Business Case Studies, Innovation and New Product Development Case Study, Dr. Reddy's Laboratories,New Drug Discovery Trail

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Innovation and New Product Development Case Study

Case Title:

Dr. Reddy's Laboratories: On the New Drug Discovery Trail

Publication Year : 2004

Authors: B N Renuka Prasad, G Srikanth

Industry: Health Care


Case Code: IPD0012

Teaching Note: Not Available

Structured Assignment: Not Available

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With India's imminent shift from process patent regime to product patent regime, post 2005, a host of top Indian drug firms such as Dr. Reddy's, Ranbaxy, Wockhardt, Lupin Laboratories and others, realised the need to do their own drug-discovery research. Dr. Reddy's, one of the leading players in the Indian pharmaceutical industry, is also one of the leading Active Pharmaceutical Ingredient (API) and generics players in the top pharma markets of the world. It has also challenged and won a lawsuit against the world's leading pharmaceutical company, Pfizer, for norvasc (the world's top-selling hypertension medicine) with its generic version. The company, after being successful in its API and generic business, is heading towards new drug discovery. By 2007, the company intends to be among the top 50 global pharmaceutical companies and by 2013 among the top 25.

Pedagogical Objectives:

  • To discuss the impact of a product patent regime on the top drug manufacturers in India
  • To analyse Dr. Reddy's strategy of heading towards new drug discovery and being a discovery-led global pharmaceutical company.

Keywords : Dr. Reddy's Laboratories Limited; Ranbaxy Laboratories Limited; Drug discovery; Research and development; Indian pharmaceutical industry; Novartis; Active pharmaceutical ingredients; Pfizer, Inc.; Generic drugs; Bulk active pharmaceuticals; Branded generics; Innovation Management Case Study; Specialty pharmaceutical; United States Food and Drug Administration; New drug application; Abbreviated new drug application


  • Introduction
  • Dr. Reddy's: Small beginnings
  • Dr. Reddy's: Drug discovery
  • Challenges

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