MAYADERM

Syndicate 2: Agarwal, Ashok, Alur, Simran, Sujeeta, Sunil

INNOVATION

A water washable cream based ointment for

dermatology treatments
Based on extracts of leaves of Samudra Shosh
Used for treatment of non-healing ulcers and for
multipurpose herbal cream
Advantages
Clinical Ulcers, Bed sores, tropic ulcers in
leprosy, gangrene in diabetic
Non-precriptive Fissures, leg ulcers, burns,
wounds, folliculitis, boils, pimples
Other formulations leucorrhoea anorectal itching,
cracked heals, nasal ailments, nail diseases and red
eye

PRODUCT SPECIALITIES
Non incursive surgery - guaranteed effects
Use of non-allergic herbal no side effect
Simple ointment remedy for autoimmune
conditions
Unique - Healthy granulation, tissue
generation & development of skin
Cost effective multiple ailment - simple to
use

GOVT OF INDIA: POLICIES

Get approval for manufacturing of drug from
licencing authority appointed by Govt of Gujrat
for Ayurvedic (including Siddha) or Unani Drugs
Get approval from Pharmacopoeial Laboratory
for Indian Medicine (PLIM), Gaziabad for sale of
drug
For legal purposes or any controversy, the
Ayurvedic Pharmacopoeia of India, Unani
Pharmacopoeia of India and Drugs & Cosmetics
Act may be consulted.

BUSINESS STRATEGY : OPTIONS

Share the formula and earn royalty
Start own production and outsource
distribution
Outsource production and self distribution
Start own entrepuneurship (self production &
distribution)

MAYA MEDICINES : HISTORY

1998 Started company Mayaderm born
Production Tuton pharmaceuticals
Marketing Self in Gujrat 15 MRs & 2 Area
managers Price Rs 70(25gms), Rs 30(10gms)
Distribution 23 distributors & 1 stockist
2001 marketing channels failed
Continued distribution & sale through stockiest
2012 Atra pharmaceuticals non-exclusive
rights Nationwide launch Price Rs
120(25gms)
Sales mid 2013 20,000 Tubes

PATIENT PROFILE
(REF ASIAN GENERAL OF PHARMA & CLINICAL RESEARCH, VOL 3, ISSUE
2010)

Classification of dermatology patients

Labour - 28%
Students 19%
Farmers 17%
Service 12%
Business 3%
Other occupation 15%
Urban patients 49% Rural 51%
Prevalence 10 -20% of total OPDs for skin/ dermatology
Prevalence of disease : Acne or pimples (14%), Eczema (8%), Nonsp
ecific infections (11%), Hyper pigmentation (7%) and Alopecia (9%), derm
atitis (5%), Burns (2%), Dandruff (4%), Scabies (5%), Allergy (6%), Ich
tyosis (4%), Phrynoderma (3%), Folliculitis (2%), Psoriasis (6%), Vitiligo
(3%), H. Zoster (2%), Flup cox (5%), Seborrhic dermatitis (5%), Sclero
derma (2%), Milaria (2%), Comedous (2%), Atopic dermatitis (2%), Intertrigo
(5%), Urticaria (3%), Dermatophytosis (2%)

TREATMENT:MAYADERM
Ser
No

Diseases treated with

surgery

Diseases without surgery

01

Infection -45.7%

Non-infectious 54.3%

02

Scabies 20.

Acne - 12.4 -14%

03

Tinea - 10.7%

Dermolisis - 9.8%

04

Impeligo - 3.6%

Eczema - 7.1%

05

Folliculitis - 2.2%

Insect Bite - 3%

06

Pyoderma - 1.8%

Ureticania - 2.7%

07

Boil - 1.3%

Psoriasis - 2.7%

Note : No. of patients found with diseases which can be treated with Mayaderm - 450

MARKETING STRATEGY

Market profiling (assumptions):

6.5 crore population
3 Lac patients/day for OPD
10-20% account for dermatology patients/year
Approx 45000 patients/day for skin
1.125 Crore patients/year
Targeted patients 2,00,000 /year
25 gms /patient 2,00,000 Tubes/year
Total production of Mayaderm for Gujrat 8000Kgs/year
Total sales 2 Crores

PHARMACOECONOMICS
(REF ASIAN GENERAL OF PHARMA & CLINICAL RESEARCH, VOL 3, ISSUE 2010)

Out of dermatology patients:

61% spent - Rs. 10 per day
30% spent Rs. 11 to 20 per day,
6% spent up to Rs. 21 to 30 per day
1% patients spent Rs. 41 to 50 per day
for the treatment of skin complications
45000 patients/day spent Rs 5.6 lac/day on
skin care/treatment
Targeted sales of Mayaderm Rs 11200/day

FINANCIAL MANAGEMENT
Total sales - 2 Cr/year(MRP Rs 100/tube)
Production cost ( Tutan) 1 Cr/year(50%)
Distribution cost(??) 30 Lac/year(15%)
Marketing cost(??) - 30 Lac/year(15%)
Margin
- 40 Lac/year(20%)

MAYADERM: MARKETING STRATEGY

Mayaderm as multi-purpose product

Concentrate in Gujrat for initial 1 year
Raise capital through Bank loans/angels
Target market in two channels
- Retail grocery shops(70%)
- Pharma/Chemist shops(30%)
Advertise through print media (news papers, pamphlets, TV
network), electronic media (internet), Medical seminars,
Exhibitions 30 Lac
Use existing Stockist and distributers 30 Lac
Subsequent expansion nationally with the help of venture
capitalist
Depending on success, plan to expand globally , Explore the
possibility with German firm for Joint Ventures

Thank You