Elder bags Eli Lilly antibiotic brand rights

Elder Pharmaceuticals today announced the acquisition of an injectable antibiotic brand, Tobraneg, from the US-based drug maker Eli Lilly.

The company has acquired the brand ownership only for India, Sri Lanka and Nepal. An original research product of Elli Lilly, the brand will be launched in the last week of January in the domestic market.

Alok Saxena, irector (international), Elder Pharmaceuticals, said in a release: "Tobraneg fits well in our portfolio as it offers a basket of anti-bacterials. Through an aggressive marketing strategy, we intend to quickly realise the true potential of brand. We are targeting major growth in the years to come and are exploring organic as well as inorganic growth avenues to achieve our target."

The company, with a 400-strong field force plans to double Tobraneg's turnover in 2005-06. Eli Lilly has a dedicated 180-strong field force for the brand which had touched a peak sale of Rs 5 crore last year.

It enjoys a strong brand equity, especially among surgeons, gynaecologists, orthopedicians and consulting physicians.

Tobraneg is mainly prescribed as an add-on with cephalosporins in severe infections and surgical procedures. Tobramycin, the injectable antibiotic belonging to aminoglycoside class, is prescribed for additional gram-negative bacterial cover and helps in reducing the chances of infections.

Tobraneg competes primarily with other aminoglycoside molecules such as Amikacin and Gentamicin, with total segment turnover of Rs 110 crore and unit wise sales of more than 8 crore vials per annum.