The All India Druggists and Chemists Association has launched a marketing company in which many of its members have joined as shareholders.
The move was initiated by the top brass of the association to head-off multinational pharmaceutical marketing companies that have been trying to enter the Indian arena on a large scale.
In these competitive times activities of the large corporates are being fine tuned to harness their strengths, the weaknesses are being either off-loaded or out-sourced. Specialized marketing outfits have been reported to be approaching the Indian pharmaceutical manufacturers to take onus of marketing their products at all levels - distribution to retail.
When the office bearers of the national association learnt of the forthcoming threat to their existing work culture the initial reaction was to not allow such marketing companies to start operations in the country.
After subsequent deliberations and discussions is was accepted that such invasions by marketing outfits could only be delayed and not completely stopped. So instead of beating the competition they decided to join them.
As a result the association has floated a limited company and invited applications for promotional shares from its members.
This I believe is a novel way of surviving the retail onslaught that is making inroads in the country.
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