tep by step Your article on the strategy of Paras Pharmaceuticals (�Niche by Niche�, The Brand Reporter, June 16-30) was very interesting and insightful. It is not easy to develop products which are targeted at niche segments because there is an equal probability of the product doing extremely well or failing.

The extensive market research mechanism and a clear focus on the strategy implementation has today made Paras and its well known brands like Moov, Krack, Livon, Itch Guard and Ring Guard market leaders among various OTC products. The change in the mindset of customers towards these produts have come about because of the differentiation in presentation and pricing.... more