ALICE PHARMA PVT. LTD.
Anil Vyas, Director (Marketing Operations, Production) and Alex Fernandes,
Director (Finance, Logistics & Sales) have catapulted Alice Pharma Pvt. Ltd.
to global success with expertise garnered over 24 years, producing top
quality medicines at affordable prices...
There’s a fairytale twist to this entrepreneurial tale. Alice Pharma Pvt. Ltd. - a firm that kickstarted operations at Indore in December 2006 - derives its name from the 1865 Lewis Carroll classic: Alice In Wonderland. Anil Vyas and Alex Fernandes - who worked for different pharmaceutical companies – turned buddies during the course of their work, comparing notes and sharing thoughts routinely.
A year later, they readied themselves for business, green-lighting Alice Pharma from a small office with a modest staff of four. Presently, the firm has spread its business wings globally – expanding to over 30 countries and having a ground presence in 9 countries – consolidating its presence in the genre of generic medicines.
Desire Driven!
AV: “The pharmaceutical industry is a lucrative business, but our mission is also to serve humanity, apart from creating a global, multi-million company.”
AF: “We have seen people suffering from diseases because of non-affordability of medicines and our aim was to provide quality medicines at affordable prices.”
Starting Up
AV: “Initially, we faced hurdles regarding financials and distribution in French West Africa because we were an Indian company. But French West Africa was our domain, so it was important for us to have a French distributor. It took us almost three years to get one.”
AF: “Arranging finance was a problem for us, at first. But we solved this situation from the market itself. In 2007, we got an order for 1,50,000 euros and we got 50% advance on it! That set the ball rolling.”
Alice Aura
AV: “We have production facilities in line with the WHO GMP standards, fully automated state-ofthe-art machinery and full-fledged R & D laboratories. We’ve adopted a three-way approach to get the maximum mileage- branded marketing, generic marketing and business through tenders.”
AF: “Alice Pharma began with mother-child products and with growing demand, we shifted to other products too. Today, we have products in four divisions: Cardiovascular, Generic, Asthma and Critical care.”
Success Secrets
AV: “Dream big… with your eyes open. Change your dreams, if required and don’t give up.”
AF: “Be ambitious, observe the market and do your best.”