BioVitamins Private Limited, a leading nutraceuticals player in the State has chalked out a rural marketing strategy for its range of products. The decision comes in the wake of its performance in north Karnataka at Bagalkot, Raichur and Bellary where the company's sales performance has shown an increase by around 15 per cent in the last one year.

The northern districts of Karnataka are an untapped market. It would be a target for the future in BioVitamins' plans going by the increase in sales from Rs. 1.5 lakh to 1.7 lakh in 2003 from the region. The main reason for a surge in sales is the awareness for nutraceuticals which resulted in an increase in prescription support by medical practitioners in the region. There are a plethora of opportunities in north Karnataka more than the districts in south, east and west parts of the States which needs to be harnessed, YN Kumara Swamy Raju, managing director, BioVitamins Private Limited told Pharmabiz.com All products which include Bio Vit for general health, Bio Vit Junior for paediatrics and Bio Vit-D for diabetics are marketed via the ethical route.

In July, the company is expected to launch a novel nutraceutical for control of cartilage deterioration.

In 2000, the company forayed into the manufacture of soft gel carbonyl iron sold under the brand name 'Santy' and is recognized as the lone manufacturer of the product in Karnataka. It has now grabbed a share of 3 per cent out of the total 10 percent soft gel total haematinic market. "The soft gel carbonyl iron product holds immense potential because of better patient acceptance," he stated. The product is targeted for iron deficiency anemia which is found to be very common among pregnant women.

In September 2004, the company will come out with carbonyl iron syrup.

The other products of the company are Calday a calcium supplement and Bio Multi an oxidant.

The 5-year old company with a turnover of Rs.3.5 crore is registering an annual growth of 80 per cent. The company's marketing network covers Karnataka through 30 medical representatives. It has operations in Goa, Andhra Pradesh and Kerala. By the year-end efforts will be on to enter Tamil Nadu. There are also efforts to enter the Malaysian market, stated Kumara Swamy Raju.