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Encube Ethicals enters Indian consumer market with Soframycin

Encube will be unfolding a series of initiatives including investing in sales and support manpower, branding and communications campaigns, digital outreach, and awareness programmes

Encube Ethicals has entered the Indian consumer market with its recent acquisition of Soframycin from Sanofi. Encube is entering into the Indian B2C market for the first time and will be setting up a PAN India network, leveraging and building on Sanofi’s existing network.

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With this acquisition, Encube is taking its first step towards addressing the Indian market with its labelled products. Currently, the brand is sold through a network of more than 3000 distributors and 550,000+ retailers across the country, and it is already well entrenched in the Indian household and minds.

Mehul Shah, Founder and Managing Director – Encube Ethicals, said, “We will leverage our world-class large-scale manufacturing and a robust distribution network to make the product available across the country, in the remotest corners. It is one of the most affordable options available and enjoys the trust of prescribers, distribution partners, retailers, and patients alike. We are building a portfolio and you will see this franchise grow in near future.”

Over the coming months, Encube will be unfolding a series of initiatives including investing in sales and support manpower, branding and communications campaigns, digital outreach, and awareness programmes, which will help the brand not only further enhance the mindshare of consumers but also grow the topline for the company.

“Encube’s will use its robust manufacturing capabilities and distribution network to make the product available in several parts of the country where there is strong growth potential. We will also invest in a sales team and digital platforms to communicate the product benefits to the right audience,” added Shah.

Encube will bring new life to the product with a strong sales team coupled with digital tools and a platform, for improving the communication on why this brand continues to work much better than other options for the past 50+ years. Soframycin Skin Cream has a legacy of more than 50 years in India with a vast distribution network and strong brand recall.

Encube is the manufacturer of Soframycin Skin Cream for 20+ years and will vertically integrate upwards to have a front-end B2C presence in India. The company had also acquired, other legacy associated brands Sofradex, Sofracort, Soframycin-Tulle for the Indian market along with Soframycin recently.

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