Achin Gupta of Cipla: Balancing 90 Years of Legacy with Innovation

This year marks a significant milestone for Cipla as the company celebrates its 90th anniversary. Achin Gupta, the global Chief Operating Officer, described Cipla metaphorically as a “90-year-old startup.” This statement highlights the pharmaceutical giant’s challenge: balancing its rich heritage with the dynamic changes in a sector that is increasingly influenced by digital consumers and emerging wellness trends.

While Cipla has a strong market presence, it often remains under the radar in India’s brand landscape, particularly when compared to newer wellness brands that emphasize storytelling and accessibility. With increased global competition and the need for innovation, Cipla is actively adjusting its brand narrative.

For the fiscal year 2025, Cipla reported a revenue of ₹27,548 crore, a rise from ₹25,455 crore the previous year. Their profit before interest and taxes climbed to ₹5,273 crore, up from ₹4,106 crore, indicating robust financial health.

Transforming Respiratory Care

A significant achievement for Cipla occurred with the success of Foracort, its respiratory product, which was named the top-selling pharmaceutical brand in India in 2023, according to IQVIA rankings. This milestone is particularly notable in a country where respiratory issues are often stigmatized. Gupta noted, “In cities, respiratory conditions are still considered taboo.”

Despite its long-standing presence in this category, the changing perceptions are relatively new and primarily driven by Cipla’s marketing efforts. Campaigns like Berok Zindagi and Breathefree aim to normalize the use of inhalers. By shifting the conversation towards therapy adoption, Cipla aspires to connect more deeply with consumers outside of clinical settings.

However, Gupta emphasized their cautious approach to branding. “In pharmaceuticals, many successful brands are product-focused rather than company-focused,” he explained.

OTC and Wellness: Navigating Challenges

Cipla is now the second-largest player in the Indian OTC market. Products such as Nicotex, Omnigel, and Cipladine lead in their categories, yet many consumers do not associate them directly with Cipla. This strategic decision aims to create relatable character representations rather than relying on celebrity endorsements, particularly targeting consumers in smaller cities.

This approach presents challenges, as the lack of brand recognition can hinder Cipla’s equity among health-conscious consumers compared to younger, direct-to-consumer brands that thrive on lifestyle marketing.

Expansion Efforts Amidst Existing Challenges

Currently, Cipla secures 42% of its revenue from India, treating South Africa and the U.S. as additional “home markets.” The company reported $934 million in revenue from the U.S. last year, primarily from generic respiratory medications. Gupta also mentioned that expanding into emerging markets in Europe is a future focus.

The larger strategic vision involves positioning Cipla as more than just a medication provider. Products like Cippoint, a diagnostic kit, and Spirofy, a portable spirometer, reflect Cipla’s ambition to integrate diagnostics and patient care, emphasizing a comprehensive healthcare approach.

However, Cipla must address long-term challenges related to quality consistency and counterfeit drugs prevalent in the Indian pharmaceutical market. “We must continually enhance our quality,” Gupta noted, while acknowledging the potential for innovation amid shifting patient expectations.

With the attention on GLP-1s like Ozempic growing in the obesity treatment market, Cipla is keenly observing this segment, although it has not yet launched related products in India. “It remains a significant area of interest,” Gupta stated.

Cipla’s brand narrative is still evolving. While it became an early player in India’s pharmaceutical landscape, it now faces the necessity of adapting to a competitive market where reputation and trust are crucial yet insufficient for sustained visibility.