Bharat Serums to market B Braun’s products in India – Cover Story – Express Pharma Pulse

Bharat Serums to market B Braun’s products in India
Ananth Iyer – Mumbai

Mumbai-based Bharat Serums and Vaccines (BSV) has entered into a three-year marketing agreement with Germany-based medical products company B Braun to market the latter’s range of selected IV solutions in India, except the seven north eastern states. The two companies have also signed a MoU to set up a network of approximately 50 dialysis centres in India.

Bharat Serums will kick-start the alliance with the introduction of Gelofusine in April, 2002. Gelofusine is a plasma volume expander used in all types of hypovolaemia. Nilesh Ganjwala, finance director, BSV Group of Companies told Express Pharma Pulse, “The launch of Gelofusine will be followed by 3-4 more products this year. These would include Braun’s oncology range (cancer supplements) and high value lipids,” he revealed.

The products will be promoted through the Bharat Serum’s Plasma Pharma division. The division has field strength of 225 representatives. B Braun will, however, continue to co-market the products at select institutions in the country as per the understanding.

Gelufusine is a Rs 3-crore brand. Bharat Serum is expecting to clock over Rs 5.5 crore sales from Braun’s product range in the first year of operations, Ganjwala added.

Further, the two companies have also agreed to set up a nationwide network of 50 specialised dialysis centers in the next couple of years. The first such center is expected to come up in Mumbai within the next three months, Ganjwala informed.

As per the MoU, BSV will manage the marketing and operations of dialysis centers, while B Braun will provide equipments and maintenance for the same. The two companies are also exploring the possibility of setting up a joint venture company to spearhead the dialysis business.

B Braun is a USD 2 billion company specialising in medical devices, pharmacy, IV solutions, nutritionals, wound care, among others. It has its presence in over 50 countries. B Braun India is a wholly owned subsidiary of B Braun Malaysia, which, in turn, is a 100 per cent subsidiary of B Braun Melsugen, Germany. Bharat Serum is a Rs 300 crore plus privately held company. This is the second such marketing alliance of Bharat Serum with a multinational company. In 1996, Bharat Serum was instrumental in launching Pharmacia’s range of products in India.