Dr.Reddy`s Laboratories (DRL) , a leading Indian pharmaceutical company, offered various pharmaceutical products and services categorized as Global Generics (GGs), Pharmaceutical Services (PSs), and Active Pharmaceutical Ingredients (APIs). Besides this, the company was also in possession of various Proprietary Products (PPs), and offered Customized Pharmaceutical Services (CPSs) and Biologics. The operations of the company were wide-spread across the country (India) and also globally .

During the fiscal year 2017-18, the management observed that the company had not fared as well as expected. The main reasons were the changing dynamics of the global pharmaceutical markets, especially the US market. The US market accounted for around 42% of the total sales volume of DRL while around 52% of the sales of DRL’s GGs were from the US markets. ...

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