Derma cosmeceutical major Sante Mernaud Pharmaceuticals Pvt. Ltd. has entered into marketing alliance with Noreva Pharma, France to bring in an economical range of products into India. This has led the company to increase its basket in the area of skin disorders which focusing on paediatrics among others.

The company has been known to collaborate with global derma majors to introduce products for skin wellness, cosmetic dermatology, aesthetic skincare & professional beauty.

Under the alliance with Noreva, efforts are on to expand its range of products from 40 to 70 by June. The company which started operations in October 2007, has been known so long for its ethically promoted premium range of products prescribed by dermatologists, skincare specialists and plastic surgeons.

“Going by the current lifestyle conditions, there is a spurt in the number of the dermatology disorders like psoriasis, hyper pigmentation, eczema and acne affecting all strata of the population. We have collaborated with Noreva only to ensure faster reach into the market with a range of affordable products,” Shiva P Hiremath, chief executive officer, Sante Mernaud Pharmacuticals told Pharmabiz.

By June this year, we are expected to launch another 30 products, taking the current number from 40 to 70, he added.

As part of its organic growth plans, it is working to invest in a production plant not only to produce its own range but also attract contract manufacture orders from multinational companies. “There is a huge cost advantage if products are made and shipped out of India for the international majors,” he said.

With an increasing number of paediatric skin diseases on the rise along with ageing skin conditions like crow’s feet, wrinkles and under eye dark circles, Sante Mernaud is now focusing on these areas as its next growth opportunity. With all its products having undergone under extensive clinical trials on multi racial skins, there is adequate data on the treatment response which can encourage dermatologists to confidently prescribe, said Hiremath.

From India, efforts will be on to address the needs of South Asia region in addition to Myanmar and Vietnam. The company will also increase its field force from the present 60 to 100 personnel.

In 2008, the company had launched the Sante Mernaud Aesthetic Retail Trade (SMART) boutiques which is a shop-in shop chain concept that displays the entire range at leading outlets and dermatology clinics. Currently, there are 25 SMART boutiques across four metros in the country. Plans are on to take it to 200 by fiscal 2011.

Almost 75 per cent of Sante Mernaud products are therapeutics and the remaining comprise the beauty care range. Among its well known products are 'Iklen' a biopeel for hyper-pigmentation and photo-ageing, 'Exfoliac' for acne, Tioa for deep pigmentation and Sensidiane eye contours.

Indian market for dermatology care is valued at Rs 7,300 crore registering a 14 percent growth. There are plenty of opportunities for growth as skin diseases are on the rise and there is also a growing importance for beauty care prevalent in all age-groups. From acne to pigmentation and whitening there is an awareness on the options in the market. This is where Sante Mernaud will capitalize on its brand identity, said Hiremath.