New Delhi (PTI): FMCG firm GlaxoSmithKline Consumer Healthcare is looking for tie-ups with several big retail players, including Big Bazaar, to enhance its business of products which are used as medicines and sold without prescription, or over-the-counter products.

"Over-the-counter (OTC) as a category has suffered because of the misconception that all OTC products require a drug licence. The category’s full potential has not been leveraged with modern retail partners because of this misconception," GlaxoSmithKline Consumer Healthcare General (GSKCH) Manager Modern Trade Adityea Kapoor told PTI.

He said the company is talking to several retail players like Big Bazaar, and has already tied-up with South Africa-based Shoprite, which runs a hyperstore in Mumbai.

"We have started this project with Shoprite and now plan on taking this forward with our other retail partners like Big Bazaar to begin with ... We are looking at working with retail partners across geographies," Kapoor said.

The company said it is working with retail players to grow two categories –- antacids and pain balms.

"GSKCH worked closely with Shoprite and drafted a channel strategy for modern trade, where cross-category and checkout placements were identified as an opportunity to create a shopping occasion through impulse buying," he said.