The Rs 100 crore British Biologicals has entered into a business partnership with Finland's Raisio Group to offer high quality cholesterol reducing product in India.

According to the agreement, British Biologicals will have an exclusive right to market the world's leading cholesterol reducing nutraceutical in India for the first time. In fact, this it is a maiden launch in the entire Asian region.

Disclosing this agreement, V S Reddy, managing director, British Biologicals said that the pact augurs well not just for both the companies but also to people who can now have access to the world's leading cholesterol reducing nutraceutical.

In line with this philosophy of reaching global population, Reddy disclosed that British Biologicals is in the process of finalising couple of more agreements in Europe and Russia. Efforts are on to market British Biologicals products in the US as well quite soon. As such its products are already available in more than 20 countries.

The two-decade-old British Biologicals is one of the largest manufacturers of disease-specific nutritional supplements covering paediatric, diabetic, asthmatic, pregnancy and lactation, menopause, gynaecological, cardio vascular, hepatitis, etc. 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 market size through ethical route, presently, is estimated to be around Rs. 500 crore and we have over 22 per cent share and is growing at 30 per cent, informed V. Sridhar, executive director, British Biologicals.

The company promotes all products via prescription route. It also supports continuous medical education (CME) programmes and organizes camps for diabetes detection, menopause clinic, mother and child care.