Summary
After pioneering and mastering the Generic business Indian pharma are experimenting with Branded patented products. They have grown and want to explore beyond the pond. At a time when global MNCs are entering or focusing on Generics in a big way, this move against the tide can either be a Hit / flop!!!
Analysis
Branded play in US is typically a marketing $$ intensive activity.
Lupin will require a sustained effort; 1st to wash off an image of a Generic low cost player and 2nd to create an image of innovator and a pioneer.
Its a uphill task and everything will depend and execution.
This author consults with leading institutions through GLG
Analyses are solely the work of the authors and have not been edited or endorsed by GLG.
