Zandu Pharmaceutical’s New Prescription

Posted: 2003-01-25 00:00:00+05:30 IST
Updated: Jan 25, 2003 at 0000 hrs IST

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Drooling over everything that is natural is perhaps the latest mantra for the hip and the happening young generation. But for Zandu Pharmaceutical Works Limited, a company that manufactures a range of ayurvedic products specialised in rheumatology, gynaecology and the central nervous system, it is a way of life. The company has been providing ayurvedic healthcare remedies to the Indian populace for over 92 years. Operating in a fragmented industry with several unorganised players, Zandu has been able to create a brand equity and take a few harsh decisions. This has perhaps been the key to its survival in a highly cut-throat market.

Bhaskar Parikh, VP (Sales, Marketing, HR), Zandu Pharma

Today, Zandu armed with recommendations from A F Ferguson, is singing the same tune as most of its peers in the industry and talking of core competency and shareholder value creation. The company, which was till recently toying with the idea of launching several new products and getting to herbal cosmetics in a big way, is however now talking about concentrating on the existing product range. “We have taken a conscious decision to not add any new products for the next two or three years,” says Mr Bhaskar Parikh, Vice President (Sales, Marketing and HR).

What has perhaps prompted such a move is not just the escalating advertising costs but also a desperate attempt to outshout their way amongst the other hoarse-crying competitors who have even deeper pockets. Zandu competes with players like Dabur, Baidyanath, Emami and Himalaya for its Chawanprash range of products and with players like Procter & Gamble and Amrutanjan for its pain balms.

Cost Management
With nearly 90 per cent of its current Rs 113.63 crore turnover coming from the OTC (over the counter) segment, Zandu has little choice but to heavily invest in advertising and promotions. The advertising budget which has already zoomed dramatically from Rs...

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Zandu Pharmaceutical’s New Prescription

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