To expand reach in the rural market, Dr Reddy’s Laboratories Ltd has tied up with Mumbai-based Arogya Finance for marketing some of its key brands. The company said the move is aimed at helping the rural masses get financing of their choice, so that cash flow issues will not restrict access to medical treatment.
“We have tied up with Arogya Finance for Resof and a couple of more brands to increase access for a larger section of patients. For many years, we have been running a strong patient assistance programme called Sparsh for our oncology products,” said Alok Sonig, executive vice-president & head India Generics, who has just taken over as executive vice-president & head North America Generics.
“Many existing brands such as Nise, Omez get penetrated to the rural markets through our sales and distribution channels. We have launched a few special initiatives with distribution partners to make our popular brands even more accessible in the rural markets. Currently, around 20% of our revenues come from the rural markets. If you include tier 2-4 cities, this number would be 30-35%,” he said..
“Every year, we launch two to three products for rural markets. The choice of the products is driven by the diseases prevalent in the rural areas – higher tilt towards acute diseases such as cough, cold, pain. After many years of experimentation, our commercial operations in the extra-urban markets have become profitable, as a result of us finding the right product portfolio, commercial deployment, and distribution choices,” he added.
Dr Reddy’s Laboratories recently entered into an agreement with Hetero Drugs, under which Dr Reddy’s has been licensed to distribute and market Sofosbuvir 400 mg tablets, indicated in the treatment of Chronic Hepatitis C, under the brand name Resof, in India. According to the World health Organization (WHO), close to 12 million Indians suffer from chronic hepatitis C, a disease that can seriously affect the liver, leading to potentially life-threatening complications, including cancer of the liver complications arising out of untreated hepatitis C can precipitate faster in co-morbid conditions, such as diabetes.