Mid-sized pharma firm Elder Pharmaceuticals has tied up with Australian pharma firm Global Energy Medicines (GEM) to market the latter’s pain management products in India, reports Rajesh Unnikrishnan in Mumbai. Elder will market Global Energy’s non-invasive, electro-therapy-based medicines, otherwise known as energy medicines, through the use of personal micro-electronic devices. The domestic pain management market is estimated at INR 2,000 crore. “We have expertise in the wound care and pain management segments through our chymoral and other products which are market leaders and currently contribute about 16% to our turnover. We expect this sector to grow at 15% with therapies which are non-invasive and have little or no side effects,” said director (International) Alok Saxena. GEM specialises in energy medicines which “mimic” the stimulation signals of the body during exercise and in doing so, assist new tissues to form without the requirement for physical activity. “Energy medicine is a term that describes the use of various forms of non-invasive electromagnetic fields to induce electrical stimuli in tissues similar to that produced naturally in response to dynamic loading during exercise,” said GEM Australia director John Anderson. GEM also has presence in China, Europe, Japan, Malaysia, Russia, Singapore, Thailand, the UK and the US and now in India. GEM’s therapies are particularly aimed at osteoarthritis, ageing or degenerative disabilities, musco-skeletal, vascular and other pain inducing disorders. Initially, Elder will be marketing GEM’s USFDA approved product ‘E-cell’ in the domestic market. E-cell is a digital personal medical treatment device used to give pain relief for a range of common conditions. The first product E-cell has been launched in the Indian market through ethical route and is expected to generate revenue close to INR 20 crore by the end of the third year. During the last one year, Elder entered into as many as 8 international alliances bringing in new-age products from various global pharma companies.