Sun Pharma launches Suncros in OTC segment, eyes 30% mkt share

Drug major Sun Pharmaceutical Industries today launched its sunscreen brand 'Suncros' through its Global Consumer Healthcare business vertical with a target of garnering 30 per cent market share in the next 2-3 years.
Suncros was available only in the prescription segment till now.
"Suncros has an 18 per cent market share and we are looking at a 30 per cent market share in two to three years," Sun Pharma India Business Chief Executive Officer Abhay Gandhi told reporters here.
The total sunscreen market in India is estimated to be worth Rs 380 crore, growing at 25 per cent, of which one-third is the prescription segment.

Sun Pharma entered the consumer healthcare business with the acquisition of Ranbaxy, which launched Suncros in 2005.
"When it comes to sunscreen, we had a choice between going in for Suncros and Photostable. Two things that went in favour of Suncros was that it was a decade old product while Photostable is relatively new.

"Even in terms of brand name and brand recall from consumer point of view, Suncros lends itself far better to consumer branding than Photostable would," he added.
Photostable would continue to be a prescription-only product while Suncros will be co-promoted by the prescription and consumer healthcare teams.

"Our first-time co-promoting strategy to market Suncros across both prescription and consumer channels will ensure that the brand continues to receive traction amongst its legacy customers as well as ensure addition of new consumers through the OTC business," Gandhi said.
The country's largest drugmaker said it will focus on dermatology as the fourth engine of growth for its OTC business, after dietary supplements, analgesics and anatacids.
The dermatology market in India is estimated to be around Rs 6,500-7,000 crore.
"Dermatology or cosmoceuticals is going to be a prime area of focus for us...It (dermatology) is relatively smaller part of our business now but clearly the fastest growing segment as we go ahead.

"It's a segment which is catching up and in the last few years if you see, in the overall pharmaceutical market, it is one of the fastest growing segments," he said.