In a major effort to market herbal drugs in the Middle East markets, Bal Vedics, which is the herbal arm of the Bal Pharma Ltd, bagged the permission to export Ashwamedh capsule in the Middle East.

In a communiqué from Drugs Control department, Ministry of Health, United Arab Emirates stated that Bal Vedics drug, Ashwamedh, for male dysfunction has been permitted to be prescribed in the region.

The company had earlier submitted an exhaustive ab report along with the artwork of the label storage temperature specifications to the Ministry of Health. Now the company has received the permission to send its consignment to the Middle East.

There is a huge market for herbal drugs in the Middle East. Bal Vedics, which has a range of 15 products, had been marketing abroad under nutraceuticals segment. The permission to enter the ethical route will now see the product gain a foothold in the region, stated Archana Dubey Mitra, associated vice president, Bal Vedics.

The company also exports to Bangladesh and is seeking registration in many more countries. The acceptance of registration in the UAE region could allow the company to be able to look at more markets, stated Mitra.

So long the company was focusing only in the Indian market to increase its presence and it has been able to provide most of the herbal drugs via the prescription route. With the international markets showing a positive response to many of the plant-based herbal formulations, saw Bal Vedics's interests to capitalize the opportunity. Concerted efforts were made to submit dossiers to gain international approval.

In tune with its global market strategy, Bal Pharma has been approved by MCC, South Africa and now the clearance from UAE will give it the much-needed exposure to market in the global arena.

The ayurveda drugs are well-known in the Middle East region. The country also has a stringent regulatory process for herbal drug approval. To get a consent from the region requires clearances in product contents and certification of high quality standards. From Karnataka, the only other company in the herbal market space in the region is The Himalaya Drug Company.

Going by the lifestyle related disorders and aging problems in the region, the company is looking at products for cholesterol and arthritis control after Ashwamed enters the Middle East market, said Mitra.

The success of the product is determined by the efficacy and the safety parameters of the drug. The official approval from the regulatory authorities will now give a head start for marketing in other global markets.

Middle East markets have several challenges for companies in the herbal space. One of the main hurdles is the lack of qualified ayurveda doctors there. A prevailing practice in the region is to get the approval of the drug by the allopathic doctors and then they will prescribe the herbal formulation.