Cadila eyes 20% sales from pain solutions unit

Ahmedabad-based Zydus Cadila Healthcare expects the pain management division to contribute 15-20 per cent of its total revenue in the next two years from 10 per cent at present.

The company launched Nucoxia, a pain relieving molecule. It is the second generation drug among Cox II inhibitors, preferred for its selective action.

The onset of action of Nucoxia is as quick as 23 minutes and lasts for as long as 24 hours, which means only one tablet is required in a day.

Zydus Cadila is engaged in the anti hypertensives, anti infectives, anti ulcerants and pain management segments at present. "The etoricoxib market "" Nucoxia is an etoricoxib "" in India is pegged at Rs 50 crore.

We are targeting an at least 15 per cent share of this market in the first year. Nucoxia will be a Rs 7.50 crore brand in the first year of sales," claimed Ashok Bhatia, senior vice-president, Zydus Cadila.

Bhatia added that the company is working on research and development to prepare an injectible form of the molecule.

"At present, about ten per cent of our revenues is from pain relievers. We intend to launch a slew of molecules in this segment, with the aim to double this share," he said.

The pain management market in the country stands at Rs 1060 crore and is growing at about five per cent per year. Although Zydus has the fourth largest share in the pain relieving segment, it accounts for just five per cent of the market.

Bhatia said conventional pain killers (NSAIDS) are potent, but have side effects like gastric trouble, constipation and are also addictive. On the other hand, coxibs are not as potent as conventional analgesics. "The gap between potent medicines and safe medicines have to be bridged and we are aiming for this," the senior vice president said.

The Nucoxia molecule was patented by Merck in 1996, but the company had not patented the molecule in India. Officials said they did not foresee Merck seeking a patent for the molecule in India.

The other companies who are marketing this molecule in India are Glenmark and Hetro Drugs.

Speaking of the efficacy of the drug, Ravindra Mittal, medical advisor and head, regulatory affairs, Zydus Cadila, said the drug has a three times more selectivity for the COX2 enzyme (the suppression of which leads to pain management).

In humans, the two COX enzymes are responsible for the sensation of pain. Suppression of COX1 enzymes causes side effects, while COX2 suppression reduces pain.