All over the world, the price of medicine and health care is going up. The people living in developing countries are suffering because of this. At the same time the profit of many pharma companies operating in developed countries is going down. This is a classic industry situation which is crying for value innovation. In this situation one company that stands out is Khatore Pharmaceuticals and it's blue ocean strategy to sell Kamalahar to its buyers.
Over the past 12 months it has expanded its reach to many noncustomers. Many first and second tier noncustomers who were either rejecting the current offering or are looking for a better alternative to their liver problem have moved to Kamalahar. The next 10-12 months will be very crucial to make Kamalahar blue ocean strategy successful.