Elder Pharma sets up division to tap rural markets
Elder Pharmaceuticals has earmarked a Rs 40-crore investment for a rural thrust and set up a dedicated division called 'Elvista' to spread its network to villages, towns, sub-urban/periphery markets.
By PTI |
MUMBAI: Elder Pharmaceuticals has earmarked a Rs 40-crore investment for a rural thrust and set up a dedicated division called 'Elvista' to spread its network to villages, towns, sub-urban/periphery markets and hinterland districts.
The initial targets are Class II-IV towns and rural markets with a dedicated sales force of 240, a company press release issued here said.
"We plan to increase Elvista's marketing strength to about 750 by personnel by 2012," Elder Pharma's Director, Alok Saxena, said.
Elvista is targeting therapeutic categories which have greater relevance in rural areas and are preferred by doctors like anti-peptic ulcerants, anti-malarials, anti-infectives, quinolones and cough preparations, among others, the release said.
The division has been launched with 16 brands including Eldervit injection and a few niche brands like Mucodyne, Mucobron, Protocream and Venex.
Elvista has already penetrated the rural markets of Uttar Pradesh, Maharashtra, Andhra and Bihar and soon will enter the south, the release said.
The initial targets are Class II-IV towns and rural markets with a dedicated sales force of 240, a company press release issued here said.
"We plan to increase Elvista's marketing strength to about 750 by personnel by 2012," Elder Pharma's Director, Alok Saxena, said.
Elvista is targeting therapeutic categories which have greater relevance in rural areas and are preferred by doctors like anti-peptic ulcerants, anti-malarials, anti-infectives, quinolones and cough preparations, among others, the release said.
The division has been launched with 16 brands including Eldervit injection and a few niche brands like Mucodyne, Mucobron, Protocream and Venex.
Elvista has already penetrated the rural markets of Uttar Pradesh, Maharashtra, Andhra and Bihar and soon will enter the south, the release said.
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