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Ambar Singh Roy

Will focus on institutional and retail segments

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Kolkata Feb. 27 Prophylactics major Polar Pharma India Ltd has expanded its footprint to the US and Europe.

The company, which has its presence in 20 countries across South East Asia, West Asia, Latin America and Africa, has set up a company in the US. Named Polar Llc, the US outfit is located in Richmond, Virginia. In Europe, too, the company has established its marketing presence with the appointment of a key functionary based in Germany.

According to Mr Krishan Gupta, CEO of Polar Pharma, the company has registered itself as a supplier of prophylactics with procurement agencies in these new geographies. Necessary formalities and registrations required for the European market have been completed even as an approval from the US Food and Drug Administration is expected within the next two months. An agent based in Turkey has been appointed for sales in other parts of Europe.

Mr Gupta told Business Line that Polar Pharma would address the institutional and retail segments in the US and Europe. Till recently, the company had been largely dependent on tender exports. Now, however, the idea is to supplement institutional sales with an aggressive sales pitch at the retail level as well. "Tender sales give us topline growth while a push at the retail level will give us the bottomline growth, in addition to enhanced brand visibility," he said, adding that in the Indian market, the company had launched its retail initiative six months ago.

Polar Pharma's marketing strategy in the US and Europe would veer round positioning products that are not available there.

"We will position our brands Adam and Moments in these markets," Mr Gupta said, adding that pricing of the products in different markets would be a major determinant of market share.

Packaging and the graphics on the cartons would be different keeping in tune with the tastes of customers in different markets. A Turkish firm has been engaged for innovative designing and packaging for different markets.

Polar Pharma has its prophylactics manufacturing plant in Balasore, Orissa. Set up in 1991, the plant is equipped to manufacture 730 million pieces of prophylactics per annum.

While at present the company has two prophylactics brands - Adam and Moments - it will soon launch `Dhoom' for the mass market.

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