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‘Wake Up Sid’ proves lucky for PVR
 
UTV’s latest movie Main Aur Mrs Khanna could only pull 50% of the crowd to the theaters but its previous movie Wake Up Sid, a Ranbir Kapoor starter, which was released in theatres on 2nd October is still able to pull in 85% occupancy.

PVR’s first weekend collection for the movie was about Rs2 crore across India and in the Diwali weekend the numbers crossed Rs25 lakh.
 
“On Diwali weekend, especially on Friday and Sunday, we reported 80%-90% occupancy level across India and this movie is holding good in our theaters,” said Prakhar Joshi, head programming, PVR cinemas.
 
The movie produced with a budget of Rs15 crore by Dharma Productions and distributed worldwide by UTV Motion Pictures, was able to garner Rs2.2 crore over the first weekend. The movie also collected about $165,934 in the UK while for the US the collections were $355,532. In the Gulf region the film’s per print average was $9,575. [email protected] 

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Sex sells—in drugs too

Revital and I-pill are the best-selling drugs dislodging perennial favourites, cough syrups and vitamins. Pre-sex and post-sex drugs of Ranbaxy and Cipla are selling at a scorching pace

For years, cough syrups and vitamins used to dominate the list of best-selling drugs in India. But now, for the first time in India, a sex stimulant drug has become the largest selling drug in India. Revital, an over the counter drug from Ranbaxy has dislodged Corex (Pfizer) and Phensedyl (Nicholas Piramal) and is ranked as the largest selling drug in India. Revital, a combination of ginseng, vitamins and minerals, from Ranbaxy had sales of Rs66 crore during seven months to July 2009 and growing by healthy 25%. Given this growth, it is likely to cross Rs125-Rs130 crore this year and will create a huge lead in the pecking order of top Indian drugs. A combination of social and economic reasons has pushed the sales of Revital to a new high: higher disposable income, changing lifestyles and increased advertising and promotion. Ranbaxy has spent heavily on advertisements that turned this product into the highest selling drug.
 
It is not the only the pre-sex drug for men that is hot. The after-sex drug for females has also beaten cough syrups and vitamins. I-pill, a drug from Cipla, used for protection against pregnancy, recorded huge growth and was the second-largest selling drug. Its annual sales are expected to be around Rs80 crore-Rs90 crore. The interesting thing about I–pill is that it is expensive and has even then recorded such massive revenues. This drug costs Rs75 a tablet but obviously demand is huge and price inelastic. Thanks to massive advertisements, I-pill is flying off the shelves. According to industry sources, Cipla has spent Rs20 crore on advertisements for this drug.
 
It is the advertising that may have done the trick for both Ranbaxy and Cipla. After all, the prescription drugs and Indian equivalent to Viagra (sildenafil citrate) like Kamagra from Ajanta Pharma, Caverta from Ranbaxy, Manforce from Mankind, Penegra from Zydus Cadilla and Suhagra from Cipla are nowhere near the top. Only OTC products can be advertised. Those companies selling prescription drugs cannot. The two companies are also spending hugely on media and public relations.
- Dhruv Rathi [email protected]
 
 

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Higher sugar prices impact food products industry
Overall commodity prices, especially sugar prices, have witnessed a correction of about 10% during the past few days. The food products industry, however, said it may not be able to bear the cost pressures despite minor corrections in commodity prices and would have to increase food product prices in the near future.
 
“Everyone in the food business is contemplating the situation as commodity prices do not seem to come down,” said Pankaj Chaturvedi, executive director, Graviss Food Solutions, the exclusive franchise of Baskin Robbins ice-creams.
 
Charturvedi said the global slowdown and higher commodities prices, especially sugar prices, are affecting margins by 2%-3%, which his company has to bear.
 
Other food product companies are also finding it difficult to survive due to cost pressures and may be forced to hike prices in the near future, most possibly after Diwali, said a market source.
 
Baskin Robbins has also tied up with Eros International PLC, for their upcoming movie Aladin and is launching three new flavours based on the movie theme. The new flavours titled “Choc ‘aladin”, “Princess’Delite” and “Ringmaster’s Whip” are based on the characters from the movie.
 
The ice-cream maker, which has about 370 stores across 65 cities in India, plans to add another 100 stores in the current financial year, Chaturvedi added.
–Pallabika Ganguly [email protected]
 

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