Chapter No.

Introduction

Pharma Industry
The Indian pharmaceuticals market is the third largest in terms of volume and thirteenth
largest in terms of value, as per a report by Equity Master. India is the largest provider of
generic drugs globally with the Indian generics accounting for 20 per cent of global exports
in terms of volume. Of late, consolidation has become an important characteristic of the
Indian pharmaceutical market as the industry is highly fragmented.

India enjoys an important position in the global pharmaceuticals sector. The country also has
a large pool of scientists and engineers who have the potential to steer the industry ahead to
an even higher level. Presently over 80 per cent of the antiretroviral drugs used globally to
combat AIDS (Acquired Immuno Deficiency Syndrome) are supplied by Indian
pharmaceutical firms.

Market Size

The Indian pharma industry, which is expected to grow over 15 per cent per annum between
2015 and 2020, will outperform the global pharma industry, which is set to grow at an annual
rate of 5 per cent between the same period!. The market is expected to grow to US$ 55 billion
by 2020, thereby emerging as the sixth largest pharmaceutical market globally by absolute
size, as stated by Mr Arun Singh, Indian Ambassador to the US. Branded generics dominate
the pharmaceuticals market, constituting nearly 80 per cent of the market share (in terms of
revenues). The sector is expected to generate 58,000 additional job opportunities by the year
2025. *

India’s pharmaceutical exports stood at US$ 16.4 billion in 2016-17 and are expected to grow
by 30 per cent over the next three years to reach US$ 20 billion by 2020, according to the
Pharmaceuticals Export Promotion Council of India (PHARMEXCIL).

Indian companies received 55 Abbreviated New Drug Application (ANDA) approvals and 16
tentative approvals from the US Food and Drug Administration (USFDA) in Q1 of 2017. The
USFDA approvals are expected to cross 700 ANDA in 2017, thereby recording a year-on-
year growth of 17 per cent. The country accounts for around 30 per cent (by volume) and
about 10 per cent (value) in the US$ 70-80 billion US generics market.

India's biotechnology industry comprising bio-pharmaceuticals, bio-services, bio-agriculture,

bio-industry and bioinformatics is expected grow at an average growth rate of around 30 per
cent a year and reach US$ 100 billion by 2025. Biopharma, comprising vaccines, therapeutics
and diagnostics, is the largest sub-sector contributing nearly 62 per cent of the total revenues
at Rs 12,600 crore (US$ 1.89 billion).

1
Investments

The Union Cabinet has given its nod for the amendment of the existing Foreign Direct
Investment (FDI) policy in the pharmaceutical sector in order to allow FDI up to 100 per cent
under the automatic route for manufacturing of medical devices subject to certain conditions.

The drugs and pharmaceuticals sector attracted cumulative FDI inflows worth US$ 14.71
billion between April 2000 and March 2017, according to data released by the Department of
Industrial Policy and Promotion (DIPP).

Road Ahead

The Indian pharmaceutical market size is expected to grow to US$ 100 billion by 2025,
driven by increasing consumer spending, rapid urbanisation, and raising healthcare insurance
among others.

Going forward, better growth in domestic sales would also depend on the ability of
companies to align their product portfolio towards chronic therapies for diseases such as such
as cardiovascular, anti-diabetes, anti-depressants and anti-cancers that are on the rise.

The Indian government has taken many steps to reduce costs and bring down healthcare
expenses. Speedy introduction of generic drugs into the market has remained in focus and is
expected to benefit the Indian pharmaceutical companies. In addition, the thrust on rural
health programmes, lifesaving drugs and preventive vaccines also augurs well for the
pharmaceutical companies.

Exchange Rate Used: INR 1 = US$ 0.0155 as on June 20, 2017

2
 Major Pharma Industry

1. Sun Pharmaceutical

Sun Pharma, officially known as Sun Pharmaceutical Industries Limited, was founded in
1983 by Dilip Shanghvi. The company is headquartered in India's financial capital Mumbai,
Maharashtra. Active Pharmaceuticals Ingredients (APIs) and formulations are known to be
Sun Pharma's specialised areas. It targets a wide spectrum of chronic and acute treatments. Its
therapeutic segments of over 3000 high quality molecules include psychiatry, anti-infectives,
neurology, cardiology, orthopaedic, diabetology, gastroenterology, ophthalmology,
nephrology, urology, dermatology, gynaecology, respiratory, oncology, dental and
nutritionals. On 15 June 2015, Sun Pharma was India's largest pharmaceutical company with
the market capitalisation valued at Rs. 2,01,706.41 crore. Its products and services may be
categorised as below:

2. Lupin

Headquartered in Mumbai, Lupin Limited is a multinational pharmaceutical company. An

associate professor at BITS-Pilani in Rajasthan, Dr. Desh Bandhu Gupta established Lupin in
1968, which is today one of India's leading pharmaceutical companies. In Pune, Maharashtra,
Lupin has a state-of the-art research and development unit. It is one of the fastest growing
companies as far as oncology, cardiology, gastroenterology, central nervous system, anti-
infective, anti-asthma and diabetology therapies are concerned. Lupin's market capitalisation
amounted to Rs. 77,115.19 crore on 15 June 2015. Its products and services may be
categorised as below:

