Apr 4, 2000|
Ranbaxy serves strong dose in anti–diabetes market
Eli Lilly Ranbaxy, the joint venture between Ranbaxy and the US based Eli Lilly have introduced a reusable insulin delivery device. This product would provide the users of Himinsulin (Eli Lilly’s product) a convenient way of injecting insulin.
Ranbaxy is among the premier Indian pharmaceutical companies. It has an overall market share of 5.1%, owns 17 of the top 300 pharma brands and its width extends to almost 68% of the therapeutic area. It’s the market leader in antibiotic and antibacterial segments, which contributed around 50% of its 1999 turnover. However, the company does not have a presence in the anti–diabetic segment and markets Eli Lilly’s drugs in India through its domestic distribution network.
Eli Lilly is well known for ‘Prozac’ its anti–depression blockbuster. Interestingly, the company entered into a joint venture with Ranbaxy, after the latter successfully broke through 60 process patents for its antibiotic Cefaclor (marketed by Ranbaxy in India as Keflor).
India is likely to emerge as the biggest market for anti–diabetes drugs by 2004. And if the product were to take off, it could enhance the sales for Himinsulin itself. The other players competing in the domestic human insulin category include Knoll Pharma (Knoll) and Hoechst Marion Roussel (HMR).
While Knoll Pharma is the undisputed leader in human insulin, Hoechst Marion Roussel (with ‘Daonil’ and ‘Insuman’ brands) is also a strong contender. Wockhardt also has plans to launch a product in the human insulin segment in the current year. However all these have not yet introduced specific insulin delivery vehicles.
The competition for Eli Lilly’s product could come from a player, which ironically is not even present in the domestic market, at present viz. Pfizer. Internationally, Pfizer is reportedly launching an oral insulin delivery device, which could totally change the way insulin is administered. That could provide a big boost for competition in the anti–diabetes market.
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