Polar Pharma to tap pan-India mart with Adam

Anil Agarwal family-controlled Polar Pharma India Ltd is looking at a pan India retail contraceptive market with its "Adam" brand.

It has already applied for US FDA approval for marketing contraceptives in the United States through a wholly owned subsidiary called Polar LLC.

The company was so far only engaged in domestic and overseas bulk supplies. This is for the first time it is entering into branded retail segment.

Besides, the company is planning to diversify into the sanitary napkins segment with a different brand. The CEO of PPIL, Krishan Gupta informed that the company would roll out Adam nationally over the next three months.

"We have already done test marketing in north India. Now we are looking for an all India launch. The product will be available in Kolkata in another two weeks. The initial response is positive," he said.

According to Gupta, after retail branding, PPIL, was planning to diversify.

"We shall launch sanitary napkins soon. Initially, we are planning to outsource the material. But later on if it is successful then we may go for our own production facility," he added.

Elaborating on the business strategy, Gupta added that it was planning to improve the profitability of the company through better branding.

"The bulk business will give us the topline but retail branding initiative will give us the margin," he added.

Gupta said in the bulk segment PPIL currently had close to Rs 183 crore worth of orders from the central government and the government of Kenya.

"This fiscal we are expecting to sell Rs 20 crore through tender in the next six moths. Last year we had Rs 30 crore from tenders," he said.

According to the CEO of PPIL, it was hoping to post a Rs 100 crore turnover soon. The company currently has a turnover of Rs 50 crore.