Rx to OTRx to OTC – The Journey of Four Brands
Disclaimer
This essay has been authored by Vivek Hattangadi, Chief Mentor at B (Black Belt Brand Builders), solely for educational and academic purposes. It is intended for students of pharmaceutical brand management in both industry and business schools. The content is not intended to promote or disparage any brand. B does not have any consulting or advisory role for the brands or companies mentioned herein. The views expressed are for informational purposes only and should not be construed as professional advice or endorsement.
Preamble
In the Indian context, pharmaceutical products fall into three categories
Prescription or Ethical Brands
These are sold only on prescriptions from an RMP. Neuropsychiatry, cardiology, oral hypoglycemic, hormone therapies, and more, fall in this category.
OTC Brand or Over the Counter Brands
These pharmaceutical brands do not legally need a doctor’s prescription for dispensing by a pharmacist.
Some such brands in India are Vicks Cough Drops, Ferradol, Sharkoferol Glycodin Cough Syrup, Dettol, Savlon, Aspro, Saridon, and more.
OTRx or OTX Brands
In pharmaceutical marketing in India, an OTRx product (also known as OTX product) refers to a category of products that are marketed both as prescription (Rx) and over-the-counter (OTC) drugs.
Rx-to-OTRx-OTC Switch
Before we dwell on let us know little more about the OTRx brands
Definition of an OTRx Brand
In pharmaceutical marketing in India, an OTRx product (also known as OTXproduct) refers to a category of products that are marketed both as prescription (Rx) and over-the-counter (OTC) drugs. These products can be sold directly to consumers without a prescription, but they are also recommended by healthcare professionals.
The shift towards OTRx products is driven by several factors, including increased health consciousness, a proactive approach to wellness, and the widespread availability of health information online.
Pharmaceutical companies in India are leveraging this trend by enhancing their marketing strategies to educate consumers about the benefits of self-care while ensuring the quality and effectiveness of their products.
This includes expanding retail and online distribution channels to make these products more accessible.
Strategies Adapted by Indian companies for OTRx brands
Let’s dive deeper into how pharmaceutical companies in India are implementing strategies for OTRx products:
- Consumer Education Campaigns: Companies are investing in educational campaigns to inform consumers about the benefits and proper usage of OTRx products.
This includes online content, social media engagement, and collaborations with healthcare professionals to provide credible information.
- Retail and Online Distribution: To increase accessibility, pharmaceutical companies are expanding their presence in both physical retail stores and online platforms.
This ensures that consumers can easily purchase these products from a variety of e-commerce channels. The most popular platforms are PharmaEasy, Netmeds, and Tata 1mg
- Product Innovation: There is a focus on developing new and improved formulations that cater to the evolving needs of consumers.
This includes products with enhanced efficacy, better taste, and more convenient packaging.
One such product is Clohex ADS Mouthwash from Dr. Reddy’s. Simply press the bottle, and the right amount is dispensed into the container above the bottle’s orifice.
- Brand Building: Companies are focused on building strong, trustworthy brands for consumers.
This involves consistent branding efforts at the pharmacy level, including display contests.
Dolo 650 is a good candidate in the Indian context.
| Dolo 650 What can we do for Dolo 650 ? Enhance Engagement with Cosumers: Display contests encourage active participation from retailers and patients. This engagement can lead to higher brand recall and loyalty as participants become more familiar with the brand. Increase In-Store Visibility: Incentivize retailers to create attractive displays, brands can ensure their products are prominently featured in stores. This increased visibility can attract more customers and boost sales. Word-of-Mouth Marketing: Participants in display contests often share their experiences with others, either through social media or word-of-mouth. This organic promotion can expand the brand’s reach and attract new customers. Competitive Advantage: Well-executed display contests can differentiate Dolo 650 from its competitors. Unique and eye-catching displays can draw attention away from competing products, giving the brand a competitive edge. Data Collection: Display contests can provide valuable insights into consumer preferences and behaviors. Brands can use this data to refine their marketing strategies and better meet customer needs. Brand Loyalty: Consistent and engaging display contests can build a sense of community and loyalty among consumers. When consumers feel involved and valued, they are more likely to remain loyal to the brand. |
Additionally, these efforts encompass quality assurance and maintaining a good reputation in the market
- Collaborations and Partnerships: Pharmaceutical companies are partnering with doctors, wellness influencers, and other stakeholders to promote their OTRx products.