3. Dr. Reddy's Labs

Based in Hyderabad, Telangana, Dr. Reddy's Laboratories is a multinational pharmaceutical

entity. It was founded in 1984 as a manufacturer of APIs. A vast range of pharmaceutical
products are offered by Dr. Reddy's Labs. It has 60 APIs and 190 medications to treat various
kinds of ailments. It is now India's third largest pharmaceutical company in terms of market
capitalisation, which was valued at Rs. 56,638.13 crore on 15 June 2015. Its products and
services may be categorised as below:

4. Cipla

Dr. K. A. Hamied set up Cipla Limited in 1935, which is one of the biggest biotechnology
and pharmaceutical multinational companies of India today. APIs and formulations are
produced at 34 state-of the-art Cipla plants spread across the country. Primarily, medicines
for treatments of ailments like depression, obesity, cardiovascular diseases, arthritis and
3
diabetes are developed by Cipla. It is India's fourth largest pharmaceutical company
accounting for a market capitalisation worth Rs. 47,025.38 crore on 15 June 2015. Its
products and services may be categorised as below:

5. Aurobindo Pharma

Aurobindo Pharma was founded by K. Nityananda Reddy and P.V. Ramaprasad Reddy with
others in 1986. Headquartered in Hyderabad, Telangana, Aurobindo Pharma Limited
manufactures APIs and generic pharmaceuticals. Six prime therapeutic areas of medication
addressed by the company are anti-allergic, gastroenterology, antiretrovirals, antibiotics,
central nervous system and cardiology. With the market capitalisation valued at Rs.
37,281.76 crore on 15 June 2015, Aurobindo Pharma Limited is India's fifth largest
pharmaceutical company. Its products and services may be categorised as below:

4
 Government Initiative
As per minister of chemicals and fertilizers Ram Vilas Paswan, “we have alreadytaken in
principle decision to create a separate department for the pharmaceuticalSector, considering
the robust growth witnessed by the pharmaceutical Sector Inthe country.”

As per the official said, “having a full fledge department exclusively dedicate tothe
pharmaceutical industry would help the sector especially when export areaccounting close to
50% of the total pharma production in the country.”

Health minister A.Ramadoss said the government is considering a bill that to provide for
accreditation of all hospital down to district level and he says thatonly 2-3% Indians have any
form of health insurance and in the coming Yearsthere will be a massive surge in it. The
government has launched an
Rs1.25 billion project for scientific validation of traditional health care system of Ayurveda,
homoeopathy, unani, and siddha.

The finance Ministry’s investment commission emphasis’s that healthcareDelivery is already

one of the largest service sector industries in India, Expectsthe industry to grow and
contribute upto 5% of GDP (at around Rs 240000crores) by 2010.

Mrs Renuka Chowdhury said that medical tourism could bring in extra Foreignexchange
worth Rs 5000-10000 crore.

In addition tour operators have been advised to include ayurveda healthdestination in their
marketing venture, especially in view of increasing popularity of ayurveda

 Export Promotion Cell:

An Export Promotion cell in this sector has been incorporatedwith the objective of

Boosting Pharmaceutical exports

Function as a nodal centre

Promotional Activities aiming at accelerating pharma exports.

Suggestions for modifications in the EXIM Policy.

Seminars / Workshops on standards, quality control requirements etc

 Pharma Export Promotion Council ( Pharmexcil):

The Pharma Export PromotionCouncil (Pharmexcil) has been constituted with the objective
of Facilitation of exports of Drugs, Pharmaceuticals, Biotechnology products, HerbalMedicin
es, Diagnostics.Export thrust to various products through workshops,
conferences and seminars anddelegate visits.

5
  Foreign Direct Investment (FDI) in Drugs and Pharmaceuticals:

FDI upto 74% in the case of bulk drugs, their intermediate Pharmaceuticals andformulations
(except those produced by the use of recombinant DNA technology)would be covered under
automatic route.

FDI above 74% for manufacture of bulk drugs will be considered by theGovernment on case
to case basis for manufacture of bulk drugs from basic stagesand their intermediates and bulk
drugs produced by the use of recombinant DNAtechnology as well as the specific cell/tissue
targeted formulations provided itinvolves manufacturing from basic stage.

 Provisions of Union Budget 2007-08 for the Pharma Sector

Weighted deduction on in-house R&D expenditure extended for a period of fivemore years
until March 31,2012.

Service Tax Exemption to DCGI2 approved CRO3s offering clinical trials for technical
testing and nalysis services for testing of new drugs

Peak customs duty reduced to 10%

Concessional rate of 5% customs duty plus Nil CVD on specified items extendedto all
research institutions registered with DSIR4

Additional 15 imported items for R&D purposes allowed to be imported at 5%customs duty.

Increased budgetary allocation towards AIDS control and immunisation for Polio

6
 ADVANTAGE
 Competent workforce:

India has a pool of personnel with high managerial and technical competence as
alsoskilled workforce. It has an educated work force and English is commonly used.Professio
nal services are easily available.

 Cost-effective chemical synthesis:

Its track record of development, particularly in the area of improved cost-beneficialchemical

synthesis for various drug molecules is excellent. It provides a wide variety of bulk drugs
and exports sophisticated bulk drugs.

