potting a consumer need before anyone else and launching a product to meet that need is something all marketers dream of. But with mushrooming brands and cluttered markets, are the days of pioneering brand new markets over? Not really. All that is needed to unearth them is a bit of imagination and daring. The two key attributes that are definitely not in short supply at the Ahmedabad headquarters of the Rs 200-crore Paras Pharmaceuticals.

The closely-held company describes its three-pronged strategy as "identify, capitalise and grow". And though none of its brands can be bracketed in the mass-market classification, Paras� portfolio is easily the envy of any pharma company. Take a look at its quiver. Brands like Itch Guard, Ring Guard, Krack, Livon and Numis were created in quick succession and are, today, generic to their respective categories. On the other hand, there are strong challenger brands such as Moov, Dermi Cool and BoroSoft which have kept the leaders in the respective categories on their toes.... more