| Lupin Pharmaceutical Inc.(LPI), is the Company’s US subsidiary. In a short span of four years, Lupin label has been firmly established in the minds of
pediatricians and pharmacists through its Brand and Generic business, respectively. Lupin’s entry as a finished dosage player in the US in 2003 was initiated with the launch of Cefuroxime Axetil. The Company set the ball rolling with the introduction of its first brand Suprax in 2004, and its generic business gained momentum in 2005. Today, Lupin commands a business of about US$200 mn in the US.
The Company’s growth has been recognized by IMS Health, which listed Lupin as the 3rd fastest growing company by prescriptions for the year 2007. Recently, the Company received the ‘Best New Manufacturer of the Year Award’ from AmeriSourceBergen and Cardinal Health Award for ‘Quality Supplier of the Year’.
A wide spectrum of products, vertical integration, perceptive marketing strategies and attractive prices have enabled the Company to develop a formidable presence in the world’s largest pharmaceutical market.
Generics Business
The Company has built a strong foothold in the Branded market and is an emerging market leader in the generic space over the past 3-4 years in the US.
Intellectual Property (IP) based products, coupled with sound marketing, backed by world class manufacturing and research capabilities, have helped the Company emerge as a strong generic player in the US.
For the year 2007, Lupin was ranked as the 3rd fastest growing Company in the US, in terms of prescriptions as per IMS Health, and Lupin’s Lisinopril was rated as the fastest growing product, in terms of prescriptions, having garnered leading market share position in the field of 10 competitors.
The Company has a product basket of 15 generic formulations in the market and it ranks in the top 3 in 10 of the 15 products. Lupin’s prescription growth and penetration has been faster and deeper than any other large domestic player.
The key factors contributing to the success of the Company’s generic strategy in the US are:
- Wide Product Portfolio
- IP Based Products
- Strong Vertical Integration
- Quality of the Products
- Sound Marketing Strategy
Branded Business
The Company’s foray in the US market, with the launch of Suprax as a brand for the paediatrics segment, was an outcome of innovative marketing strategy, which was unlike most other generic players.
Driven by a blend of experience, deep market understanding and effective management of its 50-strong sales team to enhance productivity. Suprax has evolved to become a US $40
mn plus brand, over the last four years. During 2007-08, Suprax continued to chart strong growth, recording a prescription growth of 55%.The Company, so far, participates only in 26% of the national market, leaving ample scope to further enhance the penetration of Suprax.
In order to extend the brand franchise, the Company launched Suprax Double Strength Suspension. The product has proved to be a success as evident from the rising prescriptions which reflect a healthy trend towards Double Strength products.
The Company is constantly engaged in product development following the success of Suprax and focusing on strengthening its portfolio with more value added, differentiated products.
For more information log on to www.lupinpharmaceuticals.com
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