Fierce competition among new drug brands for share of India market

The competitive intensity is high between brands, at a time when volume growth in the domestic pharma market is on a slow lane



Sohini Das

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Pharma companies have been introducing new products at a healthy pace in the domestic drug market, but the return on investment is a challenge across therapy areas (disease groups), shows a recent analysis by market research firm Pharmarack AWACS.

On an average, companies spent around 30-40 per cent of a brand’s targeted annual sales to promote a new brand, said Sheetal Sapale, vice president, commercial, Pharmarack AWACS. For legacy brands, this spend came down to around 10-12 per cent of the annual targeted sales of the brand.

However, Sapale pointed out that out of 54,355 brands captured in the Indian Pharma Market (IPM), only 30 per cent had a turnover of Rs 1 crore and only 7 per cent

First Published: Aug 07 2023 | 11:35 PM IST

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