Dr Reddy's launches pigmentation drug

Dr Reddy's head of India sales division Alok Sonig launches the drug in Hyderabad on Thursday

Dr Reddy’s Laboratories today announced the launch of Melgain lotion, a patented drug approved for treatment of vitiligo. The company has in-licensed the drug from Hyderabad-based Issar Pharmaceuticals, which had developed and introduced this peptide-based drug in the Indian market in 2004.

Though Melgain was the only proven remedy available for treating Vitiligo patches, the drug somehow did not become popular on account of limited marketing efforts made by the developer of the product, according to Alok Sonig, head of India sales division of Dr Reddy’s.

The company claims Melgain leads to re-pigmentation in 80 per cent to 90 per cent of the patients as compared with 60 per cent of patients who respond to other treatment such as corticosteroids and photo therapy.

As 3-5 per cent of the population suffers from Vitiligo, Dr Reddy’s would create awareness about the efficacy of the drug among skin specialists and thereby increase its market presence, Sonig said.

Dermatology products  contribute less than 10 per cent to its  revenues, according to Sonig. He, however, said Dr Reddy’s planned to come out with more products, some in the lifestyle segment , with a target to become one of the top 5 companies in skin care area.