Generic pharmaceuticals can be a prescription for blockbuster growth
After politics, it is perhaps the branded generics market in India where the incumbency factor plays out in full force for new entrants. The top few firms cover five to six percent of the market; the rest is cluttered with 20,000-odd players. In 2007, Eris Lifesciences entered this space with a strategy to identify gaps in super specialties in select categories, such as cardiology, gastroenterology, pediatrics, orthopedics—in the process creating new market segments. For instance, Vitamin D. New research shows it can keep liver and thyroid disorders, and even cancer, at bay. The Vitamin D market was Rs 18 to Rs 20 crore three years ago. In 2012, it added Rs 94 crore to Eris’ revenue of Rs 296 crore. The company has launched diagnostics for Vitamin D deficiency, and has eight such products in its portfolio, including suppositories.
(This story appears in the 09 November, 2012 issue of Forbes India. To visit our Archives, click here.)