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Bayer India in marketing tie-up with Indo Biocare

Our Bureau

MUMBAI, Aug. 13

BAYER India Ltd today announced its a marketing tie-up with Baroda-based Indo Biocare Pvt Ltd for distributing animal healthcare products.

Through this tie-up, a broad range of products including Baytico, Asuntol WP 50, Catosal, Negasunt, Bayrocin, Drontal Plus and Bolfo spray will be introduced in the livestock and companion animals segments.

As per the agreement, Bayer India will manufacture the products in India and the sales and distribution will be handled by Indo Biocare.

Speaking to reporters, Mr Graham Dick, Global Head, Livestock and Poultry business, Bayer AG, said that the Indian animal health industry, valued at Rs 840 crore, was growing at 12-15 per cent annually. It, therefore, made sense for Bayer India to intens ify its presence in this market.

Bayer India has two production sites, one in Ghaziabad and the other in Thane where the products will be manufactured. According to Mr Rajesh Agrawal, General Manager, Business Development, Bayer India, the company plans to launch about four products in the phase I of the tie-up.

``We have six products in the livestock segment of which five are in the market and one is to be launched. And in the companion animals segment, there are eight products, out of which three will be launched.''

Indo Biocare also has a tie-up with Lohmann, Germany in the livestock and companion animals segment and with Eli Lilly's animal health division, Elanco, for poultry products.

According to Dr T.G. Chandramohan, Chief Operating Officer, Indo Biocare, the company expects to garner net sales of Rs 22 crore for the year 2001-02.

Mr Dieter Kambeck, Chairman and Managing Director, Bayer group companies in India, said that India was the next emerging market after China for Bayer AG. Hence, investments by Bayer will increase in the next two to three years.

The company is also considering a restructuring plan of its operations in India. ``We are looking at consolidation and a slimming down of our operations so to create a more effective environment.''

He said that the restructuring would be an entirely in-house operation with ample support from its parent company Bayer AG.

Bayer has seven group companies in India which include Bayer India Ltd, Bayer Industries Private Ltd , Bayer Pharmaceuticals Ltd, Bayer ABS Ltd, Bayer Diagnostics India Ltd, Bayer Sanmar Ltd and Bayer Indian Syntans Ltd.

Pic.: Mr Dieter Kambeck, Chairman and Managing Director, Bayer India Ltd, and Mr Ramesh Vangal, Chairman, Indo Biocare Pvt Ltd, at a press conference to announce a strategic marketing tie-up for animal health products held in Mumbai.

Picture by Paul Noronha