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Company Profile
Some things will always remain unfettered. Like sunshine and air, like suffering
and joy, like sharing and caring. Some things will never recognize the confines of
space and time. Like human endeavour and enterprise, like the desire to touch
life. At Morepen, we are taking our expertise and experience in Wellness to new
countries and new people with an increasing focus on global exports. And in doing
so, our spirit of caring is crossing boundaries.
Morepens state-of-art manufacturing facility in the picturesque environs of Baddi
comprises a scientifically integrated complex of 10 plants, each with a specific
product profile. The companys extensive R&D facilities and factories are manned
by a dedicated team of professionals who ensure stringent quality standards.
Today Morepen is exporting products to several countries round the global.
The first Morepen manufacturing plant was set up on the foothills of the
Himalayas in the idyllic surroundings of Parwanoo. The large and spread out
facility is USFDA approved for manufacture of Loratadine, an anti-allergy drug
internationally known as C laritin. Today, its benchmark standards make it the
perfect setting for producing advances molecules.
Busy lifestyles and increasing work pressures in everyday urban life have made it
imperative to make self-monitoring diagnostic equipment a part of every
household. Morepen has tied up with international majors in this category and has
brought to India a range of products that help people monitor their health on a
day-today basis and thereby seek remedies well in time.
The brand name of Dr. Morepen has a front-ranking presence in the Wellness
category. Its spectrum of popular OTC products, amongst which Burnol,
Lemolate, Sat Isabgol and many more are undisputably household names, have
spread relief and cheer in many homes and lives.

Company Background
History
Morepen Laboratories Ltd. is 31 years old company. Went to public in 1993
Identity/Scope
API
Manufacturer and Exporter of complex and high margins molecules (APIs/Intermediates) for regulated markets of USA,
Europe, Russia, C anada and also for non-regulated markets
Domestic Formulations
Markets over 100 branded formulations in 8 major therapeutic segments
Diagnostics
Markets under its own brand name C linical & Home Health devices and Blood Banking machines
OTC
Markets brands like Burnol ,Lemolate, Sat-Isabgol, Option -72, Head-X, Fever-X , C - C andy and others Over the C ounter
(OTC ) products
Footprints

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Headquartered in New Delhi, India. Approved USFDA facilities for Loratadine API since March 1999
Manufacturing Facilities
Morepen has 3 manufacturing facilities, for manufacture of API, formulations and OTC products with international standings,
all set amidst green, pollution-free surroundings on the foothills of the majestic Himalayas, located in the state of Himachal
Pradesh.
Presence
Global Markets
Exports API to US and European markets. Also exports to Israel, Turkey, Iran, C IS and SE Asian markets and neighboring
markets like Pakistan, Bangladesh
Domestic Markets
The company is represented throughout India by way of its presence in Branded Formulations segment, wider penetration of
its Diagnostic products both homes (Home Health Products) as well as hospitals (C linical Diagnostics Products) and brand
value of its OTC products.
R&D Strength
72 Process/Polymorph Patents Filed
23 DMF/C OS Filed
Possess complex chemistry skills like C hiral Synthesis, Grignard reaction, Fridel C raft reaction, High pressure Hydrogenation,
Alkylation & Bromination etc.
Quality Certifications
USFDA
WHO GMP
C OS
TGA
Others
Export House

API Business
Loratadine, on account of its deep penetration (80% market share) in US generics market, has been a major source of the
revenue for the API business. The other important contributor to the API business is Sultamicillin Tosylate and Sultamicillin
Base. The main markets for Sultamicillin are Turkey and Singapore.
The company is engaged in production of Fexofenadine, Atorvastatin and Montelukast API. C isapride and Zafirlukast have
also been
The company has expanded the business by moving into production of intermediates both for, regulated and free markets.
The company is deriving good business from reputed customers like Teva, C hemo, DRL and Matrix for Montelukast,
C arvedilol and Loratadine intermediates .
The company is planning for USFDA certification for its Baddi plant, and expects to get high margin business from regulated
markets.

Domestic Business Branded Presence

Brand MOREPEN - Significant pan INDIA presence throMedical practitioners
Hospital Institutional sales
Marketing network
Branded Product portfolio
Domestic sales field force of over 500 people
Branded goods business

Formulations
Present in wide range of categories with around 100 branded formulations
Diagnostics

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C utting edge products sourced from over 20 vendors spread across the globe
OTC
More than 10 well established branded products, marketed across India
The reach and quality of branded goods, demonstrated since 1996 has led to sustainable growth in the branded goods
segment .
The branded goods business started with marketing of branded formulations was, followed by introduction of OTC goods in
2001 marketed under Doctor Morepen brand. In the year 2004, the company expanded the branded goods segment by
marketing of C linical & Home Health goods in domestic markets under brand name Doctor Morepen.

