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i-pill: Market Development Challenges at Piramal Enterprises Limited
EXCERPTS
INSIGHTS INTO THE CONTRACEPTIVE MARKET
Birth control has been practiced by men and women for as long as one can imagine. Traditionally, couples practiced withdrawal or intermittent abstinence as birth control methods. These, however, were not fool-proof methods and often failed. By 1924, condoms came into vogue as the most commonly used method of contraception.Oral contraceptives, usually referred to as the Pill, were permitted for use by the Food and Drug Administration (FDA) on June 23, 1960. The first oral birth control tablet was called ‘enovid’. Women welcomed the pill as it provided a reversible process of birth control that was, and continues to be, almost 100 percent successful when taken as prescribed. The approval of the birth control pill played a major part in women enjoying more sexual freedom.... |
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THE PRODUCT: i-PILL
i-pill came in a one-pill packet. The pill contained the hormone levo norgestrel and when taken immediately, offered the maximum protection against pregnancy...
AFTERMATH OF i-PILL LAUNCH: PIRAMAL’S ACQUISITION AND PUBLIC CONTROVERSIES
The Indian consumer had always been skeptical about temporary methods of contraception, but i-pill turned out to be an extremely successful endeavor in the Indian marketplace. So much so that other drug dealers also actively began coming up with plans on how best to cash in on the momentum created, and competitors started eyeing the market as well..
MAJOR CONCERNS
In spite of the protests and controversies, i-pill had already become a huge hit in Indian cities and among the rural youngsters who sought sexual freedom. Buying emergency contraceptives had become like buying candy bars...
THE ROAD AHEAD
There was in no doubt that i-pill and other ECPs would prove to be very popular among consumers in India and Kedar correctly predicted the scenario...
EXHIBITS
Exhibit I:Year-on-Year increase in Indian Healthcare Market
Exhibit II:Piramal’s OTC Brand Portfolio
Exhibit III:List of oral Emergency Contraceptive Brands (ECB) in India
