In a bid to strengthen its presence in the diabetes care market, German healthcare major Bayer is planning to roll out a India-specific blood glucose monitor. The company intends to target the tier II and III markets with this device which is likely to be priced at below INR 1,000. Bayer Diabetes Care, part of the Euro 11.7 billion Bayer HealthCare, has already started the R&D process for this device. The company expects this product will revolutionise the Indian diabetes monitoring market since the current entry-level price is at INR 1,500. Bayer expects to launch this product in 2009-10. The company is currently working out the finer details about production of this device. They will reportedly manufacture this device in existing manufacturing bases such as Japan, Taiwan or even Europe and there will be no compromise on the features or product standards. Even as Germany and the US are Bayer HealthCare’s largest markets globally, it has identified India and China as their focus markets for growth. Bayer has already launched some of its global products in India on a priority basis. For instance, it recently unveiled a global launch of a new blood glucose monitor with ‘no-code’ technology in India, christened ‘ContourT TS’. The company currently has a basket of four products in India. A substantial investment is also happening in marketing activities. Bayer also recently entered into an agreement with Starcom MediaVest group for its advertising and media campaign for the Indian market.

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