The Mumbai-based Shreya Life Sciences Pvt Ltd is rolling out its marketing launch activities for Generex Oral-lyn, the non-injectable buccal insulin, from the Canada-based Generex Biotechnology Corporation in India. Generex Oral-lyn is the proprietary oral insulin spray product from Generex Oral-lyn, the first non-injectable buccal insulin approved in India.
The Canadian firm announced that the Shreya LifeSciences, its marketing and distribution licensee in India, will launch marketing campaign with presentations about Generex Oral-lyn to key opinion leaders and endocrinologists in India at closed-door meetings in Mumbai as the first step. Generex Biotechnology Corporation, the leader in drug delivery for metabolic diseases through the inner lining of the mouth, received importation, commercial marketing and sales approval in India for its flagship product, Generex Oral-lyn, in November 2007.
The presentations will focus on all drug handling matters concerning Generex Oral-lyn for type 1, type 2, and IGT (Impaired Glucose Tolerance) populations. Generex Oral-lyn is a prandial (mealtime) insulin and provides safe and effective glucose control for up to 2 hours after each meal, as a pain-free alternative to insulin injections.
The presentations involve Generex's medical and marketing teams including Dr Jaime Davidson, medical director, Dr Gerald Bernstein, vice president of medical affairs and Bill Abajian, vice president-global business development.
"We are very excited about the launch activities taking place in India by Shreya," said Anna Gluskin, president and chief executive officer, Generex Biotechnology Corporation. "This demonstrates Shreya's commitment to entering this major jurisdiction with the proper educational tools for its marketing purposes and for training amongst physicians who will be the front runners in educating patients living with diabetes. We look forward to having both teams work closely to facilitate a successful product launch in India and to follow up with continuous educational programmes throughout the course of the year".
With a number of approximately 40.8 million diagnosed patients with diabetes (according to the Diabetes Atlas 2007) and an estimated 35.9 million people who have pre-diabetic conditions in India, the company expects a good market in the country. Generex believes that early intervention with insulin therapy could delay the onset and progression of diabetes and its numerous complications, explains a company release.
Shreya Life Sciences is the fifth largest distributor of insulin in the Indian insulin market and ranked 38th in Indian Pharma Market as per CMARC market research. Shreya has interests in both pharmaceutical and biopharmaceutical products in key therapeutic segments including cardiology, neuropathy, and diabetes.