Merck will relaunch global brand

To boost its consumer healthcare business in India, pharma major Merck will relaunch Seven Seas Cod Liver Oil, an iconic global brand

Till a few years ago, it was marketed and distributed by local company Universal Medicare.

The move is expected to give Merck a strong foothold in the vitamins, minerals and supplements (VMS) segment within the roughly Rs 3,000-crore-over-the-counter (OTC), market in India.

VMS is the largest segment within OTC occupying 30 per cent of the space. The balance is distributed between pain relievers, gastrointestinal problem relievers (such as antacids, indigestion tablets etc) and cough-cold products, among others.
In the last few years, the pharma and fast moving consumer goods companies have been focusing on these segments.

The OTC market, as a whole in India, is growing at 20-25 per cent, according to experts. The segment is likely to grow exponentially as lifestyles increasingly change and the need for nutrition rises.

Existing players such as Merck, GlaxoSmithKline, Himalaya, Cipla and Dabur have all been ramping up presence in the market, while allied players such as Sanofi-Aventis and Reckitt Benckiser have stepped into the space through acquisitions in the last few years.