IMD-3-2118 © 2009
Chakravarthy, Bala; Coughlan, Sophie
Called the Red Heart Pill (RHP), this mix tablet consisted of 4 healing representatives: One to lower cholesterol, the other 2 to lower blood pressure and a 4th, Aspirin, to thin out the blood. The RHP was especially appealing to alleviate the bad. At a treatment expense of simply US$ 25 a year, the RHP was anticipated to make a significant damage in decreasing CVD-related deaths and impairments in India.
The case information the numerous issues that the leading management group of Dr. Reddy's dealt with in pursuing the RHP task. The active components in the RHP were generic drugs; and yet, due to the fact that the mix had actually never ever been provided in the past, the RHP had to go through scientific trials to show its bioequivalence to each of the constituent drugs. Forming a technique for it was requiring and yet if the RHP might be released effectively, there would be a number of other chances for a mix tablet to alleviate other persistent illness like anxiety and osteoarthritis.
Subjects: Inclusive growth; Serving the bottom of the pyramid (BOP); Corporate sustainability management (CSM); Specialty generics; Leading Indian pharmaceuticals company; Social entrepreneurship; Cardio vascular disease (CVD); Polypill therapy; Rural marketing; Public private partnership for drug development
Settings: Hyderabad, India; [Industries] Pharmaceuticals; 2009: $ 1.4 billion revenues; 2003 - 2009
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