Intas Biopharmaceuticals Limited has launched bortezomib injection, under the brand name Borviz, in the Indian market. The new drug offers effective treatment for 'multiple myeloma', the second-most common cancer of plasma cell (blood).

As part of company's sales strategy to provide cost-effective novel therapies & oncology drugs, the company has launched new sales division Bridge to strengthen its new brands of drugs and focus on specific therapeutic areas. With growing product portfolio, new sales division will now focus on drugs that cater to non small cell lung cancer (NSCLC) and multiple myeloma.

According to Simon Daniel, chief executive (marketing), Intas Biopharmaceuticals, the addition of Borviz to its product basket reiterates our commitment of focus on introducing novel drugs in domestic market and creating a sales force dedicated to oncology therapies. As of now, new sales division Bridge will have two products, namely Pemmet and Borviz. Since both the drugs are indicated in the first line treatment of NSCLC and multiple myeloma, we have a dedicated sales force in place for Bridge division to work in territories of other sales divisions across India.

Bortezomib is experiencing robust growth in Indian market at 25 per cent CAGR and predicted to grow at the same rate in the coming three years. Out of 20000 new cases, approximately 20 per cent (4000) patients receive treatment. With upwards of 3.5 million cases as estimated prevalence in India and with one million plus new cases diagnosed every year, the scourge of cancer is a tremendous disease burden. Multiple myeloma is the second most prevalent blood cancer. Although the peak age of onset of multiple myeloma is 65 to 70 years of age, recent statistics indicate both increasing incidence and earlier age of onset.

From an industry perspective, domestic oncology market is $225 million, and is expected to reach $850 million by 2012, growing with a CAGR of nearly 30 per cent. Advent and introduction of new treatments, an increasing number of patients on chemotherapy and evidence that more people are gaining access to modern targeted therapies will contribute to industry sales of cancer drugs growing at a compound rate of 12 to 15 per cent. The cancer drug portfolio of Intas Biopharmaceuticals Limited, catering to Solid Tumours, Haematology and Supportive Therapies, are very well accepted by the medical fraternity including oncologists and haematologists.

Bortezomib is the only proteasome inhibitor approved to treat patients with multiple myeloma. Multiple myeloma, a type of blood cancer, affects bone marrow (inner part of the bone). Special cells called plasma cells are produced in the bone marrow that helps one to fight diseases. Plasma cells of patients with multiple myeloma become cancerous and damage the bone tissue.

"This drug has unique mechanism of action, through which maximum control on cancer cells can be easily achieved. The boron atom in bortezomib binds to the site of the 26S proteasome with high affinity and high specificity. Proteasome inhibition may prevent degradation of pro-apoptotic factors, permitting activation of programmed cell death (apoptosis) in neoplastic cells dependent upon suppression of pro-apoptotic pathways," said Dr Chirag Teli, medical advisor, Intas.

Even with all available medicines this disease remains incurable. One-third out of all patients with, this new molecule, Bortezomib, showed no detectable signs known as a complete response and these complete clinical responses have been obtained in patients with otherwise refractory or rapidly advancing disease. Also, relative to other treatment options for patients with advanced disease, side effects due to bortezomib are mild, he added.