Japanese drug major Daiichi Sankyo Company Ltd today announced another global marketing deal with its Indian subsidiary, Ranbaxy, the third in recent months.
Under the arrangement, the entire portfolio of Daiichi’s branded medicines would be marketed in Mexico by Ranbaxy Mexico S.A de C.V, the Mexican subsidiary of Ranbaxy. The subsidiary will have a new division to exclusively market Daiichi products. Daiichi has done similar marketing deals in Romania and India for select products, but this is the first time that the marketing agreement is for the entire range of Daiichi products.
Atul Sobti, CEO and MD, Ranbaxy, said the company’s local presence and understanding of the market would pave way for an efficient and immediate market entry for Daiichi Sankyo, while priming the channel for the launch of Ranbaxy speciality products in the future. Mexico is the first Latin American country where Daiichi has attempted to leverage on Ranbaxy’s strengths.
| DAIICHI LEVERAGES RANBAXY | |
| Mar 31, 2009 | Ranbaxy launches Daiichi products in India |
| Sep 1, 2009 | Ranbaxy launches Daiichi products in Romania |
| Oct 5, 2009 | Ranbaxy to launch entire range of Daiichi products in Mexico |
The annual pharmaceutical market in Mexico is about $10.4 billion and is ranked 11th largest in the world. Last month, Daiichi had announced a similar arrangement to sell its products through Ranbaxy in Romania. In Romania, Ranbaxy’s subsidiary, Terapia, was allowed to market Daiichi’s osteoporosis medicine, Evista. In March, Daiichi had introduced its hypertension drug, Olvance, in India through Ranbaxy. Ranbaxy Mexico has a strong portfolio of generics and its products are available at leading generic customers and large pharmacy chains. It has licencing arrangements with leading MNCs.