Business Daily from THE HINDU group of publications
Thursday, Sep 18, 2008
ePaper | Mobile/PDA Version | Audio
Business Daily from THE HINDU group of publications Thursday, Sep 18, 2008 ePaper | Mobile/PDA Version | Audio |
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Corporate
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Society & Development Novartis launches healthcare project for rural markets
Initially, 24 products from the Sandoz generics and consumer healthcare business unit that address tuberculosis, mother and childhood malnutrition, respiratory and gastro-intestinal problems will be sold to the rural masses. Our Bureau Mumbai, Sept. 17 Pharmaceutical company Novartis has launched the ‘Arogya Parivar’ project, which aims to reach out to the rural population by making essential medicines available to them. The target is to cover half of India’s rural population, which is estimated to be around 35 crore, in two years. Initially, 24 products from the Sandoz generics and consumer healthcare business unit that address tuberculosis, mother and childhood malnutrition, respiratory and gastro-intestinal problems will be sold to the rural masses. “We have already covered a population of 25 million in four States. We hope to cover half of the population in two years. The rest would take longer as they are in more remote areas and are scattered,” said Mr Oliver Jarry, Senior Vice-President, Strategy, Business Development & Licensing, Novartis who heads the Arogya Parivar project. Actual sales started end-2006 in three different locations in India with a limited set of products. Currently the Arogya Parivar initiative is undertaken in some parts of four States namely Maharashtra, Gujarat, Madhya Pradesh and Uttar Pradesh. The company has 57 cells through out these States, each cell covering a radius of 35 km. Arogya Parivar project aims to expand to more States and regions within these States. “We target to have 200 cells by the year end,” said Mr Jarry. “This is a social business. We have an emerging social category which needs healthcare,” said Mr Ranjit Shahani, Vice-Chairman and Managing Director, Novartis India Ltd. He said that there would be no difference in pricing of medicines in rural and urban areas. “Price points will remain the same. The idea is to give it in smaller packets,” he said. India on Novartis’ radar for prospecting bio-resources Novartis to ramp up India development centre More Stories on : Society & Development | Pharmaceuticals | Rural Marketing
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