The Rs 35 crore Eros Pharma, a division of Micro Labs Ltd, is in the process of developing a product for mixed infection. The new drug that is an antibiotic with an anaerobic infection fighter will provide the complete basket for the company in the dental specialties segment. The launch is expected in November this year. No other details were disclosed.

Early this month, the company entered the Rs.2, 500 crore toothpaste market with 'Orodent' medicated toothpaste an ethically promoted product for bad breath and gum strengthening.

It was in 2002, Micro Labs acquired the Bangalore-based formulations company Eros Pharma, for Rs 18 crore. Eros that began operations in 1956 had been recognized as the first ISO 9001 company in the pharma segment.

Presently, Eros is one among the three companies in the country with dental drug range offering. While Warren Pharma, part of Indoco Remedies and Dr Reddy's share the first and second slot, Micro Labs ranks third in the Rs. 120 crore dental drug market in India which is growing at 19 per cent annually in the country.

According to S Narayanan, general manager, sales and marketing, Eros Pharma, the key strength of the division is its offering of six 6 products for dental sensitivity alone out of the total 18 products which also include drugs for infection control and pain management.

Out of the total one billion populations in the country nearly 28 per cent are affected with some kind of dental problem and 25 percent are due to dental sensitivity, which is highly prevalent in the northern parts of the country and eastern India because of tobacco and Gutka chewing habits. All products under Nitra flagship brand are the fastest growing in this segment, which contributes sales valued at Rs. 3 crore, stated Narayanan.

Under the extensions of Nitra, the company has also made its mark in the infection control where 'Nitra hex' and 'Nitra Met' are wonder drugs for maintaining infection free oral cavities. 'Nitra Dent' offers the trio benefit of being an anesthetic, analgesic and antiseptic. Among the other dental drugs include 'Divon' for pain management and 'Erox/Clynox' an antibiotic, stated Dr Yaseen Shariff, manager, medico marketing, Micro Labs.

All products are manufactured at its facility in the Peenya Industrial Area, Bangalore with a dedicated research and development and a Quality Control wing to provide provides clearances for the new drugs. The division also exports to 68 countries with products registered in Eastern Europe and Russia. Out of these 18 dental drugs 7 are exported and Nitra is global product. As apart of its dedication to dental specialty drugs, Eros has been engaged regularly on awareness drive with educational programmes and dental camps in association with dental experts and IDA.