 Legal & Financial Framework:

India has a 53 year old democracyand hence has a solid legal framework and strongfinancial
markets. There is already an established international industry and businesscommunity.

 Information & Technology:

It has a good network of world-class educational institutions and established strengths

inInformation Technology.

 Globalisation:

The country is committed to a free market economy and globalization. Above all, it has a70
million middle class market, which is continuously growing.

 Consolidation:

For the first time in many years, the international pharmaceutical industry is finding
greatopportunities in India. The process of consolidation, which has become a
generalized phenomenon in the world pharmaceutical industry, has started taking place in
India

7
 Company Profile

Company which has frayed into the top league within a shortest speed of time is a force
which even the giants have to reckon with.

Today, Zuventus is ranked 10th in the covered market and ranked 27th amongst the leading
pharmaceutical companies in just a decade, is admired and revered by its contemporaries.

Zuventus is a complete Pharmaceutical success story with

Sound Marketing and Sales

Admirable systems

Great infrastructure to steer future growth

Manufacturing

R&D (Formulation and API)

API & Biotech initiatives to bring novel, innovative, contemporary and first time in India
Products

Phenomenal Market Coverage

Excellent Customer Relationship

Trusted Marketing Partner for Tie-ups

Vision on Market beyond India

8
Zuventus is driven by a team of professionals with exceptional performance record in
previous assignments. Naturally there was no dearth of courage to set challenging goals and
achieving them through conviction and confidence. What followed was slew of milestones,
perhaps even beyond imagination of most, if not all pharma players:

All India Launch with 400 field personnel (July, 2002).

Fastest to cross ORG-IMS reflections of 100 Cr., 200 Cr. and now even 600 Cr. mark.

Launch of speciality focused divisions for effective penetration in multiple specialities and
market segments.

Gromaxx: 2005 – Gastroenterology & Respiratory

Oncocare: 2008 – Oncology

Odenea: 2010 – Pain Management

Generia & Institutions: 2012 – To tap vast potential of generics, hospitals and
institutions

Building leader brands: (Source: ORG-IMS)

Augpen Maxtra

Eslo Feronia

Bevon Merotec

Zostum Netromax

Successful entry into exciting field of biotechnology – Enoxarin, Eporise, Peglast.

Joining hands with global giants and entry into the field of vaccines: Sanofi Pasteur –
Verorab.

Partnership with MNCs for exciting cutting edge products

Have been marketing Gutclear containing Lactilol from Dupont (Danisco) with their
technical support since past 4 years

Soon to be launched Dupont (Danisco) probiotic Restore II under Zuventus own brand
name Florestore

9
Launching of ‘first time in India’ molecules with unique mode of action : Troxip
(Troxipide), Lafaxid (Lafutidine), Seretra (Seretradrost).

Entry into hitec area of sprays and pumps through association with globally renowned
Aptar Pharma – a German devices company.

Set up our own Manufacturing unit at Jammu which rolled out the first batch in the month
of June’11

Our own Formulation R&D starting October’12.

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 MISSION & VISION

Vision

To bring joy and jubilation in people’s lives by becoming a global healthcare provider
through research based innovative & superior products with superior profiles.
By people we mean everyone, whom we come in touch with,

Patients using our products

Doctors trusting our products

Trading partners (retailers, wholesalers, C & F agents) ensuring availability of our products

Society at large

All Zuventians across the country

Mission
Pursued by every Zuventian with missionary zeal!

To be a Top Ten Pharma House by 2020.

To become No. 1 in the segment of “Anti Infectives”.

To establish leadership in the areas of

Anti-infectives

Nutritional

Cardiovasculars

Pain Management

Respiratory & Gastroenterology Segment

To make significant contribution towards a Anemia Free India

Supporting scientific and academic activities of medical fraternity through latest updates

11
 Marketing Mix- 4Ps of Marketing

Product

Zuventus has the largest product kitty in India and its product range is vast and varied. It
includes 1000 products for therapeutic segments and nearly sixty dosage-forms. The
company provides services like commissioning, plant engineering, consulting and technical
know-how support and transfer.

Prescription- Some of it includes anti-inflammatory drugs, NSAID’s, Antacids, Vitamins

,Food Supplementary , antibiotics and anabolic steroids.

Place

Zuventus exports several of its products to countries in the world including the United States
and numerous countries in the Middle East, Latin America, Australia, Africa and Europe. Its
distribution policy for global companies includes tie-ups with other proficient companies so
that it can take advantage of their distribution system. In India, it has thirty-five
manufacturing plants in places like Goa and Patalganga. The company has several research
and development units for development of new and existing drugs. It has corporate offices in
dealing with customers. Zuventus has the strong distribution network in the retail market and
its medicines are easily available at medicinal stores.

Price

Zuventus is the leading health-care company in India and its aim is to provide access to high-
quality medicines at affordable rates. In order to meet the needs of its patients, it has decided
to keep an economic and reasonable pricing policy. Its aim is to make life-saving drugs
accessible to every needy patient and therefore for those drugs it has kept a minimum pricing
policy. Its efforts have reduced the prices of several vital drugs in the market. For products
that are exported it has maintained a competitive pricing policy, so that it can successfully
compete with its competitors.

