Lupin forays into OTC segment with Softovac

Pharma major Lupin today announced the over-the-counter (OTC) segment under ‘Lupin Life Consumer Healthcare’ with the pan-India launch of Softovac—used to treat constipation and irregular bowel habits.

“While many do not consider constipation a ‘serious’ problem and tend to ignore it, studies report that one out of four Indians suffer from it, which affects their daily routine and productivity,” Lupin Consumer Healthcare Business Head Anil Kaushal said.

Softovac, having 34-year-old brand legacy—available in 100 grams pack—shift to OTC was piloted in West Bengal during which the brand witnessed a growth in sales of over 25 percent, and with post the success of the pilot, a pan-India rollout was initiated, its official release said.

“For over 30 years, Softovac has been a product of choice for many patients who suffer from constipation. Considering the widespread prevalence of this condition, the shift from prescription to OTC has made it more accessible to those who need it,”  Kaushal said.  

According to Nicholas Hall 2017 report, Softovac generated a revenue worth $2.7 billion (INR 18862 crores) in 2016. The Indian OTC market is expected to grow at a CAGR of nine percent to cross the $6.5 billion (INR 44115 crores) mark by 2026, further says the report.

Softovac is a bowel regulator made with 100 percent natural actives like Isabgol, Sonamukhi, Harad, Mulethi, Gulab dal (ingredient), Amaltas, and Saunf, all of which are time-tested ingredients known to provide effective relief from constipation and irregular bowel habits.