Pharma industry is an important industry in India. However, the healthcare which is an important issue across the world, does not get due attention in the public domain. Many good drugs are still not available in the interiors of India. Many new products are not available in many retail counters due to AIOCD activity. Marketing of pharma products in India is becoming difficult due to regulations by the government, pressure from the consumers and demand of different associations.
High cost of raw material
China has dominated the supply of Indian raw materials market. After strangulation of the Indian bulk drug manufacturing units, Chinese raw materials are not available at a price at which it used to be. This rise in cost will lead to escalation in the prices of many drugs which are available in the market.
Changing behaviour of docs
Today doctors are expecting moon from the pharma industry. Enquiries from the travel agency reveals that pharma industry has become a big market for them as many doctors are going abroad for a study holiday sponsored by the pharma industry. The ethical norms have fallen down. Many marketeers in pharma industry are learning all traits of pharma executive and doctors have also changed their personality and today they are also demanding not only information more than expected norms of ethical marketing. It still has impact on small scale industry but will be included in near future, if the current trend continues. US and European countries have taken corrective measures in passing the legislation wherein industry has been restrained from patronizing doctors to such an extent which crosses the ethical barrier. Medical profession is a noble profession. Due to high cost of medical education, there is substantial fall in the ethical standards of the doctors.
Apathy of the govt
The government is not bothered on the healthcare of the patient. Since the size of the industry is small, the govt has not bothered to give due attention which it should get. There is no encouragement to the industry to do research and bring quality product in India. AIOCD trying to strangulate pharma industry on which they survive. A very strange phenomenon has happened and the govt is blindfolded on this aspect. This has resulted in a sheer loot in the branded generic market, where the chemist earn 200-300% margin compared to MRP. Why not central govt follows Haryana govt policy in implementing the branded generic system marketing across India?
Continued dominance of AIOCD
AIOCD has entered into agreement with IDMA and OPPI on new drug introduction and trade margin. But in Maharashtra it is not implemented. Other states are regularly following the agreement has back on their words. IDMA and OPPI are not able to implement the discipline, which were there in the past. It is very sad to observe that a cow which gives milk to so many people is unable to defend herself. Will association members wake up and take a hard decision united which will be better for them as well as for the society. Trading mentality does not help in the long term.
Changing faces of MR
Today the association of MRs has realized that OPPI & IDMA are dormant. Therefore, they have started executing their rights and have stopped working beyond 5'o clock in almost all states. It has never happened during last 50 years. Today MRs have become more militant and demanding. There is unity among the industry personnel to tackle such situation. We did not get good representative and majority of them are attracted to IT section.
The impediments of five above mentioned fronts will have detrimental effect on the growth of pharma industry. It is high time that industry personnel should have liking for the progress to sit together and work for the solution. If the same trend continues, Indian pharma industry will be up for sale. Who should be blamed?
(The author is marketing consultant and emeritus prof - SIMSR, University of Mumbai)