The Mumbai-based Ajanta Pharma has launched a specialty division for diabetes and cardiology. The company has already selected a basket of 11 products, which will be promoted as key brands in the segments. The company has invested about Rs 13 crore in the last two years alone for setting up the division, said Arvind Agarwal, chief financial officer, Ajanta Pharma Ltd.

Atorvastatin, nifedipine, atenolol, amlodipine, lisinopril, propranolol, captopril are some of the generic chemicals, based on which the company's cardio vascular range will be strengthened.

In this ambitious drive, Ajanta Pharma so far has recruited 100 field personnel in promoting the products. "Since the division will be niche and the products will be prescribed by specialists, the field personnel promoting the product would also be specialists, different from the local medical representative," Agarwal said.

With this new recruitment, the total number of the company's employees will go up to 700, of which 500 will be the general medical representatives, and 100 being sales representatives for its over the counter (OTC) products. By the launch of this SBU, Ajanta Pharma will compete with the likes of Sun Pharma, Torrent, and Cadila Healthcare in the 1,400 crore diabetes and CVS market.

The division will purely eye the domestic market. "The division will focus purely on tapping the domestic market with no intention on tapping the overseas market," saidAgarwal.

About 50 per cent of the company's total turnover comes from domestic sales. Anti infectives, pain management, cough and cold and neutraceuticals have been Ajanta's traditional stronghold. It has a significant hold in the over the counter (OTC) range of products. Livo Plus, Thirty Plus, Stamina, Apcosule, Apdyl-H, and Figurin are some of its major OTC brands.The focus on branded products both in domestic and international market has resulted in consistent growth in sales and profits during the last four quarters. For the year ended 31 March 2002, the two main business focus of domestic prescription drugs and direct exports have seen a growth of 85 per cent and 21 per cent, respectively, over the previous year.