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C.R. Sukumar

Hyderabad , Jan. 10

BUOYED by the success of its cough syrup brand, Glycodin, of late, the Baroda-based Rs 613-crore Alembic Ltd has chalked out an aggressive plan to expand into the over-the-counter (OTC) segment in the next two-three years.

The Alembic Head, Consumer Healthcare Division, Mr Geogi E. Zachariah, told Business Line that the company proposes to add three-four product categories in the OTC segment in phases.

Having firmed up its entry into the sugar substitute market, with the product launch scheduled for this month-end, the company is currently evaluating plans to enter the gastroenterology and pain management categories, Mr Zachariah said.

Acknowledging that the Rs 60-crore Indian sugar substitute market currently has the presence of well-established brands such as Equal, Sugar Free and Sweetex, he said Alembic was targeting a market of 10-15 per cent in the first full year of operations.

According Mr Zachariah, the critical factor differentiating Alembic's brand from others would be the sucralose ingredient, instead of aspartame and saccharine, the two lead molecules forming the sugar substitutes currently available in the domestic market.

The sugar substitute, which the company plans to unveil shortly, is made from a new generation off-patent molecule, which is 600 times sweeter than sugar, he said.

As against the existing brands that were focussing on diabetic patients, Alembic plans to target the young and healthy people in the age group of 30-40 years, who prefer to stay fit but do not find enough time for exercise, he said.

Alembic expects to record a four-time growth in turnover of Consumer Healthcare Division in the next three to four years from the current level of Rs 15 crore, which is exclusively being contributed by Glycodin, Mr Zachariah said.

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