Promotion:

Zuventus has undertaken various promotional activities to market its products. Its tagline is
Dedicated to bring Joy and Jubilation in people Lives and this has become its mission and
hence this idea has been incorporated in its employees, processes and products. In order to
make a difference, the company contributes to society through themes like education, health
& sanitation and by creating opportunities for decent livelihood. Zuventus provides free-of-

12
cost medication to poor patients. It has developed strategies like selling vitamins at an only
1/3rd price to developing countries like South Africa.

Zuventus believes in providing its employee’s best available opportunities and hence has
provided them with employee benefits. For some of its, products Zuventus has taken the help
of commercial advertisement through television and print media. Tendofirm was its most
advertised product of the year 20017.

13
 Challenges

1. Compliance issues and good manufacturing practices :

 This has somehow always been a problem for the companies. The ongoing rumor is
that the United States Food and Drug Administration is trying to block the growth of
the companies.

 The approval of USFDA is important because the largest consumer of pharma

products is the USA and India is a major exporter. The opinion of the USFDA is
considered to be the standard in the sector as well.

 The companies are trying to improve their standards and this issue can be solved by
having officials who are more stringent and inspections on a regular basis can be done

2. Highly fragmented industry :

 The Indian pharma industry is highly fragmented. The market is overloaded with
generic manufacturers.

• This is a cause for concern because high fragmentation causes instability, volatility
and uncertainty. This is certainly not a good omen for the pharma sector.
• Pharmaceutical companies can review their strategies to survive in a volatile
environment.
• Some of the actions that can be taken by the companies are they can periodically
review their product portfolio and build more customer centric products.
• The companies need to build their organisation in such a way that will enable better
operational ability and agility.

3. Low margin of profits due to government pricing policies – Drug Price Control
Order

• The main issue raised by most of the pharma companies is that the profits which they
earn are basically peanuts and this income is not sufficient enough. The companies
sight that the reforms of the Government for the essential medicines has caused them
to lower the price of drugs.This has been done by the Government for the betterment
of the public. So the Government has to think of a way to promote the pharma
companies as well. Funding for the pharma companies might be a way to move
forward.

4. Low input for research and development due to pricing norms

• The above mentioned challenge directly affects the R&D of the companies.
• The lower the profits for the companies, the lower the investments. So the companies
sight that due to the low income they are not able to develop products the way they
want.
14
5. Stronger IP regulations

 IP regulation has always been a thorn in the skin for the companies, especially the
foreign companies. The companies strongly feel that the rules have to be amended and
the so-called victim of the lax regulations have been the foreign entrants.

15
 Chapter No. 2

Literature Review

Stamm TA, Machold KP, Smolen JS et al (2002) Joint protection and home hand exercises
improve hand function in patients with hand osteoarthritis: a randomized controlled trial.
Arthritis Rheum 47:44–49. Author concluded that ‘Osteoarthritic patient need Exercise for
functioning of movement’

Occupational therapy (OT) intervention principles, given their focus on enhancing a person's
ability to perform occupational tasks and on maximizing independence , constitute a
potentially effective approach to treating people with hand OA. OT interventions include
joint protection, training in activities of daily living, and functional exercises. The goal is to
maintain and improve function of the affected hand joints.

Joint protection interventions have been studied in people with rheumatoid arthritis (OA) .
Home hand exercise programs have been used in trials for persons with RA and have been
reported to be well tolerated. Hand exercises have been shown to be an effective means of
increasing grip strength and decreasing morning stiffness in OA .

Joint protection is a concept routinely employed in all patients whose joints are affected by
arthritis. Originally designed for OA , the concept has been expanded to include OA by
finding ways to reduce microtrauma to articular cartilage and subchondral bone. For persons
with OA, joint protection is designed to strengthen muscular support, improve shock
absorption around a joint, and reduce mechanical stress on the joint with different techniques
or devices. These techniques are intended to help manage inflammation, avoid pain, reduce
fatigue, and increase physical fitness , although randomized controlled trials about hand OA
have not been published so far.

Because the musculoskeletal system must function as an integrated unit for optimum
efficacy, specific exercise programs designed to improve everyday hand function are another
essential aspect in the treatment of hand OA. Moderately loading the joint, increasing fitness,
and increasing muscle strength are possible ways to stabilize bone and cartilage health.
Moreover, a reduced movement range may generate primary OA, and maintaining the range
of motion is essential for optimal function and pain control . Exercises for hand OA should be
designed to maintain the full range of motion in metacarpophalangeal (MCP), PIP, and DIP
joints, and the following principles should be applied: active movement, few repetitions, and
a low amount of resistance. However, there is no evidence for the efficacy of hand exercises
in hand OA.

The goal of this study was to evaluate the effect of instruction for joint protection in
combination with a hand exercise intervention in persons with hand OA.

16
Moore RA, Tramèr MR, Carroll D et al (1998) Quantitative systematic review of topically
applied non-steroidal anti-inflammatory drugs. BMJ 316:333–338. Author concluded that’’
NSAID’s are predominantly use in Osteoaarthritis and RA.’’

Nonsteroidal anti-inflammatory drugs (NSAIDs) are among the most commonly prescribed
drugs worldwide and are responsible for approximately one-quarter of all adverse drug
reaction reports. NSAIDs are widely prescribed for patients with rheumatic disease — a
population at increased risk for serious gastrointestinal (GI) complications. Topical
administration of NSAIDs offers the advantage of local, enhanced drug delivery to affected
tissues with a reduced incidence of systemic adverse effects, such as peptic ulcer disease and
GI haemorrhage.

