Mr Sukumar: Total Probiotic-based products market is estimated to be $60 mn and Vibact is a $4.6 million (Rs 26 crore) brand, showing a growth of 21 percent (source: AIOCD Feb MAT 2012). We plan to introduce Vibact IBS by the end of this year. The pricing of the product is still under consideration and will be finalized in due course.

What are the expectations of USV with Vibact IBS in terms of market capture and acceptability?

Mr Sukumar: Brand Vibact of USV is one of the leading probiotics in the India market. We will further entrench our position in the probiotic market by promoting Vibact-IBS as the product of choice for treatment of IBS symptoms. Our aim is to rapidly penetrate the market and garner prescriptions for Vibact-IBS and make it the leading product in this category.

What made you choose USV over your previous distributors such as Aristo Pharmaceutical or Ranbaxy?

Mr Oredsson: USV is a very strong probiotics company in India through their Vibact brand, and they have seen the potential in our product and believe in it. The distribution agreements in India with Aristo Pharmaceutical and Ranbaxy were entered into through Probi's international partner Institut Rosell and they will continue to remain in force.