Amrutanjan plans foray in Europe, US

Pharma firm Amrutanjan today said it is planning to enter the European and the US markets shortly and is also embarking on a massive nation-wide campaign to strengthen its leadership position in the country.

"We are planning to tap the European and US markets and are working on it," company's Managing Director Sambhu Prasad said.

Besides, it is launching a nation-wide five month campaign -- 'Be Ready' to strengthen its position. "The company would adopt 360 degree approach for marketing and distribution. We are positive about sustaining our leadership position," company's Head-Sales K N Srikanta told reporters here.

"The five month campaign, starting November 17, will be carried through various media, including TV, radio, web and through point of sales in malls and also in rural areas. The company proposes to spend around Rs six crore for this," he said.

It owns 65 per cent of the market share, with Tamil Nadu contributing 35 per cent followed by Andhra Pradesh of 24 per cent.

Last year, it had sold 10.2 lakh units of the yellow-balm range of products and hoped to increase it to 12.5 lakh, Prasad said.

The Indian pain balm market was about Rs 600 crore, Prasad said, adding that the company hoped to grow seven to eight per cent year-on-year basis.

The company has already been exporting its products to the Gulf countries and to the African markets.

"On an average Rs two crore worth of business is done on the exports segment," he said.