Brands, Sales & Marketing

NPIL can leverage opportunities and manage all challenges that could arise in the domestic Indian market. The restructuring of our product portfolio into primary, secondary and tertiary brands in 2001-02 has helped create power brands that are now growing above industry growth rates. New products have a sharper focus with a specialized management team looking into opportunities and launches. In the last 2 years, NPIL has grown market share through a combination of new products, innovative selling and brand management.

In-licensing and Alliances remain an important component of our strategy for the near to medium term. Given its importance in our strategy, our company has a dedicated management team to source new product and alliances opportunities, both domestically and globally.

With a field force of about 3,000, our sales, marketing and distribution network is among the largest in the country. The field forces are IT enabled and segregated into discrete divisions with a disease focus to improve customer coverage. The size of the field forces and the strong training and motivation inputs that are continually provided have enabled the company leverage scale and penetration significantly. This can be seen from the fact that despite severe competition across the market, our company has maintained its Prescription trend and price lines across key segments.

Domestic Marketing & Sales

NPIL has strong brand and brand life-cycle management systems designed to derive competitive advantages in one of the most challenging pharmaceutical markets in the world. The company has one of the widest product portfolios in India, spanning nine key therapeutic areas, including Cardio-vascular, Neuro-psychiatry, Oncology, Diabetes Management, Respiratory, Anti-infectives, Gastro-intestinals, Dermatology and NSAIDS. The company has alliances across the globe in key therapeutic areas.

With a sharp the focus on disease areas, the company has specialist field forces that cover more than 75% of all key doctor segments. Each high growth area like Cardiovascular, Diabetes, Central Nervous System, Gynaecology, Dermatology, and Oncology have a dedicated field force that is highly trained. The multi-specialty approach to mass consumption brands and products, which require considerable reach and penetration across the country, enabled NPIL to derive considerable advantages from skill, scale and size.

Our field force has implemented best-in-class practices, including knowledge management support for doctors. The field forces are also IT enabled to improve customer servicing capabilities. CRM investments in the field force will be augmented considerably in the coming year. We will invest in augmenting our field force to strengthen doctor coverage and sharpen our divisional focus.

The size of the field forces and the strong training and motivation inputs that are continually provided have enabled the company leverage scale and penetration significantly. This can be seen from the fact that despite severe competition across the market, our company has maintained its prescription trend and prices across key segments.