Intas is one of the leading multinational pharmaceutical companies. The Animal Health Division of Intas primarily focuses on the well being of animals, their health, productivity, and performance. We got an opportunity to interact with the highly committed team of Intas Animal Health (Mr. Anandprakash K. Kanojia, Associate Vice President). Here are a few excerpts…

1. Give us a brief overview of Intas Animal Health – A Veterinary Division of Intas Pharmaceuticals Limited. 

Intas is a leading, vertically integrated global pharmaceutical company headquartered in India, with advanced expertise in formulation, development, manufacturing, and marketing capabilities. Our success and unparalleled growth lie in the clinical execution of strategic moves in Manufacturing, R&D, Biotechnology, and global business operations.

Intas Animal Healthcare (IAH) business stands among the Top 3 players in India, with leadership status in Ruminant and Companion AH segments and emerging in other species. With a focus on prime quality products, innovative solutions, and enhanced customer convenience, we are fuelled with the mission to deliver Expressions for a Healthy Life across the nation.

We have one of the most diversified product portfolios in the AH segment for Large and Small ruminants, Companion Animals, Poultry, and Aqua. The major categories are Anti-infectives, NSAIDs, Dewormers, Skincare, Feed additives, and Nutritionals.

After venturing into the European markets in 2009, our AH business, today, spans over 35 countries, with an emerging presence in ROW countries. Moving forward, a strong, differentiated, and value-added product pipeline for international markets is our growth driver.

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2. Intas has been closely working with animal health care service providers and veterinary community across the country. How do you think veterinarians have evolved over this period?  

The foremost signs of change in Veterinarians’ outlook are; uncompromised emphasis on continuous veterinary education (CVE), ensuring quality in healthcare services, setting a benchmark for product recommendations, and pursuing field knowledge at the next level. The last decade saw clear spin-offs in species-based interests in AH expertise. In other words, evident rise in numbers of dedicated pet, Livestock, Poultry, Aqua, Equine, and wild-animal practitioners, in metros and non-metro geographies.

The veterinary profession demands greater professional knowledge depth, as a Vet is supposed to deal with the challenge of more biological diversities. With growing animal populations in each segment, a sound technical understanding in the related part has thrust Vets to gain focused domain knowledge. This evolution in outlooks will fetch more promises to animal owners and bridge the gaps to deliver precise healthcare needs, still at large.

3. How do you think mindset of pet owners has changed over time?  

Globally, pet ownerships or typologies are observed at three different levels as a trend. They are Anti-humaniser, Normal Humanising, and Extreme humanising ownerships. Anti-humanisers are the owners who treat pets just as well-cared-for animals. While normal humanisers treat them as family members, and extreme groups treat a pet as a substitute child.

The first segment represents 25-30% of ownership mindset, the second is 60-65%, and the third is at 3-5%. Each level reflects the different mindset an owner enjoys with a pet, which sets link to emotional bond, spending, and investments in pet healthcare.

Indian pet ownership is witnessing a transition from first to next level. Pet owners of India are primarily represented by the first category, overlapped by the middle category. However, the shift in awareness, buying behaviour, and seeking professional healthcare has emerged quickly in metros and other developing cities. Today’s pet owners are digitally connected, net conscious, and quality time spenders, with a higher ratio of disposable income at hand to invest in health and grooming. The take-home point is pet owners are becoming more savvy, demanding, and unambiguous in each category.

4. Intas has the distinction of being recognized globally for its CSR initiatives in Indian Animal Health Industry. Tell us more about the initiatives Intas is taking to discharge its Corporate Social Responsibility. 

Our CSRs have a mission to bring Expressions for a Healthy Life. It’s where our passion begins for a world of good health, happiness, and hope. Our CSR models always aim to promote the science of healthcare at the back. We grab opportunities to serve veterinary fraternity, education, budding Vets, healthcare infrastructure, and animal owners, including farmers! Polivet, Neomec Project Shiksha, Welcome to Clinic, and Anmol Bandhan are the highlights of our CSR programs that met outstanding success and meaningful contribution to different sections of AH Industry.

