Lupin Limited - India's Leading Pharma Company

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Case Details:

Case Code : BSTR191
Case Length : 12 Pages
Pages Period : 1998-2005
Organization : Lupin Laboratories
Pub Date : 2006
Teaching Note :Not Available
Countries : India
Themes : Growth Strategy
Industry : Pharma and Biotech

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Going Global

From the beginning, Lupin saw great potential for itself in the export markets. After establishing itself as a major bulk drug exporter, Lupin set its sights on the global generics market.

The global generics market proved to be a major challenge. Not only was Lupin foraying into unknown territory, but also had to deal with the uncertainties of fluctuating currencies, regulatory issues, patent litigation, unstable political scenarios in some countries and pricing pressures on the generic segment.

Lupin had two dedicated divisions - AAMLA (Asia, Africa, Middle East and Latin America) and the team for CIS to understand global markets and develop entry strategies. These divisions also identified potential alliance partners within these countries. These divisions identified the US, Europe, CIS (Russia, Belarus, Uzbekistan, Azerbaijan, and Kazakhstan) as the major markets...

The Road Ahead

In recent years, Lupin entered new therapeutic markets to sustain increasing competition. In 2004, Lupin established its Herbal division, a lucrative business.

The domestic herbal market in 2004 was worth Rs. 40 billion with only a few players including Himalaya, Dabur and Baidyanath . The global herbal market was also flourishing. It was valued at over $60 billion with over 50% of the total market in the European Union. Increasing awareness among people and the desire to move towards natural medicines was expected to grow the market further. By 2005, Lupin had launched ten herbal products in various therapeutic segments. Lupin was slowly looking to move into the over-the-counter (OTC) drugs segment as well. This would bring Lupin closer to the consumer through advertising. Another high potential area that Lupin planned to venture into was that of contract research...


Exhibit I: Top Six Pharmaceutical Companies In India (March 2005)
Exhibit II: Structure Of The Indian Pharmaceutical Industry
Exhibit III: Indian Pharmaceutical Industry Fact Sheet (2004)
Exhibit IV: Financial Summary Of Lupin For The Year 2004-05
Exhibit V: Lupin's Performance Over The Last Five Years
Exhibit VI: Percentage Contribution Of Various Therapeutic Segments To The Sales Of Lupin Ltd In Fiscal Year 2004-05
Exhibit VII: Lupin's Achievements In Process Chemistry
Exhibit VIII: Lupin's Herbal Product Range

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