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Nithya Subramanian

New Delhi , March 18

IN the post-patent era, the U.K. Modi Group-promoted Win-Medicare is planning to use the in-licensing route to grow its business. As part of this strategy, the company will launch products of the Denmark-based Leo Pharma and Bionorica of Germany in India.

Speaking to Business Line, Mr Surjit S. Aurora, Vice-President (Marketing) and Sales, Win-Medicare, said: "Our strategy is to tie up with international companies who have a few very strong products, but are unable to tap the Indian market on their own. Hence, the association with Merz Pharmaceuticals of Germany or Orion Pharma of Finland."

Elaborating on the association with Leo Pharma, Mr Aurora said, "We will be launching two products - Daivonex and Daivobet, used to treat psoriasis (a chronic skin disease) very shortly."

He added that a large number of patients in India suffer from the disorder and most of them are on steroids, which are known to have adverse side effects on prolonged usage.

"The value of steroids used for treating psoriasis is about Rs 75 crore and that is the initial potential for these products."

Win-Medicare is trying to leverage Leo Pharma's leadership position in prescription drugs for psoriasis and other dermatological conditions.

Internationally, Daivonex has a 400-million-euro market. The company is in talks for products in the critical care segment.

Similarly, the Modi group company has also signed up with Bionorica for phyto-pharmaceuticals (products made out of plant extracts).

While several Indian companies sell herbal products, the critical ingredients used as contents for the company's medicine are standardised, Mr Aurora said.

The Bionorica range includes products for treatment of respiratory tract problems, gynaecological disorders, and medications for pain treatment.

The company achieved a turnover of Rs 115 crore for the year 2004 and is hoping to increase it to Rs 140 crore this year.

Some of the company's hot-selling products are the Betadine range of antiseptics, gel version of hormone replacement therapy, and the emergency contraceptive pill.

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Win-Medicare set to market Leo Pharma, Bionorica drugs

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