Not what the doctor ordered

MARKETING: It's easy enough getting a prescription, but branded homeopathic medicines aren't likely to be available close to home

You want Crategeus ox for your heart, an over the counter homeopathic medicine that's easily available at homeopathy stores. Trouble is, these are few and far between, and it takes more than just an effort to procure your daily dosage from the neighbourhood chemist.

So why is it that when people are looking for alternative therapies, that the availability and visibility of branded homeopathic medicines "consumed by 17 per cent of India's population" according to Suraj Puri, director, Baksons Homeopathy, should be so low?

Especially since industry experts agree that the industry is pegged at Rs 700 crore, saw a 15 per cent growth last year, and is expected to grow at 18 per cent this year.

The main distribution hindrance, it seems, is "the obsolete Drugs and Cosmetics Act of India (1940), which requires a government approved expert to dispense homeopathic medicines," says Bob Rasler, director, Schwabe India, which claims to be the second largest homeopathy selling brand in India.

Rajneesh Chandan, general manager, sales, SBL "" the largest selling homeopathic brand in India with a turnover of Rs 50 crore last year and aiming for Rs 60 crore this year "" says, "Ninety-nine per cent homeopathic drugs are safe enough to be dispensed over the counter like allopathic drugs."

But only a minuscule variety of homeopathic drugs (about three dozen medicines) have been allowed to be dispensed from regular chemist shops under schedule K of the Drugs and Cosmetics Act.

And even then, the permitted range is limited to the 30th potency in 8 gm pack and pill forms, which isn't what homeopathic medicine manufacturers want.

"The non-availability of homeopathic medicines is a disservice to the industry," says Chandon. "But if OTC at chemist shops is allowed for homeopathy," points out Nitin Gupta, director, Reckweg India, claiming to have 95 per cent share of the German homeopathic medicine market in India, "allopathic chemists without any experience would not be able to justify the usage of homeopathic products."

Distribution strategies too differ. Companies like SBL, Baksons and Reckweg prefer dealers to network with retail outlets and doctors. Schwabe India, on the other hand, is directly in touch with doctors and so pays among the lowest margins to dealers.

As a result, Schwabe's product availability suffers at the retail end.

"We want to change the system slowly," explains Rasler, "by creating a pull for Schwabe medicines through doctors and medical representatives rather than applying the push strategy through retail outlets adopted by other companies."

Whatever the strategy, for now buyers will have to swallow the bitter pill that distribution isn't likely to make your homeopathic medicine easily available any time soon.

Cest la vie.