In a significant initiative, the Department of Commerce, Ministry of Commerce and Industry, Government of India, supported by Pharmexcil (the pharmaceutical export promotion council) and IBEF (India Brand Equity Foundation) led the global launch of Brand India Pharma at CPhI Japan on March 21, 2012, in Tokyo. The campaign aims to highlight the value proposition that Brand India Pharma presents today globally.
Today India is recognised for its role in the pharma sector, which comprises three elements, namely, coverage of a wide expanse of health profile; secondly, Indian medicines are very affordable, and the quality of Indian medicines is well recognised. For example, India, with a 35 per cent share, ranks the highest in terms of filings of (Drug Master File) DMF filed with USFDA. India also has 25 per cent sites registered with the EQDM. All these three elements converge to represent Brand India.
A combination of India pavilion, fact book, a pharma film and digital media tools were effectively integrated to convey this value message to audiences in Japan. The Brand India Pharma initiative was widely reported through the Japanese media. We now intend both sustaining the campaign in Japan and carrying it forward to other markets abroad to create a better understanding of the value proposition that Brand India Pharma represents.