Sun Pharma launches Pepmelt, enters into ayurvedic segment

Mumbai:Sun Pharma has stepped into the world of Ayurvedic medications with the launch of its new mouth melting pill Pepmelt . This digestive antacid pitch by Sun Pharma brings the company onto popular gastro medicine shelves; the others being Eno (GSK Consumer Healthcare), Digene (Abbott India), Pudin Hara (Dabur) and Gelusil (Pfizer). After acquiring Ranbaxy, Pepmelt is the first unique contribution being made by Sun Pharma to Healthcare.

According to TOI valued at Rs. 1,000 crore , with a growth rate of 21%, the antacid category takes on an important place in the company's consumer healthcare business. The acquisition of Ranbaxy by Sun Pharma has also brought along 'Revital' and 'Volini' in the supplement and painkiller category of medicines to the drug maker.

'Pepmelt' is the third antacid from Sun Pharma, the other two being water dissolving 'Pepfiz', an effervescent Tablet and 'Pepfiz' antacid, an effervescent powder. Antacids give relief from acidity and reduce symptoms of heartburn.

Sun Pharma MD, Dilip Shanghvi says, "Our consumer healthcare or OTC business is a result of the acquisition of Ranbaxy. The business is a high-margin, high-growth business, and we want to use this as a base to create a global OTC business. We are giving lot of internal focus and importance on growing the business."

A significant part of the Rs 1,180-crore antacid market is controlled by ayurvedic or herbal products, according to experts in the industry. While powder-based products (which includes water-dissolving powder and mouth-melt granule formats) contribute 50% of the antacid market revenues. They are also the fastest-growing format. Evolving lifestyles and work patterns where consumers are continuously on the move and multi-tasking, quick-relief powder solutions like these are acquiring consumer preference.