Roche inks marketing pact with Elder

Swiss-based pharma multinational Roche Scientific has finalised a marketing agreement with Elder Pharmaceuticals to sell its new post-menopausal osteoporosis drug, Bonviva, in the country.

With this, Elder Pharma will have exclusive right to introduce and market this once in a month tablet researched and developed by Roche in the Indian market.

The Ibandronate tablet, priced above Rs 1 lakh in India, is one of the latest introductions by Roche in the bisphophonate segment.

The drug is patented by Roche in the international market and is currently marketed by GSK in the regulated markets.Roche's move to launch this product in India comes in the wake of the rising incidence of osteoporosis among Indians.

It is commonly seen in woman over 50 years of age who are in the post menopausal life stage.

However, it is also been reported that a significant number of men are also suffering from this disease. In India, the total market for osteoporosis treatment is estimated at Rs 500 to Rs 600 crore.

It is estimated that nearly 30 million Indians are affected by osteoporosis. Currently, there are also a range of generic drugs available in India marketed by domestic companies, including Sun Pharma.

Launched in 2005 in the US and Europe, Bonviva is reportedly an effective and more convenient treatment with improved compliance for sustained bone strengthening benefits.