Sun Pharma's sharp rise, though likely to be overshadowed once the Dr Reddy's group merger is consummated, is a "function of the business design that favours lasting customer relationships for a long-term prescription increase". Dr Reddy's, analysts say, will to pip Sun Pharma to the fifth position, once the consolidation is completed.

Sun Pharma's official spokesperson in a faxed response to The Financial Express said, "The company is currently growing at 26.4 per cent as against 10.8 per cent for the industry (ORG Retail Chemist Audit, August 2000). For the year ending March 2001, we expect to show domestic formulations business growth of 20-25 per cent across divisions."

Significantly, Sun Pharma's rise to fifth position comes with the displacement of others like Wockhardt, Zydus Cadila and Knoll Pharma along the way. As of February 2000, Sun Pharma stood at eighth position (MAT) as per ORG data, though these figures do not include institutional sales figures.

"Sun Pharma has followed a consistent, specialty focused strategy that aims at building customer relationships so as to own a share of mind with a renewed basket of products. While tools that have been used in execution have changed over time, this is the strategy that the company has been following since its inception. Improved field control mechanisms have ensured much better execution of marketing strategies," the company says.

On the key brands that contributed to the company's performance, Sun Pharma said, "The top 10 brands contribute 31 per cent to domestic formulation sales. As many as six of the top 10 brands show a growth rate in excess of 30 per cent. The largest brand Monotrate/Monotrate OD, contributes only 6.2 per cent to the company's total. Among brands that have demonstrated steady uptrends are the antiepileptic Encorate, which has shown growth rates of over 100 per cent."

Another antiepileptic, Zeptol has over the last few years is ranked among the top five brands for the company. "Glucored, an oral antidiabetic is now the third largest brand for the company and continues to grow in excess of 30 per cent," the spokesperson added.