Topic: Novartis

FMCG Lessons for Pharma

 By Meenakshee Sinha and S. Arunachalam What were the key success factors for Arogya Parivar, a bottom-of-the-pyramid initiative by Swiss pharmaceutical major Novartis? In this article, Meenakshee Sinha and Professor S. Arunachalam present a replicable fast-moving consumer good blueprint for rural marketing based on the Arogya Parivar experience. The Transforming Pharma Landscape In the past century, scientific breakthroughs and economic development enabled pharmaceutical …

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Novartis in India: Innovation versus Affordability

Professor Anand Nandkumar of ISB, Professor Charles Dhanaraj of Kelley School of Business, along with Mridula Anand, trace Novartis’ prolonged tussle with the Indian patent regime to get its cancer drug, Glivec, patented in India. The case is set against the backdrop of the Intellectual Property Appellate Board declining Novartis’ patent application on the grounds that the cost of the …

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