These collaborations help in reaching a wider audience and building credibility.
- Regulatory Compliance: Ensuring that all OTRx products comply with regulatory standards is crucial.
Companies are working closely with regulatory bodies to ensure their products meet all safety and efficacy requirements.
- The story of Digene
The story of Digene Gel (an antacid both in liquid and tablet form) transitioning from a prescription brand to an OTRx brand to an OTC (over-the-counter) brand in India is a remarkable example of strategic brand evolution in the pharmaceutical industry.
Early Days as a Prescription Brand
The story of Digene gel goes back to 1974 when I joined Carter-Wallace as a medical representative. We had Diovol which had a head-on fight with Digene. It was then an interesting marketing war.
Digene Gel was originally launched as an ethical (prescription) brand by Boots Co. for treating acidity and burning in the stomach.
For years, it established itself as a trusted name among doctors and healthcare providers, who frequently prescribed it for conditions related to acid reflux, hyperacidity, and gastric issues. The product’s efficacy, safety profile, and soothing gel formula gave it an edge over competitors, securing it a strong position in the market.
Identifying the Opportunity for Transition
Over a period time, Boots Co. withdrew from India and today the product is marketed by Abbott.
As Digene’s popularity grew, Abbott recognized a significant shift in consumer behavior: patients increasingly sought out antacids for self-medication.
Gastrointestinal disorders like indigestion, acidity, and heartburn were common, and people began to rely on antacids without necessarily consulting doctors.
Abbott noticed that the market for OTC antacids was booming, and consumer education about these conditions was improving. This presented a major opportunity to transform Digene from a purely prescription brand into an OTC brand that could be marketed directly to consumers.
The Transition Process
Transitioning Digene Gel from an ethical to an OTC brand involved several strategic steps:
- Regulatory Changes: The first move was ensuring that Digene could be sold as an OTC product.
Abbott worked with India’s regulatory authorities to get the necessary approvals for Digene to be marketed without a prescription, ensuring that it met safety standards for OTC availability.
- Brand Communication Shift: Once the regulatory hurdle was cleared, Abbott needed to reorient its marketing.
Previously, their communication targeted doctors through medical journals, conferences, and direct marketing by medical representatives.
Now, the company shifted focus toward direct-to-consumer marketing, emphasizing the convenience, safety, and effectiveness of Digene Gel for common digestive problems.
- Advertising & Consumer Education: Abbott launched large-scale advertising campaigns using television, radio, and print media to familiarize the general public with Digene as a reliable OTC solution for acidity and indigestion.
These ads featured relatable scenarios of common digestive issues, aiming to establish an emotional connection with the audience.
Taglines and imagery that portrayed instant relief from acidity helped create brand recall among consumers.
- Widening the Distribution Channels: Digene’s availability expanded from pharmacies to grocery stores and other retail outlets, making it easier for people to purchase.
This broader distribution strategy was crucial in the OTC market, ensuring that Digene was accessible to consumers anytime, anywhere.
- Product Variants and Packaging: Along with the transition to OTC, Abbott introduced new flavors and revamped the packaging of Digene to appeal to a wider audience.
Flavors like mint and orange were added to make the product more palatable.
Smaller, travel-friendly sachets and larger, family-sized bottles were introduced, catering to different consumer needs.
Establishing a Strong OTC Brand Presence
The transition was highly successful, and Digene quickly became a household name in India.
Abbott’s consumer-driven strategy, coupled with a well-known brand name, helped Digene dominate the OTC antacid segment.
Today, Digene enjoys a high market share in India’s antacid category, having built on its strong legacy as a prescription brand and seamlessly transitioning to a consumer-centric OTC brand.
The transition phase they did not engage additional field staff. But they made sure about the Digene’s visibility at retail pharmacists and in social media. The field staff was incentivised for personal order booking (POB) and ensuring brand visibility.
In essence, the key to Digene’s successful transition was Abbott’s ability to anticipate changing consumer behavior, reorient its marketing strategy, and make the product readily available to the public without a prescription, all the while maintaining its reputation for reliability and effectiveness.
2. The Story of Crocin: From Prescription to OTC
Crocin (Paracetamol tablets, liquid and drops), a household name in India for pain relief, has a fascinating journey from a prescription-only drug to an over-the-counter (OTC) staple.
