Ipca Laboratories has launched Etova, a new generation drug considered to be safer than other drugs used for pain management.Etova, in the class of drug called Etodolac, is a preferential Cox-II inhibitor, and is a safe and effective pain relieving agent. It is also an USFDA approved drug, a company release said.Pain management is a growing area of activity with increased incidences of dental pain, arthritis pain, lower back pain, injuries, and post-surgical pain. Conventional pain-killers have been found wanting in treating pain due to their high rate of gastric side effects. Coxibs, or non-steroidal anti-inflammatory drugs, were launched to overcome these side effects of conventional pain killers, but Coxibs themselves are in decline worldwide as they are associated with a high degree of cardiovascular side effects.