"If we stop thinking of the poor as victims or as a burden and start recognising them as resilient and creative consumers, a whole new world of opportunity will open up."
These first few lines from management guru C K Prahalad's book, The Fortune at the Bottom of the Pyramid, seem to have inspired multinational pharmaceutical companies of late.
Ahora, al igual que ocurrió con la British East India Company, establecida en India en 1600, las multinacionales farmacéuticas/"Big Pharma" (MNCS) ya tienen el "pasaje" listo...
Parecidas intenciones se atisvan con China y el resto de mercados ahora conocidos como BRIC (Brasil, Rusia, India y China).
Se estima que la economía India sobrepase a la economía de Estados Unidos en el 2043.
MNCs such as Novartis, Roche Diagnostics, Novo Nordisk and Eli Lilly are drawing up blueprints to tap the rural healthcare market in India, which suddenly appears attractive like never before. The rural market makes up 17-18% of the country's $8.1 billion pharma market.
Novartis last year introduced the Arogya Parivar model, which aims at ensuring availability of products at same prices, but different pack sizes, in pharmacies in villages across seven states, including Maharashtra, Gujarat, Chhattisgarh and Haryana. Similarly, diabetes giant Novo Nordisk has a project in Goa, through which mobile clinics go to villages and screen people for diabetes. According to an official from Eli Lilly, since October last year, the US major has a project with the Self-Employed Women's Association (Sewa) in Ahmedabad, to educate people on tuberculosis and encourage them to take treatment.
Bhuwnesh Agrawal, chairman and MD of Roche Diagnostics India, said as two-thirds of the population is in rural areas and the standard of healthcare is inadequate, it's important to hit that market.
According to consulting firm McKinsey, the Indian pharma market will zoom to $20 billion by 2015, of which the rural market will account for over 20%.
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