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An Overview of the Energizer Market in India

Senthuran

The  products  available in India under the  product  category  of energizers  can be broadly classified according to their  medical origin  as  modern  or alternative  medicinal (ayurveda,  sidha, herbal,  etc.) products. In the Indian environment we  find  more number of players in the alternate medicinal energizers  compared to modern medicinal energizers.

The  patent of Viagra was registered in 1993. However,  according to  WTO  agreements, India  has  to  follow  patent  regulations registered  after  1995,  not before.  Therefore, Viagra  has  a product can be pirated. Around a dozen of Indian pharma companies are already  in  the race to pirate Viagra.  The  following  are leading  the race : Orchid, Cipla, Dr Reddy's,  Kopran,  Ranbaxy, Cadilla,  Uni Chem, Hetro and Torrent. Some have already started manufacturing  sildenafil  citrate  - the  active  ingredient  in Viagra  - in bulk and exporting. They are also planning in a  big way  to  launch  a  desi version of  the  wonder drug,  implying heavy-weight competition in future in the Indian market.

Further, there is an argument that Viagra is exported from  India - Viagra is a videshi version of our desi medications, which have been around for many centuries (but have never really been  hyped like  Viagra).  In fact, the advocates of  alternative  medicines

claim  another theory : that is, one important Indian  ingredient used for sexual enhancement is called "Amukkura". Viagra is from Amukkura. Therefore, via Amukkura. Thus, the name Viagra. This is an  indication  that  modern  energizers  will  fight  with desi energizers in the Indian market.

From   the  customers  point  of  view,  the  consumer  need   for energizers  in India seems to be a happy news for the players  in the industry. According to a Opinion Poll by Outlook-Sofres  MODE :  percentage of Indians who say they are willing to pay  Rs 100 for a Viagra pill to enhance their sexual performances is 53; and percentage of Indians who say they are willing to pay Rs 500  for a Viagra  pill to enhance their sexual performance  is  17.  The survey  also  revealed that 25 per cent of the  respondents  have used some performance enhancing pills in the past. (The poll  was conducted  in seven Indian cities covering 885  respondents.  All were married and are aware of Viagra.)

Marketing pharmaceuticals in India is far more difficult than one imagines. It relies less on technology and more on  understanding the  market.  The TA's perceptions count a lot, especially  in  a segment  like energizers. Because, in a country like india  where masked-sex  prevails,  even  if one wants to  purchase  any  sex related  product, making the desired consumer to come to the OTC itself calls for special efforts. This has been vindicated in the Indian marketing history with reference to related brands such as condoms and sanitary napkins.

The  above  argument  is vindicated  by  the  marketing  strategy adopted by Nirvana, a product from the table of manufacturers  of KS  condoms.  According  to JK Chemicals, "the  promise  of  more enjoyable sex is common to both the condom and Nirvana.

Further,  consumer goods are purchased by preference. But,  drugs are not purchased by preference, but on doctor's recommendations. However, in India, energizers are purchased by preference as  any other consumer goods.

In  India, of late we find several companies entering  into  food supplement  business. Though, strictly  speaking,  supplementary foods  are  not  in direct competition to energizers,  they  are positioned  in  between. Thus, these products may  eat  into  the market  share  of  energizer segment. Because,  on  a  perception level, a consumer who wants to buy an energizer may go and buy  a food  supplement product. Therefore, any marketing  efforts  with respect to any energizer product has to create a segment identity first, prior to creating a brand identity.