The Ahmedabad-based Cadila Pharmaceuticals is venturing into OTC segment with its range of Ayurvedic formulations, through franchise channel across the country. The new OTC promotion would start with Gujarat market initially. For Gujarat, the company has pointed Onasis Healthcare Products (OHP) as marketing franchisee.

OHP is an experienced pharma marketing company with cost-effective operations, aggressive sales team, strong and loyal stockists, wide distribution network and sound financial strength. The products will carry the brand name of Cadila Pharmaceuticals, which will be marketed by OHP.

While commenting on the franchise route OTC promotion, Dr.V.Krishna Mohan, Sr. Vice President, Chemicals SBU, CPL, said that the company's current Ayurvedic product basket is the result of its extensive research and validation for about 15 years. In association with Onasis Healthcare, CPL plans to promote five of its well-researched Ayurvedic products - Tummyease Soft Gel Capsule, Fleximuv Pain Reliever Ointment, Fleximuv Oil, Antisept cream and N-T-Tus cough syrup, he said.

Tummy Ease, a Soft Gel capsule, fights stomach disorders, abdominal pain, bloating & gas/flatulence in patients. Fleximuv Pain Reliever Ointment has potent analgesic and counter- irritant effects, which not only provides quick relief but also gives a long-lasting relief in muscular pain. Fleximuv Oil is a medicated massage oil, which ensures quick relief from joint pain, stiffness of joints and related musculoskeletal disorders. It has also been clinically proven to control pain symptoms associated with osteoarthritis of the knee. Antisept is a safe polyherbal antiseptic cream, developed on the basis of the ancient text of Ayurveda "Charak Samhita" and scientific studies. Each herb in Antisept contributes in its own way for the total healing process of burns, cuts, wounds and cracked heels. N-T-Tus cough syrup is a rational combination of standardized extracts of seven time-tested Indian medicinal herbs to execute a holistic effect in the management of cough and cold, sore throat, throat irritation, and chest congestion, and has effective anti-tussive, decongestant and expectorant properties, without having central sedative action.

Dr Krishna Mohan informed that five more products developed by the Herbal Division of CPL are also now set for launch. These include an appetite stimulant, mouthwash, prickly heat powder, aphrodisiac and hair oil. "The company envisages a national network of Franchisee operations by end of 2003," he added.

CPL is an integrated healthcare solutions provider comprising Strategic Business Units: Human Branded Formulations, Generics, Hospital Disposables and Animal Health, Natural Products, Biotechnology and Oncologicals, Bulk Actives and International Business. CPL is a leader in ethical formulations with a strong R&D base, supported by state-of-the-art manufacturing facilities and a formidable marketing network. It had foreseen the emerging trend of worldwide demand for alternative medicines, over a decade ago.

The company had set up a full-fledged Phytochemistry R&D set-up in mid-eighties. CPL has invested Rs. 10 crore in R&D Phytochemistry. CPL has an experienced and dedicated team, consisting of Ayurveda consultants, Botanists, Pharmacognosists, Phytochemists, Pharmacologists, Clinicians and Formulation Scientists, engaged in the development of Ayurvedic products. CPL has a well-equipped research laboratory and a pilot plant for developing and manufacturing herbal formulations. A proper extraction process is employed to ensure complete extraction from herbs. Analytical data and quality control standards are also set up with facilities like TLC, HPTLC, UV, IR, Gas Chromatography, HPLC etc.