Polivet is a bi-annual journal with research topics for field Vets, with remarkably high journal ratings and accreditations by recognized publishing societies. Under Neomec Project Shiksha initiative, scholarships are distributed to needy and meritorious students in all veterinary colleges of the country. Welcome-to-Clinic, is about greeting a Veterinarian on his/her first posting on day one at a Veterinary dispensary in rural areas. And Anmol Bandhan is about connecting with farmers (animal holders) and bringing them easy-to-understand basic scientific knowledge to caring for them.

5. At present, various conferences and seminars are being held to educate veterinarians and to get informative insights from them about the changing medical practices. How do you think this is impacting the small animal veterinary practice in India?

Medical science is all about continuous upgrading, learning, and sharpening the saw. Veterinary science is no different. In the last few years offline, and now in Covid times, an onslaught of online CVE has surged impressively. The small animal practice is at a very young stage in our country, and that presents great scope to bring new science and fresh domain knowledge.  

The most crucial impact is access to knowledge of specialties and super-specialties, including cardiology, nephrology, oncology, dermatology, and so on, in both canine and feline practices. Conferences, seminars, and knowledge net-working hubs see the overwhelming presence of young Vets and swamped by phenomenally growing participations. This trend is significant for the growth of small animal healthcare expertise, the health industry, and more professionals interested in delivering quality-focused services. 

6. Could you please tell us more about pet ownership and veterinary practice in the B and C class cities?

Cities from the B and C categories are more happening places. There are interesting intersects between ownership and the healthcare matrix.  

Small cities and towns observe a higher ratio of Large and Medium breeds, just contrasting to A class cities. The delta change of new puppies-to-adopt is much more significant and fast-growing B/C class cities, as time and space are generous in rural geographies. Even city outskirts of A-class are considered B-towns or suburbs, and pet ownership trends are found unique.  

Veterinary Healthcare in small towns is significantly dominated by government mixed practitioners, with still growing number of dedicated small animal practitioners. This difference coincides with product availability and the increasing trend of specialty and super-specialties.

7. What role does R&D play in Intas Animal Health Division Business Model?

We spearhead every endeavour with the power of human expertise, innovative research, and advanced technology, aiming to set new benchmarks in global healthcare continually. Each of our 16 ultra-modern manufacturing sites, including AH product-line, is a testament to our uncompromising quality standards. 

We have more than 600 scientists at our F&D and R&D locations, dedicated to formulation developments, innovations, and new researches. Intas R&D promises excellent formulation stability, new drug deliveries, and new entity developments to human and animal healthcare business verticals.

8. Shed some light on Intas’ future plan for the Indian Pet Care Market.

We are driven by our organization philosophy that fuels our passion – Expressions for a Healthy Life, to build a world of good health, happiness, and hope.  

Indian Pet Care Market is one of the fastest-growing markets in SEA region. We aim to be a dominant player in therapeutic segments of Canine and Feline markets. The Companion Animal health business of Intas aims to strengthen the therapy portfolio, bridge the gaps in specialty and super-specialties through innovative products, and help small animal practitioners have value additions in prescription. 

9. Intas strives on offering newer solutions for companion animals based on platform NDDS technology. Tell us more about it.

We rolled out two NDDS products in the last few years based on our patent Nanoaqualip® technology. With robust R&D and F&D setup at our back, we look forward to introducing more NDDS in the next couple of years in diverse specialties of Small Animal Medicines covering dermatology and few others. 

10. Intas is ranked amongst the top 10 Animal Health Companies in the country. What is your strategy to maintain this stature?

The post-covid market scenario expects to see competition stiffening up, as more players are likely to emerge as part of market consolidation. This will not only open shutters to new opportunities for Vets but also for pet owners to have new picks from shelves. Our strategies will continue to strengthen the strengths we have and drive the growth aggressively. 

Customer engagement through science, operational focus, and product availability in the country’s farthest corner is at the core of our strategies. Managing brands through scientific activities, continuing the knowledge upliftment of Veterinarians, and responsible corporate citizenship will retain our focus as one of the business strategies for the coming year. 

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