Pfizer's blockbuster drug Viagra to treat erectile dysfunctions (ED), launched in India towards the end of year 2005 with much hype, has failed to elicit much response in the market, according to trade sources.

Pfizer has already made available the drug in all the metro cities in the country and plans to sell the drug in 30 major cities in India. However, the sales are 'almost nil', say the traders.

"Response is very poor in Mumbai. Ninety nine per cent of the retail outlets, which stocked the drug within a week of launch, are yet to get any prescription for it. The situation is same in other parts of the country according to my knowledge," said a senior drug trade source in Mumbai.

However, Pfizer said the company is satisfied with the 'progress of sales' so far and the product is moving as per the plans. "It is too early to judge the volume of sales and revenue. We launched the product only three weeks back. Viagra is a prescription drug and not a mass consumption item like potato chips, where large volume sales could happen within a few days of the launch. Now we are in the process of educating doctors on the advantages of Viagra over other similar ED brands available in the market," a Pfizer spokesperson told Pharmabiz.

However, the company declined to reveal figures related to either the sales of Viagra or the number of prescriptions generated so far. The drug is marketed through urologists, endocrinologists, venereologists and psychiatrists.

Sources pointed out Pfizer's plans to corner at least 10 per cent of the ED market in India, valued at approximately Rs 120-Rs 30 crore within a year, are unlikely to materialise, after assessing the sales progress so far. Very high price in comparison to established cheaper generic versions could be the major deterrent for the sales of Viagra. Pfizer's decision to launch Viagra in India, after seven years of introducing it in the West, with a price tag of Rs 463 per 50 mg tablet and Rs 594 per 100 mg tablet had drawn much criticism from the Indian pharma industry observers.

In comparison to Viagra prices, generic versions like Torrent's Andro is sold at Rs 27.16 per 100 mg tablet, Ranbaxy's Caverta at Rs 32, Sun Pharma's Edigra, Unichem's Erix, Cadila's Zuan and Cipla's Silagra at Rs 27 and Mankind's Manforce is priced at Rs 35. Similarly, better molecules like Tadalafil are available in the market, led by Lupin's Tada (Rs 32 for 20 mg tab) and Cipla's Tadacip (Rs 29.60 for 20 mg tab).