Vadodara-based Alembic Ltd has kicked off a restructuring exercise for its business model. The company has identified six therapeutic segments and has decided to float five strategic business units (SBUs). It is also looking at co-marketing alliances for many of its products.

“The restructuring is being done keeping in view the demands of the post-patent regime that requires all pharmaceutical companies to review their business models,” a senior official the company said. “The new structure will consist of five strategic business units namely pharma, specialty, franchisee, generics and OTC (over-the-counter),” he said.

The six therapeutic segments identified by the company are antibacterials/ antibiotics, women’s health, pain management, cough and cold preparations, anti-diabetic and cardiovascular.

As part of the restructuring exercise, the company has also decided to create Mumbai as the new hub for the marketing operations and it will be operating its specialty and OTC divisions from this newly-created hub.

The company has also decided to divide its sales force across the SBUs. “So far, the brands belonging to various therapeutic segments were being promoted by a single field force which will now be divided across business units,” the official said.

The pharma SBU will have a field force of 650 and will focus on antibacterials, antibiotics, pain management and women’s health. “We are targetting a sale of around Rs 350 crore for this unit,” the official said. The unit will consist of products like Althrocin, Roxid, Azithral and Protinules. The specialty SBU, with a 150-strong field force, is targetting a turnover of around Rs 25 crore. This unit will consist of the anti-diabetes and cardiovascular drugs as well as Forminal and Zocam.

The franchisee division will have 250-odd franchisee field staff and a sales target of Rs 50 crore. Drugs like Ciprowin, Sharkoferol, Omezol, Hemega and Pepzol will fall under this SBU.

While the target for the OTC segment is Rs 25 crore, the company is hoping that the generics division will accrue close to Rs 60 crore. The OTC segment will consist of Glycodin, Ginsoma and Acnesin.