Benadryl, Listerine change hands

Pfizer Ltd, the Indian arm of the world's largest pharmaceutical company Pfizer Inc, is selling four consumer health brands that are household names in India "" Listerine, Benadryl, Caladryl and Benylin "" to Johnson & Johnson Ltd for Rs 214.85 crore, as part of J&J's acquisition of Pfizer's global consumer health business in June 2006.

Pfizer India said all other brands and the consumer health team will continue to be an integral part of Pfizer in India.

Pfizer India's consumer health division contributes 15 to 20 per cent of its total turnover, which was about Rs 700 crore last year. Of this, the four brands contribute almost half the turnover of the consumer health division, said industry analysts.

"We believe that there is tremendous potential in our brands and business strategies will be put in place to maximise the opportunities and drive growth in the consumer health business," said Kewal Handa, managing director, Pfizer India.

Pfizer India has about 20 products under its consumer health division, mostly personal healthcare and over-the-counter (OTC) drugs.

Pfizer India's Gelusil in the antacid market, Benadryl in the OTC cough market and Listerine in the mouthwash category are market leaders in their respective segments.

Both Benadryl and Gelusil also figure among the top 300 brands in India, said industry sources.