The Mumbai based Elder Pharmaceuticals has launched a new product, Phytomega, a unique combination of Omega-3 fatty acids and Phytosterols in the domestic market. It will help to reduce heart disease risks. Phytomega has been licensed to Elder by an Israeli company Enzymotec, which specializes in developing nutritional products for chronic disorders. It has been proven to reduce lipid levels in the body. The 10 tablets pack is costing Rs 87 and it is available all over India.

Clinical trials have documented the efficacy of Phytomega in reducing LDL as well as triglycerides (two types of lipids) as compared to statins (products used to lower lipids) which reduce either one of them. Since derived from natural sources, the product is devoid of side effects that would be associated with statins.

Speaking to the Pharmabiz, Alok Saxena, director, Elder Pharmaceuticals said, "Our new product Phytomega effectively helps to reduce the lipid levels in the body as well as triglycerides. Since the product has been derived from natural resources, it is devoid of any possible side effects. Our main objective would be to position the product in this market with an emphasis on total lipid management. We feel that there is tremendous scope for this product in India and would endeavour to ensure its cost effectiveness among its counterparts".

Phytomega would be promoted to all the leading physicians, cardiologists and general practitioners across the country. The total market size for this product is around Rs 500 crore, of which the primary market of Omega-3 fatty acids is worth Rs 100 crore. The major players in this segment are Wockhardt, Nicholas Piramal and GSK.

Dr Harold E Lobovitz, Professor, New York University who was recently in India to speak to all leading physicians, cardiologists and general practitioners across the country about the benefits of the product said, "Today cardiovascular diseases or coronary heart disease (CAD), are the most common cause of morbidity and mortality in the developed nations and a similar situation is also seen in India. Many factors contribute to heart disease, some of which include age, gender, family history, hypertension, and diabetes; hyperlipidaemia (high lipid levels) figures prominently as a risk factor. Over 70 per cent of patients who have premature coronary heart disease (CHD) have lipid disorders. We feel that lowering lipid levels in the body is an important strategy in primary and secondary prevention of these diseases"

Talking about the product expectations, Saxena, said, "We expect to fill up the gap in the hyperlipidaemic therapy where many patients experience side effects due to the existing statin products but have to continue for want of a safer yet effective option. Also due to its unique combination, Phytomega will offer a total lipid management as against the existing therapies, which work against either triglycerides or LDL. Consequent to these benefits, we are confident of a successful introduction for this product in the Indian market".