With the pan-India launch of Softovac, pharma major Lupin Limited (Lupin) has made a foray into the over-the-counter (OTC) segment under Lupin Life Consumer Healthcare. 
 
Softovac is a bowel regulator made with 100% natural actives such as isabgol, sonamukhi, harad, mulethi, gulab dal (ingredient), amaltas, and saunf -- ingredients known to providing effective relief from constipation and irregular bowel habits, Lupin said in a statement.
 
The brand has signed actor Anil Kapoor as a brand ambassador for Softovac who features the product in the television campaign currently on air. This is supplemented by print and digital campaigns, below-the-line and point-of-sale activations, as well as outreach with key stakeholders in the health care industry.
 
Speaking on the development, Nilesh Gupta,  managing director of Lupin, said, "The OTC segment is one of the fastest growing segments in the Indian pharmaceutical market. This, combined with our capabilities and expertise in this space, makes it a lucrative business opportunity for Lupin. Our long-term strategy is to have a portfolio of new products as well as offerings like Softovac, all of it aimed at addressing the unmet needs of patients and contributing towards their well-being."
 
"Constipation is considered a topic not worth talking for a majority of Indians. While many do not consider it a 'serious' problem and tend to ignore it, studies report that one out of four Indians feel constipated, which affects their daily routine and productivity." said Anil Kaushal, head, consumer healthcare business, Lupin. 
 
He further added, "For over 30 years, Softovac has been a product of choice for many patients who suffer from constipation. Considering the widespread prevalence of this condition, the shift from prescription to OTC has made it more accessible to those who need it the most."
 
Softovac is available in a pack of 100 grams with two variants, regular and sugar-free. The product is available at leading chemists and pharmacies across India.
 

Meanwhile, Lupin's share closed 0.39% down on the BSE.