Innovative healthcare product design and financial returns: evidence from an Indian pharmaceutical company

The case focuses on Glenmark Pharmaceuticals Limited's innovative marketing strategy behind the launch of a contemporary healthcare brand 'FabiFlu', the generic version of Japanese anti-influenza drug Favipiravir for the treatment of novel coronavirus infections. There are two dimensions to the novelty of this case. This case discusses Glenmark's clinical trials and innovative activities that enabled them to launch India's first COVID-19 drug. Additionally, the case illustrates how FabiFlu captured the number one spot in the domestic Indian pharmaceutical market in April 2021, with sales of 3.5 billion, and was recognised as the top-selling brand in the Indian pharmaceutical retail market. The study also provides some insight into how to deal with time-series data concerning trend analysis of the R&D investment of the sample company incorporated in this case study.