NSAIDs administered topically penetrate slowly and in small quantities into the systemic
circulation; bioavailability and maximal plasma NSAID concentration after topical
application are generally less than 5 and 15%, respectively, compared with equivalent oral
administration. Product formulation may have a dramatic impact, not only on absorption rates
but also on penetration depth. Compared with oral administration, topical application leads to
relatively high NSAID concentrations in the dermis. Concentrations achieved in the muscle
tissue below the site of application are variable, but are at least equivalent to that obtained
with oral administration. NSAIDs applied topically do reach the synovial fluid, but the extent
and mechanism (topical penetration versus distribution via the systemic circulation) remain to
be determined. In addition, marked interindividual variability was noted in all studies;
percutaneous absorption may be strongly influenced by individual skin properties.

In general, interpretation of clinical studies measuring efficacy of topical NSAIDs in

rheumatic disease states is difficult because of a remarkably high placebo response rate, use
of rescue paracetamol (acetaminophen), and significant variability in percutaneous absorption
and response rates between patients. Overall efficacy rates attributable to topical NSAIDs in
patients with rheumatic disorders ranged from 18 to 92% of treated patients. Topically
applied NSAIDs have a superior safety profile to oral formulations. Adverse effects
secondary to topical NSAID application occur in approximately 10 to 15% of patients and are
primarily cutaneous in nature (rash and pruritus at site of application). GI adverse drug
reactions are rare with topically applied NSAIDs, compared with a 15% incidence reported
for oral NSAIDs. Available clinical studies suggest, but do not document, equivalent efficacy
of topical over oral NSAIDs in rheumatic diseases.

17
 Chapter No. 3

Research Methodology

This research is to study on the treatment on osteoarthritis and chemist analysis from
South Bombay area’s different specialization of doctors and chemist

Primary data was collected through a 2 questionnaire cum interview. One is for doctor and
other one is for chemist shop consisting of 14 questions and 10 questions in each respectively
included questions ranging from area of customer to satisfaction level was constructed and
data of 85 Doctors and 57 Chemists was recorded in South Bombay area.

18
 Objective of the Study

 To study the products and services of various Pharma companies.

 To study the satisfaction level of respondents with the services provided by Pharma
company.
 To study the satisfaction level of the respondents with the Medical Representative.
 To study the changes required from pharma Industry.
 To find out which are the products and services required by the Doctors and Chemist.
 To study the preference of different categories of molecules used in Osteoarthritis
treatment as per grades.
 To study the best promotion way to customer.
 To study problem facing by chemist due to various reasons.
 To study challenges facing by chemist.

19
 Chapter No. 4

4.1 Findings & Discussion

From above table it can be interpret that 32% of respondents diagnose more than 30 number
of patient & 28% of patient diagnose 11-20 number of patient.

From above table we can see that 66% respondents diagnose less than 10 number of male &
21% of respondents diagnose more than 30 number of female patient in a week.

Most of the respondents diagnose more than 20 number of Female patient because
osteoarthritis is majorly seen in female after postmenopausal or after hysterectomy.

20
From above table we can see that 49% respondents are saying 51-60 years age group suffer
from osteoarthritis & 45% of respondents are saying above 60 year age group suffer from
osteoarthritis

Here it can be interpret that above 51 year age group suffer from osteoarthritis because of
aging of bone.

21
22
From above table it can be interpreted that calcium is most prescribing molecule among rest
in all grads of osteoarthritis whereas Hayaluronic acid is majorly used in osteoarthritis grade
3 & NSAID’s & Analgesics are also mainly used in grade 1 & 2 osteoarthritis.

(*NSAID’s – Non Steroidal Anti Inflammatory Drugs.)

From above table it can be interpreted that 51% of doctors prescribing Nutritional supplement
& 12% of doctors prescribing viscosuppliment inj.

Whereas company having medicines in both NSAID’s and and viscosuppliment injection. In
this huge market of NSAID’s and Viscosuppliment Injection company can make higher
profits by implementing strategies like awareness about safety, efficacy, patient compliance,
onset of action of this drugs to the customer i.e. to the doctor.

23
From above table it can be interpreted that calcium & collagen peptide are having more
percentage among rest when it comes to the co- prescribing brand. Because there is more
need of calcium supplement to osteoarthritic patient. Antacids are also mainly co-prescribe in
osteoarthritis due to higher acidity created by pain killers.

24
When it comes to co-prescribing brand there is higher % of nutritional supplement i.e. 66%
and 23% of antacid because nutritional supplement is need in osteoarthritic patient due to
lesser amount of calcium vitamin collagen in body.

Suggestion to company is need to consolidate market of nutritional supplement and antacid

brands of company. As company is growing in both this market as per market growth.
Therefore there is huge opportunities in both of this market.

25
From above table it can be interpreted that NSAID’s are top brand i.e 83% of respondents
preferred NSAID’s then 2nd rank is to analgesics and 3rd rank is of Intraarticular injection.

Therefore as per preferences Zuventus company should focus on NSAID’s market and can
make higher profit out of it. Whereas intrarticular injection is top preference by orthopaedic
doctor because it gives long term pain relieve and from this company can make higher profit
as margin of this brand is high .

