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Cola-type war moves into aspirin

P.T. Jyothi Datta

NEW DELHI, Oct. 29

IN a manner reminiscent of the Cola-wars, pharma company USV Ltd, manufacturer of the Ecosprin brand of aspirin, has taken ``a subtle jab'' at Reckitt Benckiser's Disprin -- even as the latter delays the launch of Disprin CV, its aspirin version of Dispr in that was slated to hit the market in early October.

``Next time when you prescribe a brand of aspirin.....Be sure that you are getting aspirin and not paracetamol,'' points out USV, in a message placed in leading newspapers to inform medical practitioners.

Further, it adds, ``...Because aspirin is Ecosprin and Ecosprin is aspirin. No plus and no minus.''

A seemingly harmless public interest communication, the subtle reference to Disprin Plus, recently launched by Reckitt Benckiser is unmistakable, industry-watchers point out. Disprin had stirred a hornet's nest when its regular aspirin was phased out in the market, prior to the launch of its new Disprin Plus (pain reliever) and Disprin (cold and fever), both of which were paracetamol. This had coincided with major aspirin brands making themselves scarce in the marketplace, following price control makin g it unviable for the companies to produce the drug.

The National Pharmaceutical Pricing Authority (NPPA) had even sought the advice of the Drug Controller General of India and the Monopolies and Restrictive Trade Practices Commission on whether the relaunch of Disprin as a paracetamol, amounted to an unf air trade practice.

According to legal practitioners, consumers looking for aspirin could be inadvertently or intentionally mislead into buying the paracetamol version.

Reckitt Benckiser had, subsequently, undertaken a hi-decible communication exercise to communicate to consumers that Disprin Plus was an OTC pain-relieving drug. With aspirin being an ethical drug, to be sold only on prescriptions, company officials obse rved that there would be no mix-up.

Meanwhile, industry watchers point out that according to the Advertising Standards Council of India (ASCI), ethical drugs are not to be advertised. However, they point out, that USV Ltd may get away with the communication, as it is guised as a public int erest exercise.

Reckitt rethink on brand

Reckitt Benckiser is having a rethink on Disprin CV (cardio-vascular), the aspirin version of its flagship brand.

The company spokesperson told Business Line that they were ``reconsidering'' the issue, given that the launch of Disprin CV is already behind schedule.

On whether revoking the aspirin version of Disprin, only to put out paracetamol versions would not be construed again as misleading, he said Reckitt Benckiser had stepped up production of Colsprin, another aspirin brand from its stable. The relatively sm aller brand, Colsprin had been popularised in the medical fraternity when there was a shortage of aspirin in the marketplace, he said.