Brief History of Operations
Dr. Reddy’s Laboratories Ltd. started its operations in South Africa through Triomed who were holding registration for two of our products, OMEZ (Omeprazole) and CIFLOC (Ciprofloxacin). Soon after Triomed was acquired by Aspen, we decided to enter the market directly through a joint venture with Venturepharm in 2004. Since then we did not have to look back again.
From 2004-2007, through the three year agreement with Pharmaplan we marketed major products like Omez, Cifloc & Lamitor (Lamotrizine which was in-licensed from Torrent). After the agreement was over, the joint venture decided to hire sales and marketing field force for direct marketing. In absence of a portfolio of products and mostly being acute lines, the team decided to go with a trading model foe next three years to gain traction in the market. The focus during this time was primarily on General Practitioners and Dispensing Doctors.
In August, 2010, the joint-venture became a 100% wholly-owned subsidiary of Dr. Reddy’s. In line with product portfolio and their key drivers, we have migrated to ‘Rx Generation’ model with greater focus on key therapeutic areas and specialist coverage.