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Pharma gets creative in bid to tap rural India

This article was originally published in Scrip

Executive Summary

Forward-thinking pharmaceutical companies know that there is significant potential to generate new revenue in the mass markets of India's interior. Firms have begun to implement a range of strategies, including Novartis's 'bottom-of-the-pyramid' approach and Sanofi-Aventis's revival of its Hoechst identity to sell cut-price versions of non-core products. Big pharma might also want to take a leaf out of the FMCG playbook, explains Anju Ghangurde.



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