Over-the-counter route to accelerate sales growth for domestic pharma firms

Relaunching older prescription drugs in the OTC space allows companies to overcome sluggish prescription growth and also extend life of mature brands

Domestic pharmaceutical companies are now focusing on the over-the-counter (OTC) segment to accelerate sales growth.

They are relaunching older prescription brands in the space or taking an inorganic route to beat the slowdown in sales. The industry’s domestic pharmaceutical sales dipped to 5.5 per cent in 2017 — the lowest growth rate in eight years. 

On Monday, Lupin announced its foray in the segment and relaunched laxative Softovac in the OTC space.  Lupin is targeting Rs3 billion in sales from the segment over the next five years.

“The OTC business is a strategic move for Lupin, and the management recognises gestation period for