Express Pharma

Sun Pharma enters into derma segment

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The company will co-promote Suncros brand across prescription and consumer channels to drive growth

Sun Pharma will focus on dermatology as the fourth engine of growth for its OTC business. As part of this growth strategy, the company has announced roll-out of its first dermatology product, Suncros through the Global Consumer Healthcare business.

Currently marketed as a branded prescription product, it is a sunscreen that offers maximum protection from harmful UV rays till the inner layers of the skin, according to a company release. Sun Pharma now launched select variants to market directly to consumers. The Suncros range has a highly differentiated product mix that provides an offering for all skin types along with superior benefits of matte finish which ensures non greasy texture, water resistant formulation and 6- 8 hour substantively.

The business division’s entry into dermatology category offers Sun Pharma’s OTC business a larger play into fast moving consumer goods category. As part of its business plans to drive Suncros growth in India, the company will co-promote the brand across both prescription and consumer channel. This first-time unique co-promotion strategy will ensure that the brand reaches out to a larger section of new consumers while ensuring its legacy customers are equally serviced.

Commenting on dermatology as its new engine of growth Subodh Marwah, Business Head – Global Consumer Healthcare, Sun Pharma said, “Our foray into the dermatology category is an indicator of the focus and importance Sun Pharma assigns to grow the consumer healthcare business. Suncros offers a unique opportunity to foray into the fast growing sunscreen category and once again repeat our success story in the topical analgesics category. With Suncros being marketed directly to consumers, we are now expanding consumer’s access to the country’s No 1 dermatologist recommended sunscreen brand.”

Elaborating on the significance of the co-promotion strategy to drive Suncros growth in India, Abhay Gandhi, CEO – India Business, Sun Pharma adds, “Sun Pharma has the largest distribution bandwidth in the prescription business. This will be extensively leveraged to co-promote Suncros brand amongst dermatologists. We believe that our unique first-time co-promoting strategy to market Suncros across both prescription and consumer channels will ensure that the brand continues to receive traction amongst its legacy customers as well as ensure addition of new consumers through the OTC business to drive desired growth for the brand.”

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