Branded Business Prescription Drugs (Rx)

Morepen was among the top five fastest growing companies as per ORG data in Rx segment in FY 2001-02 and has potential
to grow up very fast
The company has got all India network which is being augmented on consistent basis. It presently has a sales team of
around 200 and continuously ramp up the headcount. It possesses significant reach to a no. of specialist doctors and
general medical practitioners
The company, at present, is actively marketing more than 50 branded formulations with famous brands like DOM DT,
Saltum, Saltumax, Pentopen, Acifix, C laridin, Klarim & others
New molecules like Ducal, Rethmix, Montelast, Alcofam, Levopen & Morezole has been launched in recent past. Launching of
more molecules is underway, with time bound launch plan
The company possesses , WHO & GMP compliant manufacturing facilities for manufacture and development of formulations
in various forms like Tablet, C apsules, Powder , Liquid, Multiple Dosages unit form, Semi-solid and Suspension form.
Installed capacity (Single Shift Basis) for Tablets is 44 Million, where as for Hard Gelatin C apsules and oral Liquid & Powder is
7.5 Million and 1.5 Million respectively.
First formulation manufacture capacity was installed in Parwanoo in the year 1996. However in the year 1998 a state-of-theart manufacturing site was commissioned at Baddi to meet the fresh demand

Branded Business HomeHealth & Diagnostics Devices

This business was started on the principles of exclusive marketing ,distribution and service tie up with multinational
companies for their products to be marketed in domestic markets. Morepen with the help of large field force and pan India
presence was able to penetrate large hospitals and diagnostic centers. With the result that Morepen was able to get first
mover advantage among domestic Devices' companies and is very well regarded name among the Indian companies
engaged in marketing and distribution of Diagnostics Devices. It has also added Home Health Brand for self health care
devices .
The company has got joint venture/partnership for exclusive relationship in India for sales, service and support of many
reputed companies like
Immucor GMBH, USA
Beurer GmbH, Germany
Taidoc Techonolgy, Taiwan
Microlife, Switzerland
MSI, USA and IND Dignostics, C hina
Under C linical diagnostics front, the largest selling product, ID micro typing system is installed in all the big hospitals like
Apollo, Sir Ganga Ram,C MC ,AIIMS,PGI,Leelawati,Breach C andy, Hindujas, Tata Memorial, C BB,Red C ross and others. Blood
banking business contributes around 25% to diagnostic's business top line
Another big selling product is Optimal malaria testing kit used by diagnostics centres and pathology labs and contributes to
20% to diagnostics topline
Home Health business segment markets self-care devices like BP Monitors, Glucometers, Weighing Scales, Digital
Thermometers, Pregnancy Kits, Thermal Blankets, Heating Pads , Nebulizers and Pulse-Oximeters
The company is yet to tap the full potential of the devices business because on account of un-availability of any institutional
working capital facilities

Branded Business OTC Products (Dr. Morepen)

Launch of a Mega Brand Dr. Morepen
I n depth consumer and commercial surveyed revealed that there was a strong need for a sophisticated brand in OTC
product category which should be both reliable and approachable. As there was no major player in this segment, The
company realized the need for a mega brand which cuts across the clutter and creates a larger than life image and a
relationship not only with doctor but also with consumer.

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The company realised the need for a mega brand which cuts across the clutter and creates a larger than life image and a
relationship not only with doctor but also with consumer
Thats how Life Style self help brand Dr. Morepen came into existence with its popular baseline Health in your hands.
The brand was positioned as modern, young, dynamic, vibrant brand which associates itself with upwardly mobile people
with hectic lifestyle
Dr. Morepen target destination is sit into medicine chamber of every household
Success of Dr. Morepen
Dr. Morepen has got extremely good response from consumers & media and got huge publicity & coverage.
Within 3 months of its launch, Dr. Morepen was chosen among 5 top brands in the country across all sectors & industries (BT
January 2002)
The product quality, design, concept and packaging were liked by consumers and Dr. Morepen had full range of products in
self health category like Isabgol, C -Sip, Dab, C -C andy and Y- Sugar
Dr. Morepen started brand acquisitions and old time favourite brand
acquired

Burnol and cough & cold brand Lemolate was

Marketing
Launch multiple products in quick succession to keep sales team motivation high and retail interest alive.
Target categories which are huge in Value & Volume with little competition.
Launch a few firsts in the country like pills to keep you alert when you are feeling lethargic or aid you in sleep when you are
feeling stressed out.
C ompetitive pricing & better margins to the trade.

Distribution
Direct coverage currently up to 75000 outlets.
Increase retail penetration to 100000 outlets.
Sales team increased to 200 from 100 to cater to the above.
Penetrate distribution up to class IV towns from current class III

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