Eli Lilly India (Lilly) and Lupin Limited (Lupin) announced on 29th July, 2011 that they have entered into a strategic collaboration to promote and distribute Lilly’s Huminsulin range of products, including Huminsulin RTM, Huminsulin NPHTM, Huminsulin 50/50TM, Huminsulin 30/70TM and Humapen Ergo II. Lupin’s India formulations business will promote and distribute the range of products in India and Nepal, virtually doubling the number of sales representatives behind the diabetes care product. This collaboration will double the current customer base; approximately 45,000 doctors will now be called on as a result of the new partnership.
For Lilly, a company whose history in insulin production dates to 1923, caring for diabetes patients in India is clearly a priority. The country has an estimated 51 million people with diabetes currently and will have an estimated 85 million by 2030, or nearly one-fifth of all patients with diabetes globally. Lilly hopes to increase access to HuminsulinTM products through its relationship with Lupin India, bringing one of the most basic and proven therapies for diabetes treatment to more patients.
Lupin’s India formulation business will deploy a sales force of 300 medical representatives to pro-vide education and resources to physicians and patients. Lupin has a vibrant presence in the Indian pharmaceuticals market and has over the past several years made major strides in expanding its therapy portfolio. Lupin has a robust promotion and distribution setup along with a strong presence in various therapeutic areas, including the fast growing diabetes market. This strategic collaboration will achieve major synergy arising from the strength of the product portfolio of Lilly and the promotion and distribution capabilities of Lupin.
“As our highest priority, diabetes is a clear “must win” for Lilly Emerging Markets," said Eberhard Ludewigs, Vice President, Emerging Markets, Eli Lilly and Company. "This partnership will allow us to change our game in India. We will have a stronger footprint with many more sales representatives promoting our diabetes brands, and this will become a foundation to expand our diabetes business not only for current products, but also for our future pipeline. Lupin is well-aligned with Lilly’s goal of expansion in India and other emerging markets.”
Shakti Chakraborty, Group President, India Region Formulations, Lupin Limited added: “With Lilly’s presence and expansion in the emerging markets space, the leadership team at Lupin feels strongly about the collaboration and the synergy it will create. We are pleased to be associated with Eli Lilly in India and this bears testimony to Lupin’s existing market reach and will go a long way in strengthening our leadership position in the Indian diabetes market. We firmly believe that Lupin will bring tremendous value to this partnership based on our extensive experience and under-standing of the Indian market. Our partnership is a significant step forward as both companies share the passion and commitment to make a meaningful difference to the quality of lives of patients with diabetes.”
Source: Lupin Pharma
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