Below table is showing reasons for preferring NSAID’s more.

26
From above table it can be interpreted that 27% of respondents prefer NSAID due to relief of
pain and 12% respondents prefer NSAID due to inflammation, swelling and pain reduction.

Zuventus should more focus on this parameter when it comes to selling NSAID’s in market.

27
Above table can be interpreted that 93% of respondents gave higher importance rank to
efficacy of brand & 77% of respondent to the onset of action.

Most of the respondents gave high importance to the efficacy, onset of action ,patient
compliance & side effect of brand because all these parameters are important to patient for
early recovery from disease. And many of the doctors gave low importance to company
image because at the end doctors want result of medicines , company image hardly matters.

From above table it can be interpreted that efficacy and promotion are two important factors
for doctors while prescribing brand to patients.

Most of the respondents are having efficacy & promotion is important while prescribing
brand because without promotion doctors will not come to know about brand.

28
From above table it can be interpreted that 96% of respondents are satisfied with efficacy of
brands of zuventus company which they are prescribing.

Zuventus should be more focus on availability of brand because among rest parameter
satisfaction of availability of brand is low. To enhance sales company should mainly focus on
Availability.

29
Above data is of advice to osteoarthritic patient. Company can use this information to give
osteoarthritic patients by giving pamphlets or posters by keeping awareness campaigns.

30
From above table it can be seen that 82% of respondents need changes in pharma industry.

Most of the respondents want changes in pharma industry those changes are given below
table.

This changes will help zuventus company for there innovation & by making this changes
company can make more profits.

31
32
From above table it can be interpreted that CME is the best way for promotion of brand
followed by seminars are also as important as CME’s . ( 6th is highest rank and 1st is lowest
rank)

Therefore company should arrange more of CME’s and Seminars for customer to promote
there brand.

33
 4.2 Findings & Discussion

From above table it can be seen that 35% of respondent belong to the age group 41-50 & 28%
respondent belong to the age group 20-30 .

From above table it can be seen that 74% of respondent are male & 26% respondents are
female.

34
From above table it can be seen that 38% of respondent are D Pharma and 33% respondents
are B Pharmacist.

Most of the respondents are Pharmacist because of Government rule i.e. pharmacist must be
in medical with his/her certificate.

From above table it can be interpret that 26% respondents are having experience more than
20 years & 21% respondents are having experience 11-15ears.

Most of the respondents are having experience more than 20 years because people don’t
easily change pharmacist profession once they enter.

35
From above table it can be interpret that 75% respondents are using software in shop & 24%
respondents are not using software in shop.

Most of the respondents are using software in shop to maintain inventory easily.

From above table it can be seen that 95% of respondents are agree with increase in inventory,
62% respondents agree with non return on investment , 84% respondents are agree with
product get expired & 70% respondents are disagree with products are sold at less price by
impact of non-moving product .

Most of the respondents are agree with increase in inventory and product get expired by
impact of non-moving product on inventory because of it directly results into increase in
inventory and product expiry. As product can not be sold in less price by DPCO act therefore
70% of respondents are disagree.

36
From above table it can be interpret that 51% of respondents never get replacement of expiry
product & 65% of respondents always get return in case of expiry product & 42%
respondents always get adjustment on expired product

Most of the respondents get return on expiry product because expiry or breakage loss directly
goes to company any company pay them back their losses.

From above table we can come to know 70% of respondents sometimes receive trade scheme
from stockist , 75% respondent sometimes get scheme on seasonal product, 56% & 53% of
respondent always receive scheme on monthly purchase & fast moving product respectively.

Most of the respondent always receive scheme on monthly purchase & fast moving product
because on bulk of purchase stockist gives scheme.

Most of respondents sometimes get scheme on new product & seasonal product because
company don’t want losses on there new products therefore usually no scheme for this
product.

37
As per above table we come to know 90% of respondents are agree with decrease in sales,
63% respondents are agree with increase in customer shift & 47% respondents disagree with
decrease in profit margin due to impact of online pharmacy.

Most of the respondents agree with decrease in sales & profit margin due to online pharmacy
because online pharmacy makes product available to patient by home delivery by giving 20%
discount.

Most of respondents are agree with decease in sales due to online pharmacy because now a
days online pharmacy taking share of medical shops.

From above table it can be seen that 63% respondents never gives home delivery to any
customer due to this reason their sales are down whereas online pharmacy does home
delivery and their sales are getting high.

Whereas 35% of respondents always does home delivery this respondents shops are big shops
therefore they give home delivery to every customer.

38
57% of the respondents are getting 14 days of credit polices from stockist &n36%
respondents receive 21 days credit policies from stockist.

Most of the respondents receive credit polices more than 14 days from stockist because
stockist wants there sales higher than there competitors.

From the above table it can be interpreted that 91% respondent purchase daily medicines
from stockist .

Most of the respondents purchase medicines daily from stockist because stockist everyday
visit to chemist and chemist don’t want to increase inventory by purchasing weekly or
monthly.

39
From above table it can be interpreted that 84% respondents are agree with easy availability
of medicines, 83% respondents are agree with decrease in profit, 47% respondents are agree
with increase in sales by DPCO act . Because by DPCO act reduces price of high cost
medicines which causes decrease in profit & increase in sales and availability also become
essential by DPCO act.

