Giant steps from Mankind
Mankind Pharma is one of the fastest growing domestic pharmaceutical
companies, making a strong impact on the Indian pharma scene for the past decade
since it came into existence.Sapna Dogra finds more
Rs 350 crore company, Mankind, has grown dramatically at a rate of more than
60 percent. Its fast pace has placed it amongst the top five fastest growing
pharmaceutical companies of India (ORG-IMS, retail audit, 2005).
The story of Mankind Pharma is one of inspiration, persistence and perseverance.
From a humble beginning in 1995 with a capital investment of about Rs 50 lakh,
Mankind was able to achieve a turnover of over Rs 300 crore in the year 2005
from a modest Rs 3.5 crore in the year 1995. With a market share of about 1.75
percent of the Rs 25,000 crore domestic pharma market, Mankind has a strong
presence in antibiotics, antifungals, nutritionals, gastrointestinals, NSAIDs,
antihelmintics and ED categories. They have many brands that ranked number one
like Zenflox, Nuforce, Nurokind and Manforce. Other top brands include Bandy,
Cefakind, Fynal, Mahacef, Omidom and Sparkind. Mahacef ranked first among the
top launches of the last two years.
When it started in 1995, Mankind had a presence in just two states. Today, Mankind
covers the entire length and breadth of India. The company focuses on the grassroots
by tapping small towns and rural areas through its team of about 1,900 medical
representatives. It is doing fairly well even in cities like Delhi, Chennai,
The company is aggressively expanding its domestic sales through
its existing divisions, namely Mankind, Discovery Mankind and Life Star, as
a business strategy. For instance, the Mankind division has a mixed bag of cardiovascular
and diabetic products. Mankinds domestic formulations business is expected
to grow at a whopping 40 percent.
The Discovery Mankind division was launched about two-and-a-half
years ago. With a field force of 650 medical representatives and managers, already
quite a few brands of Discovery Mankind have reached to the top five positions
in their respective segments. They are Zenotin, Sparkind, Nobel Gel, Nuforce-3
Kit, Fynal, and Mahacef. The relatively new Life Star division is yet another
sister concern of Mankind Pharma, which has inducted around 100 field people
so far. The focus of Life Star division of Mankind is on ophthalmology and the
dermal segment. Very soon, it will be entering into anti-malarial segment.
|Oral Solids: Methyldopa; Artisunate; Iron
preparation; Tamsulosin + Finasteride.
Dermal Range: Isotretinoin (oral); Fusidic
acid; Mometasone; Mometasone + Terbinafine; Clindamycin + Adapalene; Adapalene
Ophthalmic Range: Ketorolac; Fluorometholone;
Prednisolone; Polyvinyl alcohol+Povidone eye drops.
Zenflox, Manforce, Nurokind, Gatikind, Nuforce, Zenflox - OZ, Nobel -
R C Juneja
The driving force behind this rising juggernaut is the Managing
Director, R C Juneja, whose vision and unrelenting perseverance has made Mankind
a force to reckon with. In fact, his personal life is a source of inspiration
to many. A science graduate, Juneja worked at Lupin as a Manager before he set
up his own outfit. Reminiscing, Juneja says, Mankind was launched as a very
small entity in Meerut with about 20 products, which mainly included vitamins,
painkillers and antibiotics. "Even the name 'Mankind' was chosen deliberately
because we wanted to serve mankind and suffering people. Our aim is to reach
out even to those corners of the country where nobody had ventured before,"
What is the secret of such stupendous growth? "We believe in sharing our
fortunes within the company amongst all employees," claims Juneja. The
incentive policy is such that it makes our people work hard, adds Dr Sanjay
Kaul, GM, Project Management Team. "We always think about the patients,
the consumers and hence we have always lowered the price bands," informs
Juneja, who also wants to build a charitable hospital in Meerut for the underprivileged.
According to Juneja, people are the most valued asset of the
company and are growth triggers in the true sense. Growing from a strength of
53 field personnel in 1995 to a committed force of 2,200 people in the field
in 2005, the numbers speak for themselves. Moreover, preference is given to
attitude over aptitude, adds Juneja. Instead of having a top-heavy organisation
and incurring huge expenditure, the company is focusing on its people along
with making medicines affordable for the masses, avers Juneja.
The company has embarked on an ambitious project with
a new R&D facility being developed at Gurgaon
Mankind is aiming to be among the top five pharmaceutical
companies in the country along with attaining a turnover of Rs 1,000 crore by
2010. It is also planning to increase the work force to 3,000 in the next two
years. To achieve this, the company has embarked on an ambitious project with
a new R&D facility being developed at Gurgaon, which will be operational
in 2007. The focus of this facility will be on formulation development and contract
research, besides involved in new drug delivery systems, bio-equivalence studies
and new drug discovery. Similarly, a new manufacturing unit based on USFDA standards
is being set up in Poanta Sahib in Himachal Pradesh. Likely to be operational
by June this year, this injectible unit will have a production capacity of 30
million ampoules and 30 million vials. The funds earmarked for these projects
are to the tune of Rs 70 crore.
The company is all set to enter the semi-regulated markets
of South East Asia, South Africa, and former CIS countries along with targeting
the neighbouring countries like Myanmar, Nepal and Sri Lanka.
|People are trained through development-oriented programmes.
According to Kaul, the main aim is to harness the true potential of an employee
by increasing his or her knowledge and skill for doing a particular job
and in the process prepare them for a higher level of performance.
There are comprehensive training programmes for
employees at all levels. These include:
Class Room Training: A 25-day training programme
for new members in sales. They are trained in product knowledge, market
knowledge, competitor knowledge, communication skills, attitude improvement
and selling technique.
Refresher Courses: In order to update the
field force's product knowledge, various refresher courses are organised
for them through various exciting exercises.
Management Development Programme: To retain
the punch and drive, and to reduce dropouts, there are various management
development programmes conducted on a regular basis.