Sun Pharmaceuticals Case Study

Sun Pharmaceuticals Ltd.
In the year 1983, Sun Pharmaceuticals Ltd. was established by Mr. Dilip Shanghvi with five psychiatry products and a two person marketing team. A compact manufacturing facility was set up in Vapi, Gujarat for tablets and capsules. By 1987, sales were rolled out nationwide. The first cardiology products were launched in the year 1988, out of which Monotrate and Angizem are still sold today. Products in gastroenterology were introduced and exports to neighbouring countries began in 1989.
The company went public in 1994, in an issue that was oversubscribed 55 times. In Panoli, Gujarat, the first API (Active Pharmaceutical Ingredient) plant was built in the year 1995. Subsequently in 1996, an API plant at Ahmednagar was

In the rest of the world markets, it has a strong ground network of 600 committed field force in 600 countries, with a pipeline of 2600 products of which 1600 are registered and marketed. There is a 3300-person strong sales team in India distributing through 2400 stockists. The firm is now poised at a stage of rapid growth across geographies spanning Russia and CIS countries, China and South East Asia, Africa and Latin America, where the firm is rapidly emerging as the branded generic company of choice.
Domestically, Sun Pharma, commands a 4% market share and is among the largest pharmaceutical companies in the country. The company is headquartered in Mumbai,

The core strength of the firm lies in its ability to excel in developing technologically complex products through focussed teams in formulations, process chemistry and analytical development. A strategy of development of difficult to mimic generics in defined specialty areas is followed.
Research commitment of the firm is usually between 7-8% of the revenue. Since 1993, more than Rs. 20 billion has been spent for generic research. Every year, about 30 new products are typically brought by Sun to the Indian market, 25 APIs including drug master files for US and Europe are scaled up and more than 30 ANDAs for the US are developed and filed for.
266 products have been approved by the USFDA for sale in the US and 135 filings await approval as of June 2012.
Along with its subsidiaries, Sun Pharma, has four state-of-the-art research and development centres across the world with more than 800 scientists employed. R&D facilities are located in Vadodara (India), Mumbai (India), Haifa (Israel), Brampton (Canada) and New York