40
From above table it can be interpreted that 18% chemist are facing challenge of GST tax and
11% chemist are facing challenge of Generic medicines.

Above data interpreted that most of the challenges are related to changes in government
policies .

41
 From above table it can be interpreted that 26% chemist are from worli & 26% chemist are
from Prabhadevi area.

From above table it can be interpreted that 35% of respondents are using Ecogreen software
in shop.

42
 SWOT Analysis
The SWOT analysis of the Zuventus Healthcare Pvt. Ltd. comapny reveals the position in the
Indian pharmaceutical industry.

respect to its internal and external environment.

a) Strengths

• Low-cost, highly skilled set of English speaking labour force and proven track record in
design of high technology manufacturing devices.

• Growing treatment naive patient population.

• Low cost of innovation, manufacturing and operations.

• Having all varieties of products with lower price.

• Enough field force for promotion.

b) Weaknesses

• Stringent pricing regulations affecting the profitability of pharma companies.

• Poor all-round infrastructure is a major challenge.

• Poor health insurance coverage.

• Poor HR plans and less employee oriented.

43
c) Opportunities

• Global demand for generics rising.

• Rapid OTC and generic market growth.

• Increased penetration in the non - metro markets.

• Large demand for quality diagnostic services.

• Significant investment from MNCs.

• Public-Private Partnerships for strengthening Infrastructure.

• Opening of the health insurance sector and increase in per capita income - the growth
drivers.

• India, a potentially preferred global outsourcing hub for pharmaceutical products due to low
cost of skilled labour.

d) Threats

• Wage inflation.

• Government expanding the umbrella of the Drugs Price Control Order (DPCO).

• Other low-cost countries such as China and Israel affecting outsourcing demand for Indian
pharmaceutical products

• Entry of foreign players (well equipped technology-based products) into the Indian market.

44
 Recommendations

• The company should add more product in product portfolio of Osteoarthritis

Treatment like, Ibuprofen, Naproxen,Diclofenac gel, Steroids, Opioids etc.
• The company should understand there is very less scope to the companies few product
like Ketoprofen & Univestin so they should not give more focus for Promotion of this
medicines.
• There is huge market of Calcium, Collagen, Antacid, NSAID’s, so company should
majorly focus on consolidation of this medicines to grab more of market shares
• Doctors are giving more importance to Efficacy of brand and promotion of brand
therefore company should provide this two parameter to satisfy doctors.
• Doctors are least satisfied with Availability of brand therefore recommended to be
highly active when it comes to Availability of brand.
• There are lot of advices to osteoarthritic patients from doctors, company need to
convey this to osteoarthritic patient by giving them Pamphlet or putting Poster in
Doctors clinic.
• Doctors wants changes from pharma industry, company should be more oriented to
satisfied doctors needs.
• The company should arrange Continuing Medical Education (CME), Seminars for
there customers i.e. doctors for promotion of brand.
• The company should have more concern about Non- moving products, because it
leads to increase in inventory and indirectly this is loss to company only. Also
company should minimises expiry and breakage.
• The company should give scheme to Stockist for Seasonal product to increase product
sales.

45
 Conclusion
• From the above Analysis of data collected from Doctors and chemist ,the customers
of pharma industry concluded that, doctors preference of medicines in osteoarthritis is
broad but major preference is to calcium, collagen, NSAID’s. There is huge market of
NSAID’s because doctors number one preference goes to NSAID’s .There are more
advices to osteoarthritic patients from doctors.
• Doctors also wants changes from pharma industries like, Generic medicines demand,
Instructions to Medical Representative, safe medicines with less side effects etc.
Doctors are giving more importance to Efficacy of brand and promotion of brand.
Continuing Medical Education (CME), Seminars are the best way for promotion of
brand.
• Chemist are also as important as Doctors because they are the end sealer of brand.
Company should also satisfy there need.

46
 Bibliography

• Moore RA, Tramèr MR, Carroll D et al (1998) Quantitative systematic review of

topically applied non-steroidal anti-inflammatory drugs. BMJ 316:333–338
• Stamm TA, Machold KP, Smolen JS et al (2002) Joint protection and home hand
exercises improve hand function in patients with hand osteoarthritis: a randomized
controlled trial. Arthritis Rheum 47:44–49.
• MbuseinmapofIndia.com
• www.scribd.com
• www.wikipidiapharmaindustry
www.osteoarthritistratment

47
 ANNEXURE

QUESTIONNAIRE

Topic : “STUDY ON THE TREATMENT OF OSTEOARTHRITIS”

I miss. Jayshree Redekar pursuing my studies in field of management

specializing in marketing. As per my curriculum, I am doing my project on study on
treatment of osteoarthritis. With regards to my project I am collecting data from Doctors,
the information given is used only for academic purpose. I request you to give your valuable
time for information on the following questions.

