Zydus Cadila Healthcare Ltd's Penegra (sildenafil citrate), the largest selling erectile dysfunction drug in the country, has shown a growth of 205.19 per cent as per the moving annual turnover figures for March 2002, market researchers say.

This is 82.54 per cent more than the second largest selling product, Caverta, from Ranbaxy Laboratories Ltd which has registered a growth of 122.65 per cent.

Turnoverwise Penegra, at Rs 11.48 crore, maintains a huge lead of Rs 4.14 crores over Caverta at Rs 7.34 crores.

The North of India is a key market for Penegra with the brand doing well in

Punjab, Haryana and Delhi.

Speaking to www.pharmabiz.com, senior vice-president (marketing) Madhav Kulkarni said, "Yes, we have been growing at a faster pace as compared to Caverta. This year we hope to capture around 30% of the market growing at the rate of 12-13%. The market, as you know, is at a very nascent stage and there is a tremendous growth potential. As per the early indications and the excellent response that the brand has received so far, we might even outperform our growth projections by the end of the year."

Zydus Cadila has been working closely with psychiatrists, urologists, endocrinologists, diabetologists, dermatologists and venereologists to create an awareness regarding erectile dysfunction.

In fact, this formed an important part of even Zydus Cadila's pre-launch strategy. Adds Kulkarni, "Erectile dysfunction in India has to be battled on several fronts. Given the sensitive nature of the disorder and social compulsions patients in India are reluctant to disclose their problem. This coupled with lack of information on erectile dysfunction further complicates the problem. Our effort has been to bring the issue to the fore by assisting the doctors with patient awareness programmes. The crux of our marketing efforts has been to drive home the twin advantages of affordability and access of medication to treat Erectile dysfunction. Penegra's success can be attributed to three factors - good branding, ethical promotion and enthusiastic support from the field force. "

According to market researchers, the Indian erectile dysfunction market is worth Rs 39.48 crores and includes Ayurvedic preparations apart from sildenafil citrate. The inventor of sildenafil citrate, Pfizer Inc, is not selling its product in India as, sources say, the Indian generic brand prices are too competitive for the MNC to come in.

Cipla Ltd, one of India's biggest generic brand producers, has three products in the segment- Silagra (which is facing litigation from Pfizer along with Penegra, Edegra of Sun Pharmaceuticals Industries Ltd, Kamagra of Ajanta Pharmaceuticals Ltd), Progra and Suhagra, the last being just four months old.

Industry sources say the market is expected to grow further and more entrants can be expected. This trend is expected to continue till Eli Lilly comes into India in 2004 with Cialis which is claimed to be superior to Viagra, the largest selling, original sildenafil citrate product of Pfizer Inc, US. Reports say Cialis and Vardenafil, a Bayer invention, act in the same way as Viagra, by blocking the enzyme phosphodiesterase-5, or PDE-5, and relaxing smooth muscle cells in the penis which results in increased blood flow to it. So far the competition has been one sided with only one molecule sildenafil citrate ranged against some traditional rejuvenators.

The third largest selling brand is Torrent Pharmaceuticals' Androz. It has a sales of Rs 3.1 crores and a growth of minus 17.56 per cent.

The fourth largest selling brand is Cipla's Silagra at a turnover of Rs 2.92 crores and a growth of 107.89 per cent, the fifth highest growth in the segment.

The fifth largest selling product is Cadila Pharmaceuticals Ltd's Juan at Rs 2.48 crores and a growth of 113.11 per cent, the fourth highest growth in the segment.

Sun's Edegra comes sixth with a sales of Rs 2.43 crores and a growth of 28.34 per cent while Manforce, a Mankind product, launched just eight months ago stands seventh with a turnover of Rs 2.41 crores.

Alembic Ltd's Alsigra takes the eighth slot with a turnover of Rs 1.47 crore and a growth of 333.53 per cent, the highest in the segment.

Erix of Unichem Ltd has the ninth largest turnover of Rs 1.44 crores and a growth of 61.17 per cent.

The tenth place goes to an Ayruvedic combination- Vigomax - of Charak Pharma with a turnover of Rs 98 lakhs.

The other products in the segment are Rezum of Dr Reddy's Laboratories Ltd, Kamagra of Ajanta Pharmaceuticals Ltd, Viraha of Micro Labs, Pefomax of Emcure, Ulti-mate of Orchid Healthcare and 1-2-3 of Aglowmed. The Ayurvedic ED combinations are Fortege of Alarsin, Addyzoa of Charka Pharma and the over five year old product Himcolin of Himalaya Drug Company. There are around 21 products in the segment.