Dr Morepen Plans Foray Into Analgesics

New Delhi: | Updated: Nov 28 2002, 05:30am hrs
Ache, do, teen! That just may be Dr Morepensthe over-the-counter (OTC) arm of Rs 430-crore Morepen Laboratories Ltd way of bidding goodbye to headaches. The name (Ache, ...) is among the six sub-brands shortlisted for a product slated to be launched soon by the company. The proposed launch will also mark the companys foray into the analgesics market.

While Dr Morepens managing director Kartik Raina refused to divulge the launch details, he, however, said the company has already developed its own product in this segment and is currently in the process of finalising the brand name. Ache, do, teen was top of the mind, he said.

The foray into analgesics is part of a broader plan to boost what the company refers to as the lifestyle inhibitors category. Company sources say that it plans to address both the body che and headache segments with its brands slated for launch in the next two to three months.

The strategy is to position the brands as products that will complement the busy lifestyle of todays generation. The focus will be on providing solutions to complement the lifestyle and health of todays generation. The company has already acquired Lemolate and Burnol from Reckitt-Benckiser for Rs 8.95 crore. Alongside, Dr Morepen is also working at beefing up its lifestyle enhancer portfolio to meet its objective of super fast growth. In the lifestyle enhancer category Dr Morepen currently has brands like Dab Fizz (instant antacid), Sat Isabgol, (natural laxative), Gol Goli (digestive candy), C-Sip (energy drink), Y-Sugar (low calorie sweetener), and 2-Kool (throat drops) and C-Candy.

Dr Morepens hopes to clock in a sales turnover of Rs 40 crore by the financial year 2003.