Pharma brands: Old is gold

New Delhi, 27 June: At a time when pharmaceutical companies are investing billions of dollars to develop new and path-breaking medicines, it is the old and heritage brands that continue to dominate the market. Sales in 2011 show that the average age of the top 10 pharma brands is 19.3 years, and some of them are as old as 25 years. For instance, Novartis’ painkiller Voveran, which was launched in 1986, ranks third, whereas Ranbaxy’s much popular health supplement Revital and Himalaya’s Liv-52, both 22-years old, rank sixth and 10th respectively. According to a study conducted by IDFC Securities on pharmaceutical brands, out of the top-100 brands, 93 are pre-2005 vintage. Among the top 300 brands, it’s as many as 260. While most of these brands are painkillers, vitamins and cough syrups, even drugs to treat diabetes and those treating gynaecology problems figure among the vintage brands. Read More

Business Standard