Alembic to rejig business operations

By Nisha Das | 15 Nov 2001

Mumbai: Alembic, a Delhi-based pharmaceutical company, is planning to restructure its entire business operations to regain the position as a strong player in the domestic pharma market.

As an initial step, the company has appointed Accenture, a global consultancy firm, to enhance Alembics operational efficiency, productivity, cost-rationalisation and supply-chain management.

The company has also asked Accenture to identify key areas of improvement and sales-force management for enhancing marketing effectiveness. Alembic has also merged the marketing teams of Alembic and Megacare, a division of the company for specific therapeutic segments, into one team to increase market coverage for promoting Alembics products.

Says Alembic CMD Chirayu R Amin: The integration of these two divisions will result in enhancing the field-force with a strength of 810 medical representatives, which will result in an increase in customer and market base of the company.

Following the merger, the field-force would promote products falling in five broad categories - anti-infective, respiratory, pain management nutritional and metabolic disorders. Alembic so far has been operating in the domestic pharma market with the help of these two divisions, which were promoting identical product mix and covering almost same set of customers.

Amin said apart from doing the operational improvement exercise, Accenture will also assist Alembic to develop a blueprint for performance enhancement in its bulk drug plant and formulation business.

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