Piramal Enterprises Limited has entered into an exclusive sales and distribution partnership with Merisant India Private limited for its artificial table-top sweetener, Equal.

The India-specific deal enables Merisant to tap into Piramal Enterprises distribution network, besides allowing the company’s consumer product division to expand its portfolio in the self-care segment.

Kedar Rajadnye, President and Chief Operating Officer with Piramal’s consumer products division said that the product would be backed by its 1000-plus fieldforce.

“It brings a brand of international repute to our self-care portfolio. We aim to increase Equal’s reach across the target markets to four times from its current levels within the first year,” a note from the company said, without giving details.

In the last six months, this division had acquired Caladryl from Valeant Pharmaceuticals International Inc. Caladryl and Equal fit into Piramal Enterprises’ over-the-counter business, the company said.

The company’s consumer products division has one of India’s largest field forces in the industry, a company note said, covering 485-odd towns with a population of over 100,000. This gives access to 231,000 retail outlets including all pharmacy and cosmetic outlets in these cities.

(This article was published on April 8, 2014)
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