With the launch of an umbrella brand Dr.Morepen, under the marketing arm Dr.Morepen Ltd, the New Delhi based Morepen Laboratories has made the foray into the Rs 4,500-crore over the counter (OTC) segment which has been presently dominated by Dabur, Reckit Benkiser, Smithkline Beecham Pharma and Paras Pharmaceuticals. The brand is aimed at people with demanding lifestyles and short of time. Initially the company has launched six products, under Dr Morepen umbrella, in antacid (Dab Fizz), laxative (Sat Isabgol), digestive (Gol Goli), energy supplements (C-Sip), low calories sugar (Sugar Ex) and throat lozenge (2 Kool) segments.

In the long term, the company plans to have presence in Nutraceuticals and Fast Moving Health Foods (FMHG). Dr.Morepen is positioned on the philosophy of health in your hands. The consumers can also get weekly health tips, virtual aerobics, information open every day health etc from www.drmorepen.com.

The company is aiming to achieve sales of Rs 100 crore in the next three years in the OTC segment. The company has so far invested Rs 2 crore in the project and further investment of Rs 3 crore are on card.

According to the spokesperson of the company, it is open to the idea of marketing other companies' product, including those of MNCs. In the initial period, the company is planning to focus on the urban markets of northern and western India before introducing the products all over the country by September. Apart from the FMHG category, the new thrust areas of Morepen Labs will be specialized drugs in cardiology, diabetes and pregnancy.