A Case Study on Marketing Strategies of the Pharma Industry with Reference to Smilax Labs, Haryana | Original Article

ABSTRACT:

The Indian pharmaceutical sector has come a long way, being almost non-existent before 1970 to a prominent provider of healthcare products, meeting almost 95 per cent of the country's pharmaceuticals needs. The industry today is in the front rank of India’s science-based industries with wide ranging capabilities in the complex field of drug manufacture and technology. It ranks very high in the third world, in terms of technology, quality and range of medicines manufactured. From simple headache pills to sophisticated antibiotics and complex cardiac compounds, almost every type of medicine is now made indigenously. India is getting recognition as a strong, and fast growing economy. Thus the industry is attracting many global entrants. Increasing purchasing power of the growing middle class population, high orientation towards health consciousness, quality and price driven mindset have reshaped the market structure of pharmaceutical business. The behavior and bargaining power of different interest groups like patients, healthcare providers and regulatory authorities are expected to reinforce sect oral growth and scope. Smilax is a genus of about 200 species of climbing flowering medicinal plants. Smilax is a vine that bears flowers and berries with many useful therapeutically properties. It is commonly known as „Sarsaparilla.‟ Smilax is a 100 crores turnover company and is a research driven, vertically integrated pharmaceutical manufacturing company that manufactures Active Pharmaceutical Ingredients (APIs), API Intermediates and NDDSPellets for the global generics market. Smilax has incepted its journey in the world of Pharmaceuticals during the year 2005. Within three years Smilax has become a reliable supplier of its products across the globe because of its Quality of products and Customer Service. Smilax is extending its foot prints in the world of pharmaceuticals day by day.