i-pill: Market Development Challenges at Piramal Enterprises Limited

Piramal Enterprises Limited (Piramal), the flagship company of the Piramal Group, was founded in 1988 and was initially known as Piramal Healthcare. The product portfolio of the company included inhalation and intravenous anesthetics, consumer products, and services concerning critical care and lab diagnostics. In 2007, Piramal Enterprises established an independent consumer products division. The company was looking to foray into Over the Counter medicines, and ventured into this zone by acquiring Saridon in early 1990s . By 2014, Piramal’s product portfolio boasted of 10 OTC brands...