National

Saheli oral contraceptive sales go online

Our Bureau Thiruvananthapuram | Updated on March 11, 2013




Saheli, claimed to be world’s first non-steroidal oral contraceptive pill and the country’s safest bet for reversible contraception, is now just a click away.

Manufacturer HLL Lifecare, a mini-ratna public sector undertaking, launched the contraceptive across various e-commerce portals on international women’s day.

ASSURED FREEDOM

“It marks the freedom of women,” said M. Ayyappan, chairman and managing director, HLL. “They can make the rightful choice to safe and reversible contraception from the comforts of homes or workplaces.”

Saheli will now be available on portals such as Indiatimes, Homeshop18, Healthshoppe, Indiaplaza, Ebay, Healthkart, Healthgenie, and Cilory, to name a few, he added.

Originally developed by Central Drugs Research Institute as the first indigenous molecule (centchroman), the pill was commercialised by HLL in 1991.

It is the only non-steroidal pill with no side effects as ormeloxifene is the active ingredient, Ayyappan said.

‘SAFEST MODE’

It is regarded as the most convenient and safest mode of contraception with a dosage of one pill a week. The brand has an all-India market share of six per cent and has been growing at the rate of 10.4per cent. “Saheli celebrates the freedom of married women who can choose to space pregnancies and ensure the best for their children. It saves young women from the agony of unsafe abortions,” Ayyappan said.

Major Sahel markets include Haryana (market share of 36 per cent); Uttar Pradesh (23per cent); Punjab (27.6 per cent); Delhi (19.4 per cent); and Rajasthan (16.9 per cent).

MARKET SHARE

In the States of Uttar Pradesh, Delhi, Punjab, Haryana and Rajasthan, Saheli is the second largest brand in terms of volume after Mala-D.

HLL proposes to target fresh customers using the Internet. It quoted latest statistics which estimated that 40 per cent of the 112 million Internet users are working and non-working women above 25 years of age.

vinson.kurian@thehindu.co.in

Published on March 11, 2013

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