Business Case Studies, Leadership Case Study, Tata Group,Ratan Tata

Code : COM0020

Year : 2004

Industry : Health Care

Region : India

Teaching Note:Not Available

Structured Assignment :Not Available

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Introduction:Dr. Reddy's Laboratories Limited (Dr Reddy's)was the first Indian and Asian pharmaceutical company outside Japan to be listed on New York Stock Exchange. Dr Reddy's was one of the leading pharmaceutical companies in India and a well established global generics and bulk actives player in the industry. It was the first Indian pharmaceutical company that received approval from the US Food and Drug Administration (FDA) to market a generic version of Eli Lilly's drug Prozac under a 180-day marketing exclusivity.

The company had challenged Eli Lilly's generic version of Prozac that had sales of $2.4 billion in 2001 and later won the exclusive rights to sell the drug in the world's largest and competitive US generics market that resulted in a three-year reduction of Patent Rights to Eli Lilly. Similarly, it challenged Pfizer's Norvasc [the world's top-selling hypertension medicine] that had sales of $3.8 billion in 2002, for selling a branded generic version of it. Dr. Reddy's generic version of Norvasc received US FDA approval in October 2002.

The company named its branded generic drug as AmVaz and held talks with few US generic companies tomarket it. Though Dr. Reddy's intended to launch AmVaz inAugust 2003, the launch date of the drug in the market was not announced as it faced legal challenges from Pfizer.