New Delhi based Ranbaxy Laboratories Limited (Ranbaxy) has strengthened its over the counter (OTC) product portfolio by adding three new herbal brands - Olesan Oil for cold, Olesan cough syrup for adults and children and Eat Ease (appetite enhancer) for children in the domestic market. The herbal brands would come under the umbrella of "New Age Herbals", with a separate logo to highlight its “herbal identity” from among other OTC products that are introduced by the Ranbaxy Global Consumer Healthcare (RGCH) Division of the company.

While Eat Ease has been introduced for the first time in Indian market, Olesan was part of the prescription medicines of the company before it decided to re-launch the product as an OTC drug to capitalize on the business potential of its “herbal” content. Ranbaxy marked its foray into domestic OTC segment last year with four brands.

Addressing the media during the launch function, Atul Malhotra, head, RGCH and regional director, Asia Pacific and Middle East informed that the “New Age Herbals brings with it the difference of highly standardized products, ensuring optimum dose delivery with minimum number of herbal ingredients.” He claimed that the company has succeeded in ensuring batch-to-batch consistency in the quality of the products that is normally very difficult to adhere to. “Our scientists ensures quality of the product at every stage of production. Right from the raw material to the finished product, quality checks are carried out,” he explained.

According to Dr Brian Tempest, joint managing director & CEO (designate), Ranbaxy, the launch of RGCH New Age Herbals is in tune with the vision of the company - "from being well to well being."

The company plans to unleash advertisement campaigns through mass media to promote Olesan brands, Eat Ease would be mainly promoted by making use of its strong doctor equity. “RGCH will continue to look forward for support from the medical fraternity and would leverage this advantage to provide high quality, safe and efficacious herbal solutions to consumers,” Malhotra said.

Ranbaxy has entered the herbal segment after carefully assessing the global consumer trends and market potential. The company plans to launch OTC products in at least 6 therapeutic areas during the current year.