Mumbai, Sept 26: With more and more home-grown remedies upgrading to national and global brands, it is now the turn of a small herbal medicine company in Kerala to make a play for the international stakes. The ayurvedic drug, Pankajakasthuri is a proven cure for asthma and has been in demand from all quarters of the country. The manufacturers, Pankajakasthuri Herbals India is now preparing for the global launch of the flagship product, as well as drugs for some other common illnesses.As a first step, Pankajakasthuri will hit the metros--Mumbai and Delhi--through a wide network of retailers. Says Pankajakasthuri Herbals chairman J Mahendran Nair: ``We are taking this medicine from Kerala to theworld stage. Major marketing strategies are planned for the metro launches while many foreign companies have shown interest to sell this and our other drugs abroad,'' The company claims to be holding talks for the sale of the drug abroad.
``The whole campaign will focus on the proven results and the drug's efficacyas an over-the-counter product. It can be used without any side effects and by patients of any age group,'' he said. Further, the company believes that since consumers in the metros are exposed to pollution and a hectic lifestyle results in under-nourishment, any drug that can act as a health tonic would be in demand.
In 1998, Pankajakasthuri Herbals launched the product in Malaysia while its herbal soaps have already been sold in the Gulf. Pankajakasthuri is a herbal formulation containing 11 medicinal plants and is used for treatment of asthma and other respiratory-allergic conditions.
The brand promise which will be promoted is that using the drug for 12 months can completely cure asthma and other allergic disorders.
The drug is developed by Dr J Hareendran Nair who is also the managing director of the company.
The company is armed with a series of test results conducted at government-owned laboratories and medical colleges by well-known physicians. ``We are using commonly known combination ofherbs in all drugs,'' said Mahendran Nair.
The company has also launched Ilogen Excel, an anti-diabetic herbal preparation, which can bring significant reduction in blood sugar levels and can normalise glycated hemoglobin levels through continuous use.
About 30 per cent of the Indian population is believed to be suffering from diabetes while 18-20 per cent of the world population is diabetic. Other products like Somatone checks fluctuation in blood pressure levels and is a cure for stress resulting from tight schedules of every day life.
Copyright © 1999 Indian Express Newspapers (Bombay) Ltd.