From Zinetac to Calpol, top 10 drugs drive India revenue for big firms

Experts expect change in strategy for a focus on high-margin products, rather than multiple brand launches

A few thousand brand launches happen in the Rs 1.2-trillion domestic pharmaceuticals industry every year. Almost all major drugmakers market a few hundred brands in the country.
 
However, a deeper look shows the bulk of domestic revenue for these firms come from only the top 10 brands.
 
Going forward, experts feel, companies are likely to enhance their focus on the top grossing ones. In fact, the number of new brand launches has been declining —  from 4,516 in 2016 to 3,932 in 2017 (source: AIOCD AWACS). In 2018, a little over 3,000 brands are estimated to have been