British Biologicals, market leaders in the nutraceutical segment, has invested Rs 16 crore (US$ 4 million) to set-up its global headquarters in Bangalore. The global headquarters will be a single point of contact for enhanced operational efficiency. The funds are raised through internal accruals.

The initiative is to help synergise its current and future global operations. This is line with the company's new global strategy to garner organic and inorganic growth. The strategy is to go for acquisitions, tie-ups and brand buying in the overseas market. The recent marketing tie-up was with Finland's Raisio Group, according to V S Reddy, managing director, British Biologicals.

The global headquarters will not only serve British Biologicals its affiliated company, British Nutrition. However, British Biologicals will continue to be the flagship company and British Nutrition will draw resources to optimize operations. The new global headquarters will see an increase in the employee strength.

According to V Sridhar, executive director, the share of global revenue increasing, the company intends to invest more in operations elsewhere. Presently, overseas revenues account for about 15 per cent of the annual total sales of Rs 120 crore. The company is expecting substantial jump in its revenues with increased overseas activity. In fact, the tie-up in Russia will soon go live, adding to the company's revenues.

The headquarters is a state-of-the art paperless office. Importantly, it will be an energy-efficient office, with the company giving importance to conservation of scarce resources.

The two decade old company which is known for its range of medical nutritional supplements for general health, pregnancy phase, kids, diabetics and cholesterol control, besides sports nutrition. These include B Protein P Pro, Kids Pro to name a few. In February, the company introduced ColRed, an ethically promoted nutritional supplement for cholesterol control.

Nutritional supplements available in the country 20 years ago were prohibitively priced and unpalatable in taste. Patients had to put up with the poor taste after paying a high price. The nutritional supplement range by British Biologicals is positioned as brand of high quality with affordable pricing and effective. All the products are prescription driven. The range of nutritional supplements in powder form allowed the company to achieve a leadership in the Rs. 400 crore nutraceutical supplement market.

The company in India is associated with the Institute of Food Technologists, USA, Leatherhead Food RA, UK; American Diabetic Association and the American Heart Foundation.

The company is also known for its active participation in the Continuous Medical Education (CME) programmes through seminars and conferences. It is also engaged in organising diabetes detection camps, menopause clinic, mother & child care programmes.