With a view to sensitise the world about the importance of the Indian Pharma industry and to propel its growth through exports, the commerce ministry recently gave approval to Pharmaceutical Export Promotion Council of India (Pharmexcil), to organise 'India show' during the CPhI Worldwide event in Spain. This is the first time that the commerce ministry has given its approval to conduct India show for a pharma centric event under its Market Access Initiatives (MAI) scheme, as usually it is reserved only for conducting multi product exhibitions.

Under this show, which will be a part of the 'brand India' initiative of  Pharmexcil, which was launched during CphI Japan in March 2012, the Council will be organising exhibitions to showcase and market the full potential of the Indian pharma industry at this world forum. Indian Brand Equity Fund (IBEF), another body set up by the commerce ministry will be co-ordinating and assisting the Council to do the branding of the Indian pharma industry.

IBEF is an expert agency set up by the government under the commerce ministry to handle the branding of important event and sectors at the international level.

Dr P V Appaji, director general (DG), Pharmexcil informed, “We are very happy with this strategic development as it shows the increasing recognition of the Indian pharma sector by the government due to the increasing business coming from its exports and its growing importance at the international market. To continue this momentum and to ensure further growth, the council is in the process of finalising several new initiatives that will help in making this India show a successful story globally.”

To leave an everlasting and greater impact of the Indian pharma industry on the international clients, Pharmexcil will also be organising an international buyer seller meet for the first time within a trade fair to specify the strengths of the Indian industry. The Council will also play an active role in arranging and organising business seminars at the event to attract and retain the interest of the foreign clients by highlighting benefits of doing business with the Indian companies. They also plan to provide a unique platform to the Indian companies by giving them an opportunity to give presentation of their products to the interested foreign clients.

Dr Appaji informed that the ministry has allocated and set aside substantial fund for sponsoring this event, which is estimated to be very high, considering the efforts that the government is putting in for marketing and sensitising the full potential of the Indian pharma industry to the world. He further stressed that the Council is soon planning to initiate a dialogue with all the stake holders so that they can get their suggestions and views as well on creating and leaving a stronger impact at the 'India show'.