Revitalizing a
stagnant portfolio.
A Top-10 Indian pharma division. 70% mature portfolio. Near-zero extra-urban coverage. What happened in 18 months.
The anatomy of
a turnaround.
Top-10 Indian Pharma Division
A large, well-established division where 70% of the brand portfolio was classified as mature or tail-end. Despite strong legacy equity, these brands received <10% of the total field-force attention — leading to stagnation in urban markets and near-invisibility in extra-urban India.
A ₹168 Cr Blind Spot
Internal analysis showed the mature portfolio had substantial untapped potential — particularly in Tier 2–4 cities — but the traditional urban-heavy sales structure could not economically service those markets. Any new in-house field force would carry 3–4 years of sunk costs before breakeven.
3D Delta Field Force Model
Medstry deployed a dedicated Delta Field Force — young pharmacy graduates from Tier 2–3 cities — mapped directly to high-potential extra-urban markets. HCP Connect, Digital Connect, and Channel Connect were activated in parallel, all under a performance-based revenue-share commercial structure.
Mature Portfolio → Growth Engine
Within 18 months, the previously neglected brands became the division's fastest-growing cohort. Availability in target chemists crossed 90%+, prescription growth turned positive across the portfolio, and the client realized 40–50% OPEX savings vs a traditional in-house field build — with breakeven in 1–2 years rather than the usual 3–4.
"Every mature brand deserves dedicated attention and strategic investment. We make it economically viable through innovative talent deployment and performance-based economics."Inderjit Sood · Co-Founder & Managing Director
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