Price sensitivity in Indian markets

Cutting prices is an imperative, should you want the mass consumer in India to respond. Global Pharma companies are going after volumes in India and that's a good way to go.

ET reports that global pharmaceutical companies are launching their medicines in India at up to one-fifth their global prices. Global majors such as Daiichi Sankyo, Merck, Pfizer and GSK are now adopting India-specific pricing to tap a wider domestic market. Japanese firm Daiichi Sankyo will soon launch its hypertension drug, Olmesartan Medoxomil, in India at about one-fifth its European price. It is in advanced talks with a few domestic pharmaceutical companies to manufacture Olmesartan Medoxomil in India so that it can keep the drug at such a low price.