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‘Biggest priority’: Bayer seeks to capture pan-India vitamin market with newly formed local team and star SKUs By Tingmin Koe Bayer has officially launched its consumer health division in India and the German MNC is eyeing penetration into both metro and rural vitamin and mineral supplement (VMS) markets with its reformulated bestseller Supradyn.
Bayer officially set up its consumer health division in India in May. Prior to this, it has been licensing the sale of its consumer health products such as VMS brand Supradyn and over the counter analgesic brand Saridon to local Indian firm Piramal’s consumer products division.
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Global life sciences firm Bayer on Friday said it has launched its Consumer Health division in India comprising 10 brands across the categories of allergy, dermatology, nutrition and analgesics. These brands include Saridon, Supradyn, Becozym C Forte, Benadon, Alaspan, Canesten and Bayer s Tonic. These products will be manufactured locally in India, Bayer said in a statement. The brands Saridon and Supradyn licensed to Piramal Consumer Products division in the past, have been transitioned back to Bayer s new Consumer Health business at the end of the licensing agreement term. Piramal will continue to distribute these brands for Bayer Consumer Health in India, it added.