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Bayer's consumer health unit intends to expand its presence in India

by Rishika Choudhury

Date & Time: May 31, 2022 9:00 PM

Read Time: 2 minute

Bayer's consumer health division is placing a significant bet on India. The Basel-based pharmaceutical company seeks to expand its global portfolio of non-prescription products to meet the needs of Indian consumers, as well as introduce new line extensions for its top brands like as Saridon and Supradyn.

Corporate to launch new codecs

Sandeep Verma, nation head, India, Bayer consumer health division in India, stated that the corporate will use its world experience to launch new codecs corresponding to effervescent tablets, topicals and sprays and increase its distribution footprint from 5.5 lakh pharmacies to 10 lakh by 2026, moreover launching advertising campaigns to energize the manufacturers.

In June 2021, Bayer started its consumer health division in India with the reintroduction of the age-old pain-relieving brand Saridon in new packaging.

Bayer also distributes products from other companies

Saridon Advance, a new formulation with a higher paracetamol dosage of 650 mg, was introduced by the company. Supradyn, the company's largest multivitamin brand, was also relaunched in new formulations. Canesten, an anti-fungal cream, was recently launched by the company at the dermatology house. Bayer also distributes products from other companies, such as the anti-allergy drug Alaspan (loratadine), Bayer Tonic, Becozym C Forte, Benadon, and others.

Saridon and Supradyn formally licenced to Piramal Group, then transferred to Bayer

Bayer's decision to create a consumer health business in India comes at a time when some of its international pharmaceutical competitors are lowering their profile in the country. Sanofi previously sold its antimicrobial skin cream Soframycin, while lowering its exposure in India by negotiating a sales and distribution agreement with Dr Reddy's Laboratories for its ache relief model Voveran and calcium range, which includes Calcium Sandoz and Methergine. Both Saridon and Supradyn were formerly licenced to Piramal Group, but at the end of the licencing agreement, they were transferred to Bayer's new consumer health division. Piramal continues to distribute these items in India.

"The Indian consumer health industry is relatively young and small, but it is still among the top ten markets; it is now ranked number eight, but India's growth rates are faster than many other nations," Verma said.

Consumer health in India worth roughly $4 billion

Bayer Consumer Health predicted that India would get to the top four worldwide markets in the next 7-8 years. Consumer health in India, excluding Ayurveda, is worth roughly $4 billion ($4.3 billion), according to Verma, with penetration rates in the single digits.

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