ohn Sculley – the famed entrepreneur and high-tech startup investor, once said, “No great marketing decisions have ever been made on qualitative data.”
Yes, we are discussing good and tangible QUANTITATIVE data for our industry. The data should be beyond imaginative or interaction-based numbers. Data will be based on robust logic, market research, and sector specific.
Indian Animal Health Industry is undoubtedly a hot spot – amongst the top 3 in all the Livestock /Poultry and Aqua sectors. This business is not only growing by volume. We are growing by value, geographic expansion, and innovations.
No wonder this ‘investor-friendly sector’ can attract investment for organic and inorganic growth of the organization – be it Capacity building in manufacturing, investment in R&D, invest in launch of new products, expansion in new species segment, acquiring a portfolio or brand — — —
Credible data helps us.
Sadly, the lack of credible data makes us defensive. At times we depend on data generated from sources from overseas market research groups.
So
Time to create an innovative database of our own.
Time to have a robust quantitative and logical database for the sector we serve.
Happy to hear from each one of you!
PURPOSE
To develop a credible, India specific animal health industry data base by reaching out to organized and unorganized sector. There are roughly 350 Animal Health Companies in India including Multinational and Indian Companies.
Although Animal Health Companies are based in urban area but our market lies primarily in rural area, its field force, distribution channel caters vastly to rural and urban area. Hence, we felt that instead of just a retail-oriented market survey a new approach based on animal population and its consumption of vaccine, medicines and nutraceuticals will be more practical and realistic.
KEY FEATURES AND USPs
- → Extensive consumption-based market research
- →Species segment specific
- →Product segment specific
- →Retail audit
- → Client specific questionnaire
- → Professionally trained interviewer
- →Data integrity
- → Confidentiality
- → Periodic update
- → Software based.
- →Precision
- →Periodic – initially biannual, from year 2 – quarterly
- → Customization – Regional / Product specific
Sample Data:
Given the above background we can say that Indian Animal Health segment is huge (INR 30,000 Crore) – much more than a conservative estimate of INR 10,000 crore. Unfortunately for many decades this industry remained under pharma dominated companies. Consolidation of pharma sector in international level saw many mergers and acquisitions in Animal Health business (worldwide) and lead to emergence of many National /Regional players in India. However, we need to acknowledge the fact that Indian Pharma sector has acquired the status of “Pharmacy of world” due its investment in R&D, Manufacturing and improvement of Regulatory standards – however our own AH segment is lagging far behind from pharma sector.
The segmental attractiveness as narrated below opens up scope for future investment in R&D, Manufacturing of APIs /Bulk drugs / Superior formulation in India.
SEGMENTAL ATTRACTIVENESS:
Through this article I want to urge upon investors / policy makers that let us not undermine this segment, we need more than what has been done so far. Leveraging the AHIDF or similar schemes we need to invest in API manufacturing, invest in process improvement of bulk drug manufacturing so that we can compete Chinese manufacturers. Such investments in R&D, Manufacturing of vaccines, APIs, formulation can be done keeping any eye in Global Animal Health market (currently at 62.40 billion USD).
Dr D.K. Dey, Executive Director, Immeureka Animal Health Pvt Ltd.
+919391913951, dey@immeureka.com, dr.dkdey@gmail.com