Saxagliptin (DDP 4 inhibitors ) to treat type 2 diabetes in India, less than one year after its US approval. India is the first Asian country where the drug is available at affordable price which is 1/5 of its US cost
Pharma Companies are now realizing that there is tremendous opportunity in emerging markets, not only because they entail low operating costs but also because of the fast growing middle class population, they are emerging as a huge market for global products. As the economy grows life style associated diseases grow along with it, Therefore companies try to launch drugs for these life style related diseases such as diabetes. Forecasts suggest 50% of business will be in those markets by 2020. Acquisition of Daichi to Ranbaxy and Abbot by Piramals make it clear that big pharma companies want to make a strong market presence in India.
“Rather than trying to find a use for approved medicines that were developed for a non-Asian phenotype, the move is to discover and develop medicines specifically to treat Asian diseases,” explains Paul Bolno, VP of Oncology R&D, Business Development at GSK. Here is a Nature article