Sun Pharma, Merck join hands to market diabetes drugs

India has one of the largest diabetic population in the world, and the population is going to increase dramatically in the coming years. Dominance in the Indian market place will require a large foot print, local market expertise and marketing flexibility that is uncommon in Big Pharma's "Global" marketing "one-size-fits-all" strategies. Merck understands this clearly as is demonstrated in the latest deal to market sitagliptin and its metformin combination.

Sun Pharma, Merck join hands to market diabetes drugs: "Sun Pharmaceutical Industries Ltd and MSD in India today said they have entered into a partnership to market diabetes drugs Sitagliptin and Sitaglipitin plus Metformin in the Indian market.
Under the pact, which comes nearly two weeks after the two firms had agreed to form a joint venture, Sun will have the rights to sell the two drugs in the Indian market under different brand names.
'Through this partnership, the reach of Sitagliptin and Sitagliptin plus Metformin will be enhanced amongst doctors and patients in India, helping them efficaciously manage the disease,' Sun Pharma Chief Executive Officer Kalyanasundaram said in a joint statement issued by the two firms."

The deal with Sun Pharma ensures Merck a large foot print - Sun is one of the largest pharma companies in the Indian market place - and also "local" knowledge/expertise to make success of this important market.
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