1. How many patients do you examine per day?

1) Less than 10 2) 11 – 20 3) 21 – 30 4) More than 30

2. How many osteoarthritis patient come to you for diagnosis in a week?

Sr Female Sr. Male

no. no.
1 Less than 10 1 Less than 10
2 11 - 20 2 11-20
3 21 -30 3 21-30
4 More than 30 4 More than 30

3 According to you which age group mostly suffer from osteoarthritis?

1) Below 30 2) 31-40 3) 41-50 4) 51-60 5) above 60

4. Which molecules do you prefer most for the treatment of osteoarthritis as per
grade?

1st Grade Osteo - 1)_____________ 2)_____________

3)_____________ 4)_____________

2nd Grade Osteo- 1)_____________ 2)_____________

3)_____________ 4)_____________

3rd Grade Osteo- 1)_____________ 2)_____________

3)_____________ 4)_____________

48
5. When it comes to prescribing a brand for treatment of osteoarthritis, how important
are the following parameters to you? Rate them on 8 point scale. Please give one rank
to one parameter. (1 = Least Important, 8= Most important)

Sr. Parameters Importance

no.
1 Efficacy of the brand
2 Side effects of the brand
3 Availability of the brand
4 Price
5 Patient compliance
6 Company Image
7 Promotion
8 Onset of Action

6. With preference to the brand that you prescribe most for treatment of
osteoarthritis, what extent are you satisfied on following parameters ? Rate them
on 5 point scale. The same rank can be given to different parameter.
(1 = Least satisfied, 5=Most satisfied)

Sr. Parameters Satisfaction

no.
1 Efficacy of the brand
2 Side effects of the brand
3 Availability of the brand
4 Price
5 Patient compliance
6 Company Image
7 Promotion
8 Onset of Action

7. Which other molecules do you generally co-prescribe to osteoarthritic patients?

1) ____________________ 2)____________________ 3) _____________________

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8. Of the following, rank in order of preference , which class of molecule you
prefer most for the treatment osteoarthritis? ? Rate them on 4 point scale.
Please give one rank to one parameter. (1 = Least preferred, 4= Most preferred)

Sr. Class of molecule Rank

no.
1 NSAID’S
2 Symptomatic analgesic drugs
3 Analgesics
4 Intra articular inj.

9. Why do you prefer rank 4th class of molecule from above?

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_________

10. What is your advice to osteoarthritic patients?

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_________

11. Do you feel Pharma industry need changes?

1) YES 2) NO

12. If yes, what changes do you suggest?

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_________

50
13. According to you, which is the best way for the promotion of a medicine brand
from the following. ? Rate them on 6 point scale. Please give one rank to one
parameter. (6 = least preferred , 1= Most preferred)

Sr. Promotion way Rank

no.
1 Leave behind literature ( LBL)
2 Inputs
3 samples
4 Reminder card
5 Seminars
6 Continuing medical education (CME)

Name:

Age:

Gender: A) Male B) Female

Location of clinic:

Qualification:

Experience: 1) < 5 years 2) 6 – 10 yrs 3) 11 – 15 yrs

4) 16 – 20 yrs 5) 21- 25 yrs 6) > 25 yrs

51
 CHALLENGES IN PHARMA RETAILING IN INDIA

Name of Chemist :

location of chemist :

Age: (Please tick the appropriate option)

Sr. Age group

no.
1 20-30
2 31-40
3 41-50
4 51-60
5 60 & above

Gender:

Sr. Gender
no.
1 Male
2 Female

Qualification: : (Please tick the appropriate option)

Sr. Parameter
no.
1 B.Pharm
2 D.Pharm
3 Science Graduate
4 Any other

Experience in years : : (Please tick the appropriate option)

Sr. no Years
1 0-5
2 6-10
3 11-15
4 16-20
5 More than 20

52
Q.1) Do you use any software in your shop?

Yes No

Please specify the name

Q.2) What is the impact of Non - moving products on your inventory?

Sr. Parameters Agree Disagree

no.
1 Increase in Inventory
2 No Returns on investment
3 Products get expired
4 Products are sold at less price

Q.3) Among the following which methods are used to tackle the problems of breakage
/expiry of your products?

Sr.no. Parameters Never Sometimes Always

1 Replacement in lieu of expired product
2 Return in case of expiry product
3 Adjustment (Return in parts)

Q.4) On which products do you receive trade schemes from your stockist?

Sr. Parameters Never Sometimes Always

no.
1 New product
2 Seasonal Product
3 On Monthly Purchase products
4 Fast moving products

Q.5) What is the impact of online pharmacies on your business?

Sr. Parameters Agree Disagree

no.
1 Decrease in Sales
2 Decrease in Profit Margin
3 Increase in Customer Shift

53
Q.6) Among the following conditions to whom would you provide Home delivery services?

Sr. no. Parameters Never Sometimes Always

1 Regular Customers
2 On bulk purchase
3 On purchase of costly medicines
4 In case of special order of medicines

Q.7) What are the different credit policies offered by the stockist?

Sr. Parameters
no
1 21 days
2 14 days
3 7 days
4 Any other

Q.8) How frequently do you visit Dawa Bazar /stockist to purchase medicines?

Sr.no. parameter
1 Daily
2 Weekly
3 Monthly
4 Other

Q.9) What is the impact of DPCO Act enforced by NPPA?

Sr. Parameter Agree Disagree

no.
1 Easy availability of essential medicines
2 Decrease in profit
3 Increase in inventory
4 Increase in sales

Q.10) Any other challenges/issues would you like to mention?

54
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