-tubercular market in India was Rs 104 crores large in the year 2005. There are fourteen million people who are effected by tuberculosis. The treatment in seventies includes drugs like PAS, isoniazid, thiacetazone, alone or in combination of two or more drugs. Tale of three companies: The acknowledged leaders of anti-tubercular market in the seventies were Pfizer, a multinational company ranked 8 with a sale volume of Rs 890 millions in 1992 and Biological E. Limited, a medium sized Indian company with rank 44th with a sale volume of Rs. 290 million in 1992 with respective brands of PAS, INH and Thiacetzone and their combinations. But as the technology and research progressed in the eighties the world has seen the emergence of new and more potent drugs like ethambutol (it was introduced in 1978 and gained significant market in the eighties) pyrazinamide and rifampicin. The earlier drugs like PAS, INH and thiacetazone market declined to 3.5% of the total anti tubercular market. These two leaders of the seventies (Pfizer and Biological E. Limited) did not visualize the changes in the market and change in the line of treatment. Then came the silent winner- Lupin; having realized all the changes it stormed the anti- tubercular market with the introduction of modern potent drugs like ethambutol, pyrazinamide, and a formulation of rifampicin and INH. From then onwards they begin to rule the market. Consequence: Within seven years of its introduction of new products, Lupin could achieve the No. 1 slot in anti-tubercular market. It could also achieve an invincible 50 % share of the total anti-TB market in India. The two companies, Pfizer and Biological E. Limited, the former leaders, having not realized the changes in the therapeutic scenario, virtually became non-entities, within a few years. Now Pfizer has a meagre1.4% of share of the market and Biological E. Limited had been driven out of the market. Reference: 1. Pharmaceutical marketing in India by Subba rao Chaganti. Page no 55,56. This blog doesn't contain any plagiarized material
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Comments

vijayaratna's picture

vijayaratna

Mon, 05/31/2010 - 00:46

Kranthi You located a good story and told it well. Good. Vijaya Ratna

http://www.pharmainfo.net/vijayaratna/biography

kranthikumar's picture

kranthikumar

Tue, 06/01/2010 - 13:27

Dear Madam, Thank you soo much for the comment.

Regards Kranthi http://www.pharmainfo.net/kranthikumar/biography

Payal Dande's picture

Payal Dande

Thu, 06/03/2010 - 09:30

Hello Kranthi, Very correctly pointed out the importance of locating the change but i would like to give a small twist to the story by telling a fact that i came to from Dr.Shishoo who is trying hard to bring new compounds for the disaese as these ones from lupin have also started having resistence beside not much interest is been shown by western countries on getting new therpeutic lines as the disease is more prone and seen in asian countries.

http://www.pharmainfo.net/payal-dande/biography

kranthikumar's picture

kranthikumar

Sat, 06/05/2010 - 07:41

Dear Madam, Thanks for the comment, The information you gave is interesting.

Regards Kranthi http://www.pharmainfo.net/kranthikumar/biography