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The Power of “BRAND ME” in Pharmaceutical Branding: A Strategic Imperative for District Managers and Brand Managers Authors – Shailaja Dwivedi Pathak and Vivek Hattangadi Introduction In the highly competitive and trust-driven pharmaceutical industry, branding goes beyond just product marketing—it is about building credibility, expertise, and emotional connections. While corporate and product brands are critical, […]

We are excited to announce that on the auspicious day of Yugadi/Gudi Padva, we have begun writing “THE HISTORY OF PHARMA BRAND MANAGEMENT AND MARKETING IN INDIA – 1974 TO 2025.” This book uncovers fifty years of stories never before told. From the humble beginnings after the Patents Act to the digital revolution, we reveal

Inspiring the World: My 51-Year Journey Through Indian Pharma (Part 2) Authored by Vivek Hattangadi and Shailaja Dwivedi Pathak Copy Editor: Shailaja Dwivedi Pathak 2004 to 2014 –  India Accepts The Challenge of Product Patent: Two Robust Brands Emerge    Process patent to product patent In 2004, India introduced the “Patents (Amendment) Ordinance, 2004” which

Inspiring the World: My 51-Year Journey Through Indian Pharma (Part 1) Authored by Vivek Hattangadi and Shailaja Dwivedi Pathak, Copy Editor: Shailaja Dwivedi Pathak Preamble Imagine a story woven with numbers, a tale of transformation that spans generations. What do the figures 100, 400, and a staggering 240,000 have in common? They’re not just numbers;

The Story of the Business Story Illustration: Courtesy Bing Image Creator Once upon a time, in the heart of the vibrant city of Ahmedabad, lived a brand manager named Nayana Pradhan. She poured her heart into Antares Biopharmaceuticals, especially into her beloved brand, Brandex. Brandex, once the shining star, had slipped. It wasn’t number one

The Art of Negotiation (1) What exactly does the term negotiation mean? Negotiation is a discussion between two or more parties aimed at reaching an agreement when they have some shared and some opposing interests. It’s essentially a process of finding a solution that satisfies everyone involved to some degree. More specifically, negotiation: Negotiations can

Beating the Antes: The Purple Revolution of Brandex (Part 1) Visual – BING IMAGE CREATOR We read in the first part that the story of Brandex’s purple revolution reached the ears of Bashar’s mentor, Jnāna. Jnāna listened intently, and then posed a single, penetrating question: ‘But what about your distinctive brand assets?’ The words struck

Beating the Antes: The Purple Revolution of Brandex (Part 1) Preamble What is Antes? These were the minimum expectations that every brand in the market had to meet—the baseline features that were so essential that every competitor offered them. Here is an example of the antes of a good car Here are the four “antes”

The Rx for Success: Performance Management of Pharmaceutical District Managers – From a Lightweight to an Icon: Successful Pharma Sales Management (Part 8) Preamble This is a true story, shared for educational purposes. To protect the privacy of those involved, names and locations have been changed. Yashwant Mallya, MD & CEO of Sirlus Pharmaceutical Company

Become a Strategic Thinking District Manager – From a Lightweight to an Icon: Successful Pharma Sales Management (Part 7) Preamble The Strategic Thinker: A District Manager’s Journey Ravi Chawla had been a District Manager in Vega Pharmaceuticals Ltd.  for five years. He was responsible for a team of seven Medical Representatives, covering a vast and