Fierce competition among new drug brands for share of India market

The competitive intensity is high between brands, at a time when volume growth in the domestic pharma market is on a slow lane

Pharma companies have been introducing new products at a healthy pace in the domestic drug market, but the return on investment is a challenge across therapy areas (disease groups), shows a recent analysis by market research firm Pharmarack AWACS.

On an average, companies spent around 30-40 per cent of a brand’s targeted annual sales to promote a new brand, said Sheetal Sapale, vice president, commercial, Pharmarack AWACS. For legacy brands, this spend came down to around 10-12 per cent of the annual targeted sales of the brand.

However, Sapale pointed out that out of 54,355 brands captured in the