The Origins of Crocin
Crocin was introduced to the Indian market in the mid-1960s by a Dutch company Crookes-Interfran. Mergers and acquisitions led to company to be renamed as Duphar-Interfran.
Duphar Interfran marketed Crocin in 1996 to Smith Kline Beecham Pharmaceuticals. Glaxo Wellcome and SmithKline Beecham merged in 2000 to form GlaxoSmithKline (GSK)
Initially, Crocin was a prescription-only medication, primarily used to treat fever and mild to moderate pain. The brand’s effectiveness and safety quickly established it as a trusted choice among healthcare professionals.
Glaxo, however, also had a brand of paracetamol, Calpol. Crocin had strong brand equity with both patients and pharmacists. Prescription and shop audit research revealed that significantly more patients were purchasing Crocin without a prescription compared to Calpol. Consequently, the decision was made to transition Crocin to an OTC brand.
Since GSK already had a consumer division with products like Complan and Sensodyne, it wasn’t necessary for them to deploy additional field staff to market Crocin
The Transition to OTC
The transition from prescription to OTC was a strategic move by GSK. Several factors contributed to this decision:
- Increased Consumer Awareness: Over time, there was a growing awareness among consumers about self-medication for common ailments like headaches, fever, and body aches.
- Safety and Efficacy: Crocin had a proven track record of safety and efficacy, which made it suitable for OTC use.
- Regulatory Changes: The Indian government relaxed regulations for certain medications, allowing them to be sold without a prescription.
- Market Demand: There was a significant market demand for a reliable and affordable pain reliever that could be easily accessed without a doctor’s visit.
Challenges and Opportunities
- Generic Competition: Crocin has faced competition from generic brands offering similar products at lower prices.
- Changing Consumer Preferences: As consumer preferences evolve, Crocin must continue to innovate and adapt to stay relevant.
Marketing and Branding Strategies
GSK played a crucial role in positioning Crocin as an OTC brand. They employed effective marketing and branding strategies, including:
- Consumer Education: GSK launched campaigns to educate consumers about the proper use of Crocin and its benefits.
- Accessibility: The brand ensured widespread availability of Crocin through a robust distribution network.
- Product Variants: GSK introduced various product formats to cater to different consumer needs, such as Crocin Advance for faster pain relief and Crocin Cold & Flu for cold and flu symptoms.
Crocin: A Continuing Legacy
The journey of Crocin from prescription to OTC has been marked by its ability to adapt to changing consumer needs and market dynamics. Here are some additional points to consider:
Product Innovation and Diversification
- Targeted Variants: GSK has introduced various Crocin variants to address specific health concerns, such as Crocin Cold & Flu, Crocin Advance, and Crocin Pain Relief.
- Formulations: The brand has experimented with different formulations, including tablets, syrups, and drops, to cater to diverse consumer preferences.
Brand Partnerships and Collaborations
- Strategic Alliances: Crocin has partnered with other brands or organizations to expand its reach and offer complementary products.
- Promotional Activities: GSK has engaged in various promotional activities, including sponsorships, contests, and giveaways, to increase brand awareness and loyalty.
Social Responsibility
- Health Initiatives: Crocin has been involved in various health initiatives, such as promoting health education and supporting community programs.
- Sustainability: The brand has focused on sustainable practices, including reducing its environmental footprint and supporting ethical sourcing.
Despite these challenges, Crocin remains a strong and trusted brand in the Indian market. Its ability to evolve and meet the changing needs of consumers has been a key factor in its enduring success.
Today, Crocin is one of the most popular and trusted pain relievers in India. Its journey from a prescription-only drug to an OTC staple is a testament to the brand’s effectiveness, safety, and GSK’s successful marketing efforts.
3. The story of Protinex
The story of a popular high-protein health food drink in India, transitioning from an ethical (prescription) brand to an OTC (over-the-counter) brand is a fascinating journey involving multiple ownership changes and strategic decisions by major pharmaceutical and food companies.
Protinex, a protein supplement has been a trusted brand in India for decades. Here’s how it evolved through the years:
1. Origin and Ethical Positioning (Pfizer’s Era)
Protinex was originally developed as a prescription brand by Dumex. After Pfizer acquired Dumex in India Pfizer lifted Brand Protinex further.
