Good Health Can’t Wait.

Corporate Overview Annual Report 2014 - 15
Venezuela is a
country blessed with rich oil
and gas reserves. Its citizens
have been largely prosperous
and the economy strong.
All that changed in 2014 with
a steep drop in the global
oil prices – the key income
stream of the Venezuelan
government.
141%
Registered growth in units
Coupled with other events, this led to
a steep decline in the situation, and
a scarcity of essential commodities,
including medicines. So sudden was the
change, that citizens did not even realize
that this was happening.
For Dr. Reddy’s it was a time to
demonstrate our commitment to the
purpose and values of our organization in
Venezuela, and to the millions we served
for 15 years. It was a challenging situation,
especially because we had to understand
the nuances of market behavior in the
context of the socio-economic conditions.
We were able to read the situation and
get early indicators, regarding specific
availability issues.
Putting our organizational capabilities
to use, we were the first to respond
to the needs of patients and our
channel partners. We ensured that our
products were available to patients,
where required, through independent
pharmacies, retail chains and insurance
pharmacies. We received solid support
from our back-end and supply chain
management, to first understand the
need and then
respond with agility
and speed.
Therefore, when
availability became a
critical factor in choosing
a brand, we had a natural
advantage. We were able
to reach out to many more
patients in the year. Our effective
planning gave us a minimum lead
time saving of three to four months
on an average.
As a result, we emerged as the
fastest growing company
in FY2015, registering a
141% growth in units.
Our reputation as a
reliable provider
of medicines such
as Zovanta,
Plagril, Omez®
and Olanzapina,
helped us become
a partner of
choice for medical
professionals.
Emerged as the fastest growing
company in FY2015 despite unfavorable
market conditions
Reliable provider of Zovanta,
Plagril, Omez®,
Olanzapina
We supported this
reputation with regular
information dissemination
regarding availability and
promotions.
This was appreciated, and
served as an assurance to
doctors and pharmacies in
serving patients.
17