Sante Mernaud Pharmaceuticals Pvt. Ltd., the derma cosmeceutical major, is now gearing up to offer its products in the over-the-counter (OTC) segment. In this connection, the company is investing Rs 1.75 crore to set up a nationwide stores known as SMART (Sante Mernaud Aesthetic Retail Trade) which is scheduled to open by June end.

The derma cosmeceutical major is in discussions with multiple partners in the pharmacy trade sector. The first one is expected to come up at Kolkata. Plans are underway to have 100 stores across the country by the end of next fiscal. The stores will display its bouquet of 22 products which include management of psoriasis, eczema, hyper-pigmentation, photo ageing and acne. The products are manufactured by Merck Medication Familiale, France, which is a subsidiary of Merck KGA, Germany.

The two-year-old company intends to create an awareness about aesthetic dermatology which is nascent in the country. There will be a range of in-shop activities, kiosks and boutiques as part of its promotional activities.

Sante Mernaud has three brands: 'Iklen' a biopeel for hyper-pigmentation and photo-ageing, 'Exfoliac' for acne and 'Saint Gervais' for eczema and psoriasis. In the OTC range it has expanded its offering under the Exfoliac brand to provide foaming gel, sun-block, facial scrub, acne management products to name a few.

The ethically promoted products have been doing well and we are hopeful to corner Rs 20 crore revenues by March 2009 from the ethically promoted business. However, there is a still a need to enter the OTC space, because it is a potential growth area within the market, Shiva P Hiremath, CEO and managing director, Sante Mernaud Pharmaceuticals told Pharmabiz.

Current dermatology market in India is valued at Rs 1,300 crore and growing at 12-14 per cent. Key players are Micro Labs, Dr Reddy's Sun Pharma, Nicholas Piramal, USV Ltd and Ajantha Pharma. The biggest advantage is that Sante Mernaud has conducted global multi-centric trials which includes India and therefore there is full proof on the product efficacy and safety. It is also backed by a 300 year-old legacy in the cosmetic segment in France, stated Hiremath.

The leading players in the premium aesthetic cosmetology market are Vichy Laboratories, part of the L'Oreal Group and Uriage, the skin care and fragrance major from France, which will cosmetic with Sante Mernaud in the OTC segment.

The company will also look at prompting its products to Bangladesh, Sri Lanka and Nepal. For these expansions company has increased its personnel strength from the current 50 to 60 and will augment it to 80 by the end of March 2009.