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Burnol, Lifespring and now Lemolate; Dr. Morepen’s Brand Basket Grows

27-June-2002
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Burnol, Lifespring and now Lemolate; Dr. Morepen’s Brand Basket Grows

Yet another strategic move from Dr. Morepen Laboratories happened yesterday when it acquired Lemolate- the premium cough and cold brand of Yash Pharma Laboratories Ltd. Lemolate was the third acquisition since May 17th, when it acquired the antiseptic brand Burnol and forayed into retailing by acquiring a 95% stake in Lifespring, a chain of health and beauty stores.

Speaking on the latest acquisition, Sushil Suri, CMD, Morepen Laboratories Ltd. said, “As a strategy, we decided to enter this category with one of the forerunners to expand the Dr. Morepen’s basket of health products, therefore carrying its brand promise of ‘Health in Your hands’ further. The inherent strengths of the brand combined with our marketing strengths, will help us achieve high volumes and growth.”

The recent moves of acquisitions hint on Dr. Morepen’s strategy to grow by leveraging the strengths of the already well-known premium brands in the Indian market. Look at Burnol for instance, or even Lemolate; both are well-known and well-positioned premium brands and both provide Dr. Morepen, the potential of greater volume as well as value growth.

Overall, the acquisitions would not only broaden the product portfolio of Dr. Morepen and provide it with the benefit of established brands, but also help it extend its distribution network to the Northern and Southern parts of India thereby increasing its market share considerably and consolidating its position in the markets.

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