Pfizer's Viagra sales touch Rs 1.5 cr

Since its launch in December, the blue pill is giving tough competition to rivals.

Pfizer's Viagra - the international brand of sildenafil citrate - has managed to capture 1.8 per cent market share of the Rs 80 crore erectile disfunction market within two months of its launch in India.

Since its launch in December, it has recorded sales worth Rs 1.5 crore. Interestingly, at Rs 594 a tablet, Viagra is 20 times expensive than the generic versions available in the country. It was launched in India four years after its global launch.

When the 15-odd local manufacturers launched the generic version of sildenafil citrate tablets five years ago they had to struggle to achieve a critical mass.

"Local companies, including Ranbaxy, Cadila Healthcare, Cipla and Torrent, had launched their products with high expectations but did not find it easy to get a critical share in the local market," pharma analysts say.

Cadila Healthcare, the market leader till early 2005, managed to grab about 14 per cent of the market over five years.

Man Pharma, which leads the market currently, enjoys around 15 per cent.

Other 13 players share about 42 per cent of the market as there is a huge gray market for the original Viagara. KG Ananthakrishnan, senior director - pharmaceuticals, Pfizer, attributed the success to the value the company brought to the table, with its research and knowledge on erectile dysfunction.

"The company had set a target of capturing 10 per cent market in two years. Given the initial response, we will definitely surpass this number. We also plan to enhance our target," he said.

Pfizer is currently promoting Viagra among doctors in the country's top 30 cities. The product is mainly available with chemists located close to these doctors.

The initial sales for Viagra are higher in top tier cities such as Mumbai, New Delhi, Bangalore and Chennai.

Ananthakrishnan said since the Viagra launch, the company has tracked prescriptions from more than 750 doctors.