Indian pharma companies are mainly concentrating on mother brands or flagship products under which they introduce several new combinations to ensure therapy leadership and strong revenue growth. A study by market research firm Pharma Rack showed how such flagship brands have posted strong growth CAGR in the last five years, with some even doubling sales.
Sheetal Sapale, vice-president, of commercials at Pharma Rack, said that mother brands are similar to a violent player who has put in a lot of effort during the prime years of life but presently follows to silently nurture the brand family to collectively cross newer benchmarks of achievement. She also added that pharma companies are using flagship brands to advance strong therapy connections, move from low-priced acute therapy to more premium-priced chronic or sub-chronic therapy forms, and also using this as a launch pad for combinations with molecules going off-patent.
For instance, two decades ago Glenmark’s Telma brand containing Telmisartan was launched in the Chronic segment and has since become a well-known brand for treating hypertension, heart failure, and prevention of heart attack and stroke. Despite the introduction of many line extensions, Telma remains the strongest brand under the umbrella. Strong brand identity for the treatment of hypertension has supported success in the launch of several brands with the enhancement of Telmisartan with newer molecules for better management of hypertension. While Telma stays strong in its molecular market, the other brands in the family also enjoy a formidable market share, says Sapele.
Telma Mother brand has 16 brands with a collective turnover of Rs 1036 crore. Likewise, Zerodol from Ipca started as a painkiller brand containing Aceclofenac in the Acute segment.But combinations of this brand with Paracetamol, Tizanidine, and Serrati peptidase have enabled the brand to penetrate the Dental and muscle spasm segments as well as the market to tackle inflammation-related conditions like Rheumatoid Arthritis, Ankylosing Spondylitis, and Osteoarthritis. What began with plain Aceclofenac quickly evolved into a diverse portfolio, leveraging certain combinations to spread its presence beyond traditional pain relief. With strategic expansions, Zerodol effectively ventured into Gastro and Neuro segments, with Zerodol Spas & Zerodol PG broadening its scope of indication, Pharma rack states.
