ITC Ltd.

Drug-majors Ranbaxy and Pfizer have formalised an alliance with fast-moving-consumer-goods (FMCG) company ITC to tap the rural markets for their over-the-counter (OTC) products. The three companies are reported to have undertaken a pilot project in Uttar Pradesh. Ranbaxy's OTC products include energy-supplement Revital, antacid Pepfiz, pain balm and spray Volini and cough syrup Chericof Ranbaxy's global OTC business stood at Rs 248 crore last year, a growth of 17 per cent.

Pfizer India's consumer health portfolio includes brands such as Gelusil, Nebasulf, Selsun, Ferradol, and Waterbury's Compound. However, it has globally sold its OTC brands – mouth-wash Listerine, cough-syrup Benadryl, skin-cream Caladryl and cough-suppressant Benylin to Johnson & Johnson.

The distribution reach of an FMCG company into rural areas in India is much wider than that of a pharmaceutical company, he observed. The domestic OTC products market is pegged at over Rs 4,000 crore, growing at 12-14 per cent.