Express Pharma

Kezzler partners with Belgium-based UCB for Indian market

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The new partnership will cover domestic products within the Indian market, with expected roll-out in Q1 of 2015

Kezzler, a global leader in brand protection at the unit level, has been adopted by Belgian pharmaceuticals giant UCB for the Indian market. UCB have for several years applied Kezzler’s technology platform for protection of its exported products out of India. The new partnership expands that operation to cover domestic products within the Indian market, with expected roll-out in Q1 of 2015.

The company claims that Kezzler was the first company to introduce the concept of serialisation to India as a way to protect both consumers and brand owners against the menace of counterfeiting, duplication, product diversion, and other illegal activities. UCB was among the first companies to use the Kezzler technology, which allows consumers to instantly verify after purchase whether the medicine is genuine, within the valid expiry period, and not subject to a recall notice. A simple SMS of a unique code on the package (or scanning of the barcode with a Smartphone) covers all of the possible safety provisions.

Kezzler’s approach to serialisation and track and trace starts with a Unique Identifier Code (UID) for secure generation and authentication/ tracing of codes (encrypted digital identities) in a mass production environment and at the unit level in multiple business sectors, including pharma, consumer goods, food and dairy to mention a few.

“We believe our technology platform has been proven as a cost effective business solution in preventing counterfeit products with seven of the top 10 pharma companies in the world and is now being utilised with global consumer goods companies,” said Magnar Loken, Chief Executive Officer, Kezzler. “The scalability and power of our platform is something that has been proven in the brand protection space and now is gaining significant traction in supply chain management and consumer engagement via mobile and digital applications.”

EP News BureauMumbai

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