Protinex was initially marketed as a high-protein supplement prescribed by doctors for patients who needed extra nutrition. Although it could be prescribed for recovery from illnesses or surgery, the segmenting, targeting and positioning (STP) was for the convalescing patients of tuberculosis.
Pfizer did not lose its focus any time and eventually became a super brand.
During this time, its strong clinical positioning made Protinex a trusted brand of the healthcare professionals as a specialized nutritional supplement for patients with tuberculosis.
As an ethical brand, Protinex was primarily sold through pharmacies with prescriptions, and it built its reputation within the medical fraternity. Its benefits for convalescent patients and those suffering from malnutrition due to tuberculosis made it popular in healthcare circles.
2. Transition to OTC (Wockhardt’s Takeover)
In the early 1990s, Wockhardt, an Indian pharmaceutical company, acquired the brand from Pfizer.
Wockhardt recognized the potential of Protinex beyond just being a prescription product and began shifting its positioning.
This transition marked the start of Protinex moving from the prescription-only category into the OTC market.
Wockhardt saw an opportunity to target the broader mass market by tapping into the growing awareness of health, fitness, and nutrition among consumers. While the product was still recommended by doctors, Wockhardt’s marketing began to focus more on general health benefits, appealing to a wider audience seeking protein supplements for everyday use, fitness, and wellness.
Before acquiring Protinex, Wockhardt was predominantly known for its ethical and prescription-based pharmaceutical products. As a major player in the Indian pharmaceutical industry, Wockhardt focused primarily on producing medicines across various therapeutic areas.
Although Wockhardt had a wide portfolio, it did not have any major, well-known OTC brand before acquiring Protinex from Pfizer.
Wockhardt’s Strategy with Protinex
Once Wockhardt acquired Protinex, the company recognized the potential to transition the brand from a purely ethical (prescription-based) product to a consumer-oriented OTC brand.
This was a new space for Wockhardt, as it primarily focused on prescription medicines prior to this acquisition.
Deployment of Fresh Field Staff for Promotion
To drive transformation of Protinex into an OTC brand, Wockhardt adopted several strategic initiatives, including the deployment of fresh field staff. This new sales force was crucial in ensuring that Protinex gained visibility outside the traditional doctor’s prescription channels.
Here are some key details.
Specialized Sales Teams: Wockhardt deployed fresh sales representatives specifically focused on promoting Protinex.
These teams were different from the pharmaceutical sales force that catered to prescription drugs.
The OTC market requires different strategies, such as direct-to-consumer marketing and building relationships with retailers and pharmacists rather than relying solely on doctors.
Pharmacy and Retailer Outreach: The new field staff was trained to target pharmacies and retail stores, promoting Protinex as a daily health supplement that did not require a doctor’s prescription.
The goal was to build stronger distribution channels and improve visibility and accessibility of Brand Protinex in retail outlets across India.
Consumer Education and Awareness: The sales teams also helped in educating retailers and customers about the benefits of Protinex as a protein supplement for general wellness.
They were tasked with creating visibility in the marketplace, ensuring the product was prominently displayed in stores and understood by consumers.
Marketing and Promotion
Wockhardt also invested in consumer marketing campaigns to raise awareness about Protinex and promote it as an everyday protein supplement.
The combined efforts of the field sales teams and these promotional campaigns helped Protinex establish itself as an OTC product.
While Wockhardt didn’t have a strong OTC portfolio before acquiring Protinex, they deployed a fresh sales force dedicated to promoting it in the consumer market.
This was a major shift in strategy for Wockhardt and marked their foray into the OTC nutrition space.
Danone’s Acquisition and Further Transformation
In 2012, the French multinational Danone acquired the nutrition business of Wockhardt, including Protinex. Danone, a global leader in dairy and nutrition products, saw great potential in Protinex, given the rising demand for nutritional products in India.
Danone rebranded Protinex, emphasizing its role as a daily nutritional supplement for adults and families. The company used its expertise in consumer goods to strengthen the presence of Protinex in the retail space, enhancing its distribution, branding, and consumer outreach.
With increased advertising and marketing campaigns, Danone aimed to position Protinex as a vital part of daily nutrition, accessible without a doctor’s prescription.
The shift to an OTC brand was complete as Protinex became widely available in supermarkets, pharmacies, and online platforms.
