Medical Plastic Data Service Magazine



Our 31st Year of Publication
Page  1 of 1


Global Market - Medical Devices

Marketing Strategies By The Indian Medical Devices Exporters : A Detailed Study

Mr. Amit Dave,
M. Pharm, MBA,
Former CEO - Brazil Operations/ Vice President Export – Zydus Cadila/Claris Lifesciences

By a pleasant coincidence, the author happened to come across a Ph D thesis written by Mr. Abhishek Agrawal, a doctoral research student from GLS University, Ahmedabad. Mr. Agrawal, under the guidance of Dr Hitesh Ruparel, has done some pioneering work on the subject of marketing strategies followed by the Indian medical devices industry organizations. The study finds very useful information about promotion models, distribution set ups and pricing strategies followed by the Indian medical device exporters. Seeing high relevance of this study to our main focus of overseas market development, it will be appropriate to break our pattern of writing about country-specific export tactics and cover the findings of this doctoral thesis in the current issue of MPDS, for the benefit of our readers.

Sample size and description for the research

The research scholar has collected data from 163 medical devices companies of India through his own follow up. Some published databases state that there are approximately 800 to 1000 medical devices companies in India, our learned readers know very well. Out of close to 1000 numbers of total universe, covering a sample size of 163 (16 %) is a significant number statistically giving fair authenticity to this study.


The companies selected in the study had a reasonable export turnover. Distribution of this sample of 163 companies based on their export turnover is as below-

Exports Sales turnover in Indian Rs Number Percentage of sample size
Not exceeding Rs. 25 lakhs 11 6.7
Rs. 25 lakhs to Rs. 5 crores 49 30.1
Rs. 5 crores to Rs. 25 crores 35 21.5
Rs. 25 crores and above 68 41.7
Total 163 100.00


One point must be noted that the companies covered were selected across all the sub-sectors and the information is not restricted to a specific area of this heterogenous universe of medical devices.


Data collected was through questionnaires to the people responsible for export or a top executive of the company. Again, this gives authenticity to the data.


Which promotional channels are followed by Medical Devices Exporters?


Some of the finding will match with the observations and experiences of our esteemed readers who are involved in export of the products and have hands-on experience of export, and that, again, is a proof of authentication.


The study clearly states that a very large majority of the companies confirmed that their organization follows international trade fair as the most common means of international trade and product promotion. The number is overwhelming 97%! One to one meeting with clients abroad comes at close second, with 92.6%. These means are not exclusive and so, there may be overlapping methods used simultaneously. The total of percentages for each response will not total to 100% due to this reason.


Digital marketing, a marketing tool of today’s era, including social media and B2B portals comes as a common means with 81 % respondents accepting its use for overseas promotion and client contact.


This thesis also mentions very interesting study about overseas Distribution channels and Pricing models being adopted by the Indian export oriented Medical Devices companies. We will see those findings in the next article but let us dwell on the international trade and meeting with clients abroad models a bit more today in this article.


In this regard, support from the Government for these investments is summarized below.


Government support for international trade fairs and overseas meetings


The portal All Schemes for MSME | Ministry of Micro, Small & Medium Enterprises displays a link where in a circular, it is mentioned that there are schemes already in existence under the aegis of the Ministry of MSMEs which sponsors MSME business delegations to other countries for exploring and improving market of MSMEs products. Participation by Indian MSMEs in international exhibitions, trade fairs and buyer-seller meet in foreign countries as well as in India, in which there is international participation are also covered in the sponsorship scheme.


The scheme provides financial assistance of up to 95% of airfare and space rent of entrepreneurs. Assistance is provided on the basis of size and type of the enterprise. It also provides assistance for common expenses of delegation like freight & insurance, local transport, secretarial/communication services, printing of common catalogue, etc.


Criteria for qualification, process for applying for these expenses and supporting documents required for this application are also detailed in this circular. A detailed study of the circular is recommended for the readers. Such applications need to go through an Industry / Enterprise Association or an organization associated with promotion and development of MSMEs. The application needs to go through an online route or in physical form for seeking financial assistance, in the prescribed format to the Director (International Cooperation), Ministry of MSME, Udyog Bhavan, New Delhi.

Back | Back to Top  | Previous