Dr Reddy’s Laboratories has acquired a portfolio of over-the-counter (OTC) brands in the cough-and-cold, pain and dermatology categories.
The company has acquired six OTC brands from Pennsylvania-based Ducere Pharma, including Doans, Bufferin, Nupercainal ointment, Cruex nail gel, Comtrex and Myoflex for an undisclosed sum.
“These legacy products enjoy strong brand equity built over several decades,” says Alok Sonig, executive vice president and head of Dr. Reddy’s in the US.
“We are entering the branded consumer health arena through these brands and embarking upon the next avenue of growth for our OTC business in the US,” he said in a release. However, the cost of the acquisition was not disclosed.
According to Sonig, the company will build upon the sales and marketing efforts for these brands and continue to focus on their expansion into existing and new market channels.
Sonig commends the marketing and brand-building efforts of Ducere Pharma, recognizing the organisation’s role in successfully revitalizing the brands through improved distribution and promotional efforts.
“We think Dr Reddy’s is well-positioned to continue the successful growth of these brands,” Samuel F Hines of Casla Capital Management LLC, said.