Tough competition for Pfizer Viagra in India

New Delhi: Pharma giant Pfizer has launched Viagra in the country, seven years after it hit stores worldwide. But will the original Viagra sell?

The cost factor is something buyers might worry about. With Indian companies flooding the domestic market with generic copies after Pfizer's US and European launches, the company was reluctant to introduce Viagra in India.

There are between 20 to 40 local versions of the drug floating around, most of which are available at much lower prices.

In fact, India has generic versions of the pill from Zydus Cadila, Sun Pharma and Alchem, which contain the same ingredient since 2001.

The little blue pill costs Rs 594 for 100-mg and the desi versions cost between Rs 90 to Rs 120 for a strip of four.

Viagra is mainly prescribed for erectile dysfunction. The main ingredient in the magic blue pill is Sildenafil Citrate.

Sildenafil Citrate was initially researched to treat cardiac problems and is still prescribed to relieve certain conditions.

The chemical blocks the PDE-5 enzyme, which in turn increases blood flow to the penis. This results in averting erectile dysfunction that is usually due to lack of blood to the area.

Industry analysts feel the curiosity factor has induced the high turnover of Sildenafil brands despite the presence of over 10 players in the market.

The anti-impotency pill is now a household name, but even people in metros like Delhi find it embarrassing to talk about.

Viagra has been called everything from an aphrodisiac to a party drug. "It's a sex drug, I wouldn't use it, I don't need it," a youngster in Delhi said.

But will people come out and buy it in the open? Pfizer is eyeing a significant share of the Rs 1 billion market for remedies for erectile dysfunction, within a year.

Viagra is supposed to be sold by prescription only as it has some serious side-effects, especially when combined with nitrates, that are commonly part of heart medications.

There have been reports of heart attacks and even deaths after the drug was taken.

More commonly, side effects include headaches, abnormal vision, including blurred vision or vision with a colour tinge, diarrhoea, rashes, dyspepsia and rhinitis.

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