The Hindu Business Line : Cadila enters OTC with ayurveda

CADILA Pharmaceuticals Ltd (CPL) has entered the over-the-counter (OTC) segment for the first time with a slew of ayurvedic products. The CPL has used the franchisee route for this new foray as it has appointed Onasis Healthcare Products (OHP) to sell its new ware. The ayurvedic formulations will carry the Cadila Pharma brand name while OHP would have the marketing rights for these products in Gujarat.

"The CPL's current ayurvedic product basket is the result of the company's extensive research and validation for the past 15 years. In association with OHP, Cadila Pharma would initially promote five products - Tummyease, Fleximuv ointment, Fleximuv oil, NT-Tus cough syrup and Antisept," said Dr V Krishna Mohan, Senior Vice President, CPL.

The next batch of five products that are gearing up for launch soon include appetite stimulants, mouthwash, prickly heat powder, aphrodisiac and hair oil.

According to a company release, Tummyease, a soft gel capsule, fights stomach disorders, abdominal pain, bloating and flatulence whereas the Fleximuv ointment is an analgesic with counter-irritant features and the Fleximuv oil, a medicated massage medium targeted at joint pain, stiffness and other musculo-skeletal disorders. Just as Fleximuv oil is said to be clinically proven to address pain arising from osteoarthritis of the knee, the antiseptic cream is targeted at cuts, burns wounds and cracked heels and NT-Tus cough syrup claims to be a holistic medicine for cough, cold, sore throat and chest congestion.

CPLhad set up a full-fledged phytochemistry R&D centre in the mid-80s at an investment of Rs 10 crore.

The R&D team comprising ayurveda consultants, botanists, pharmacognosists and phytochemists have been engaged in the scientific extraction from medicinal herbs for some time.

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