Reliance Industries, in the case of depressed prices for PTA, proved that a captively consuming unit will not be shaken by a fall in the price. Ipca has proved the same in the case of not only chloroquine phosphate but also in several other drugs like erythromycin estolate, atenolol and metaclopromide. The anti-malaria drug sold under the brandname Lariago is the breadwinner for the company and contributes nearly 40 per cent of its turnover. In terms of prescription generations and prescriber base, the company is ranked among the top ten pharma companies in India. Around 40 per cent to 45 per cent of its products are covered under the DPCO and the company istrying to reduce this to even lower figure.
Brand building is an important step for a pharma company.
Ipca has already tasted success in the new brand Roxeptin which is an antibiotic drug. No player including the multinationals enjoys more than 10 per cent market share. In this cut-throat competitive environment, only brand building can assure a slow but steady growth. Ipca seems to have realised this fact and is planning to build up more brands and also to acquire new brands if possible. For exports, the company is targeting US FDA markets in case of bulk drugs.