Danone expanded the product range, introducing new variants tailored to specific nutritional needs, such as Protinex for diabetics and heart health.
The Journey of Protinex under Danone and Beyond
Protinex is available in four variants:
- Protinex Original (Classic Bitter)
- Protinex Flavours (Rich Chocolate & Creamy Vanilla)
- Protinex Diabetes Care (Creamy Vanilla)
- Protinex Mother’s (Chocolate and Vanilla)
Under Danone’s ownership, Protinex flourished in the Indian market, with the brand gaining significant recognition and market share.
Danone’s focus on health and nutrition, combined with strategic marketing campaigns, and made Protinex a household name in India.
The journey of Protinex from a prescription-only product to a widely available OTC brand is a story of smart positioning, market adaptation, and changing consumer behavior.
Pfizer laid the groundwork for its clinical use, Wockhardt foresaw its mass-market potential, and Danone transformed it into a household brand, appealing to the growing health-conscious middle class in India.
Each company, in its tenure, contributed to making Protinex a leading player in India’s health food drink market.
4. The story of Dynapar QPS Spray – Moving towards becoming an OTC Brand
The story of Dynapar QPS Spray (Diclofenac topical spray formulation) from Troikaa Pharmaceuticals from Ahmedabad is a great example of how innovation, attention to patient needs, and persistence in brand development can lead to the success of a product. The transition of Dynapar QPS from a prescription brand to an OTRx brand in India is a fascinating journey. Here is the journey.
The Beginning: Identifying a Gap
Troikaa Pharmaceuticals, based in Ahmedabad, is a company known for its focus on patient-centric innovations. It has invested substantially in Formulations & Development activities.
In the early 2000s, the management noticed a gap in the market for pain relief products. While there were many painkillers available, including tablets and ointments, they had limitations.
Patients suffering from conditions like arthritis, sprains, and muscle injuries needed a solution that was faster-acting, more effective, and more convenient.
The Challenge of Topical Analgesics
Traditional pain relief ointments and gels had limitations such as:
– Slow absorption: They took time to penetrate the skin and start acting.
– Greasiness and smell: Many patients found them uncomfortable and inconvenient.
– Ineffective penetration of active ingredients: Most formulations only worked on the surface, offering little relief for deeper muscular pain.
Innovation: The Birth of Dynapar QPS
Understanding these pain points, Troikaa Pharmaceuticals set out to develop a new kind of topical pain relief product. After years of research, they launched Dynapar QPS (Quick Penetrating Solution) in 2009.
Dynapar QPS (Quick Penetration Solution) is the world’s first transdermal Diclofenac solution. This innovative product provides rapid, powerful, and long-lasting pain relief by enabling enhanced penetration of Diclofenac through the skin barrier. The unique formulation allows for higher penetration compared to traditional Diclofenac gels, making it highly effective for treating musculoskeletal and joint pain.
This innovative product offered several ground-breaking advantages over traditional ointments:
– Fast penetration: Dynapar QPS used a novel drug delivery system that allowed the active ingredient (Diclofenac Sodium) to penetrate the skin quickly, reaching the affected tissue faster and providing relief in a much shorter time.
– Non-greasy formula: The solution was designed to be non-greasy, eliminating the discomfort associated with conventional ointments and gels.
– Odorless: Dynapar QPS was also odorless, making it more appealing to patients who disliked the strong smells of traditional pain relief products.
Initial Phase: Prescription Brand
Initially, Dynapar QPS was marketed as a prescription-only medication. Troikaa Pharmaceuticals focused on educating healthcare professionals about its unique benefits, such as superior penetration and rapid pain relief. This phase involved:
- Clinical Trials and Evidence: Building a strong foundation with clinical data to gain the trust of doctors.
- Efficacy: The product’s effectiveness in providing relief from a variety of pain conditions has been well-established, making it a valuable option for consumers.
- Medical Conferences and Seminars: Engaging with healthcare professionals through educational events
- Direct Marketing to Physicians: Utilizing medical representatives to promote the product directly to doctors.
Positioning and Differentiation
Troikaa Pharmaceuticals strategically positioned Dynapar QPS as a premium, high-technology solution for pain management. It differentiated the product based on its patented technology and superior performance in providing rapid and effective pain relief.
