Mumbai, June 7: Several smaller pharmaceutical brands, including three prescription drugs from the Hyderabad-based Pfimex Pharmaceuticals, are understood to be on the block. The prescription drugs range from cough expectorants to appetite stimulants, though sources say that the `brand mela' has yet to catch the fancy of big-time buyers.Sources said that key Pfimex brands on sale include Dynacal, a calcium preparation, Magnadime, an appetite stimulant, and Wintrel, a salbutamol-based cough expectorant, though no official confirmation from the company was available.Though Dynacal and Magnadime are relatively small brands in terms of turnover, the markets in which they compete are growing at 28.4 per cent and 26 per cent each. The cyproheptadine-lysine-based appetite stimulant is estimated to be worth Rs 104.82 crore, while that of Dynacal is pegged at Rs 31.6 crore. The Rs 421-crore cough preparation market is growing at 14.3 per cent a year.Pfimex had recently disposed of its vitamin supplement brand,Becelac, to the Rs 332-crore Dr Reddy's Laboratories. Becelac features as a supportive therapy in the gastro-intestinal area in Dr Reddy's portfolio. The brand registered a turnover of Rs 1.95 crore in the second quarter of 1997-98.Other brands on the block, sources say, include dicylomine-cum-paracetamol brand, Metacol, from Continental Pharma, besides two amoxycillin-based combinations from a Mumbai-based firm. The latter, sources say, could be interesting buys for those with adequate marketing muscle, given that the turnover levels of both brands (in the range of Rs 2-3 crore) offer adequate scope for growth. Analysts, however, were unsure of the interest these brands will generate, and added that the lukewarm response to smaller brands of multinational Knoll (like Mylol, Saccharin and Cherana) was an indication of the appetite for such products."Larger pharmaceutical companies are looking at brands that can straightaway add to their market share and sales. Besides, multinationals will also examinethe patents aspect before buying such brands. "Such firms would rather invest in the development of their own smaller brands than thrust new ones on their sales force " an analyst said. The pharmaceutical industry has, in the past few years, seen mega brands like Crocin, Coldarin, Burnol and LactoCalamine change hands, though the sale of paracetamol brand Crocin by Duphar Interfran to SmithKline Beecham for over Rs 40 crore is still the largest deal.