The company also invested heavily in educating doctors and healthcare providers on the advantages of Dynapar QPS. They highlighted its quick absorption and non-greasy formula, convincing doctors that this was a better option for patients with conditions like arthritis, sprains, and muscular injuries.
Marketing Strategy and Brand Building
Troikaa’s marketing strategy was built on:
– Doctor endorsements: By focusing on key opinion leaders and influencers in the medical field, Troikaa ensured that Dynapar QPS was recommended by doctors, which greatly enhanced its credibility.
– Patient testimonials: The company used real-life success stories from patients who experienced rapid relief, creating trust in the brand.
– Targeting sports and orthopedics: Dynapar QPS was also promoted in the sports medicine and orthopedics communities, where quick relief from pain and injuries is crucial.
Transition to OTRx Brand
The transition to an OTRx brand (and keeping in mind its future plans of making it an OTC Brand) comprised several strategic steps.
- Regulatory Approvals: Troikaa obtained the necessary regulatory approvals to later market Dynapar QPS as an over-the-counter product. This step was crucial to ensure compliance with Indian pharmaceutical regulations.
- Consumer Awareness Campaigns: Troikaa launched extensive marketing campaigns to raise awareness among consumers. These campaigns highlighted the ease of use, quick relief, and effectiveness of Dynapar QPS, making it appealing for self-medication.
- Consumer Demand: Growing consumer awareness of self-care and the desire for convenient pain relief solutions have fueled demand for OTC pain management products like Dynapar QPS
- Retail Distribution Expansion: Troikaa expanded its distribution network to include pharmacies and retail outlets, ensuring easy availability of Dynapar QPS across India.
- Digital Marketing and E-commerce: Leveraging digital platforms, Troikaa promoted Dynapar QPS through social media, online advertisements, and e-commerce websites. This approach helped reach a broader audience and facilitated online purchases.
- Packaging and Branding: The packaging was designed to be user-friendly and attractive, emphasizing the product’s benefits and ease of use. Clear instructions and appealing visuals helped in attracting consumers.
- Promotional Offers and Discounts: To encourage trials and repeat purchases, Troikaa offered promotional discounts and bundled deals. This strategy helped in gaining quick market penetration.
The Breakthrough Moment
The brand gained significant traction when it became the go-to solution for orthopedic doctors and physiotherapists.
Word-of-mouth spread, and soon, patients themselves began asking for Dynapar QPS by name. The company’s persistent efforts in promoting the brand’s unique benefits paid off, and it became a trusted pain relief solution.
Recently Troikaa made Neeraj Chopra as their brand ambassador for Dynapar QPS.
A ‘Dynapar QPS Meet and Greet Contest’ was organized by Troikaa for conveying best wishes to its brand ambassador Neeraj Chopra for his participation in Olympics 2024 which was held at Paris.
Regulatory and Scientific Backing
Troikaa Pharmaceuticals also invested in clinical studies to back up the claims of Dynapar QPS. These studies demonstrated the product’s effectiveness in providing quicker and more effective pain relief compared to traditional topical solutions. This scientific backing further strengthened the brand’s position in the market.
Continuous Growth and Innovation
Since its launch, Dynapar QPS has continued to grow and evolve. Troikaa Pharmaceuticals expanded its product range with different variants and formulations, addressing specific pain relief needs for various conditions. The brand has maintained its market leadership due to its commitment to innovation and its ability to meet patient needs.
A Success Story
Dynapar QPS Spray’s journey to success is an inspiring one for pharmaceutical brands. Troikaa’s focus on innovation, patient-centric design, and strategic marketing allowed the product to stand out in a crowded market and build a lasting brand. Today, Dynapar QPS is recognized as one of the most trusted and effective pain relief sprays, used widely across India and beyond.
This story is a testament to the power of listening to patient needs, continuous innovation, and persistent brand building.
Conclusion
The journey of these four brands from prescription drugs to OTRx to over-the-counter (OTC) products beautifully exemplifies the evolution of the Indian pharmaceutical market.
As consumer awareness and healthcare literacy have increased, there has been a growing demand for accessible and affordable self-care options.
By successfully transitioning from Rx to OTRx and ultimately to OTC, these brands have not only expanded their reach but have also played a vital role in improving healthcare access and affordability for millions of Indians.
Their success stories serve as a testament to the potential for innovation and growth in the Indian pharmaceutical industry.