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The Indian Pharmaceutical Industry meets 95% of our nation's Pharma needs. From the year 2005 onwards, India has to follow the WTO (World Trade Organization) norms and TRIPS (Trade related Industrial property rights). The opportunities that faces the industry is stupendous and it is in the hands of the management of Indian Pharmaceutical Industry to "Prepare their Organization" to face this challenge.
As a backdrop let us quickly look into the Indian Pharma Industry in general.
The total number of companies operating                               -->    24,000.
From the organized sector                               -->                               300
In small-scale industry                               -->                               15,000
Without any economics of scale                               -->                               8,700
Number of people employed in Pharmaceutical Industry                               500 Thousand
Number of jobs generated in Pre and Post Production sectors                               2.5  Million
Total turn over                               -->                               5 billion US # Expected by 2005          -->      >7 billion US #
Expected by 2005                               -->                               >7 billion US #
From Patented Drugs                               -->                               >5.5 billion US #
From Generics                               -->                               >1.5 billion US #

The above data shows us that the opportunities that were available for the Indian Pharmaceutical Industry in the year 2005 is huge, as they continue to grow now in 2006. But are we looking into the opportunities available to us in the real terms and preparing to face the challenge?

The industry that once thrived on reverse engineering technique is to day poised in expanding basic research. We are trying to have some Global presence with our exports and hope to achieve the same from 2005. How do we really target our growth for the future?

The growth for our future can come from 4 different areas.
1. Therapeutic segment wise growth. Are we now focusing on the Living style segment of Cardio-vascular, CNS, and anti diabetic segments which are growing today than concentrating on anti infective, vitamins etc? (A list of all therapeutic segments is enclosed).
2. Are we preparing to increase our Generic presence?
3. It is expected that by 2007, in US alone due to drugs coming out of patents, US # worth 45bn Generic drugs could be made available. Are we looking into this opportunity?
4. The forth growth area could be out sourcing in the fields of R&D and manufacturing. Are our companies gearing up to this opportunity and preparing themselves for this kind of Growth?

Based on the above facts one can safely conclude that the scenario is bright for the Indian Pharmaceutical Industry to face WTO and TRIPS. But how many of the 500 thousand people employed in the Industry know about this? How many companies' management have really bothered to educate their employees? Education gives "Knowledge" Knowledge generates confidence. Confidence in the industry where one works boosts the efficiency levels. That means that the employee is sure of his/her KRA (Key result areas).

Let us now examine as to how we can increase the KRA of employees. The answer lies in the ASK principle :

A - Attitude
S - Skill
K - Knowledge

Now it is for us to understand these a little more than what we perceive them to be.

Knowledge of :

Indian Scenario
World scenario
Services available and to be developed
Tasks for today, tomorrow, 2007, and 2010.

His/Her job
Company expectations from the personnel
Family expectations from him/her
Self-expectations and his/her competency levels. Etc.


Self-development areas: Personal Effectiveness Transformation, Effective communication, Integrity, Commitment, Analytical, Planning and Creativity etc.

Professional development areas: To excel at the current level, to prepare for tomorrow and face global competition of 2006 to face WTO norms and the MNC.

Attitudes :

Positive attitudes needed at the current level, the past experiences and how to overcome them, right attitudes for the future, Increased self confidence levels, Foresight, Being a team builder and a team player etc.

When attitudes change expectation changes. Motivation sets in. Efficiency increases, Productivity goes up. What is the role the management of the Indian Pharmaceutical Industry doing, small or big, medium or large? No doubt the larger National and Multinational organizations are gearing up. How about the rest? Are they getting their acts together?

This actually calls for Managing Change. Managing change is not only the area of concern for Senior Managers or Board members but in the current scenario for all mangers, workers and staff. Each one involved has to use his area of influence to reduce the area of concern. So it is now time for us to look into How to Manage Change?

Change Management :
* One adopts to change by seeing what is changing and how it is changing.
* Estimate the likely outcome, plan ahead and act accordingly.
* What is planning? Is it not developing alternative strategies and finding out the best of the available options?
* Success of managing change depends upon the employee's commitment to company.
* What benefits the company must be seen as benefiting the employee.
Next comes the question as to how we are going to achieve this. There are 7 areas of concern that we have to take care of.
1.Directing and managing change : Those who govern and who lead the enterprise take decisions. Some body said that change is the only thing that is permanent in life. Look at the world as to how it is changing. Attitudes and perceptions, generations and changing belief, delinquency and crime, obesity and hypertension, nucleus families and home for the aged are all things of today. In addition the impact of technology is also having a large measure. We now live in a time of change, time of accelerating change. Can we adapt to the change that we are foreseeing? That is where Directing plays an important role.
2. Policy decisions : The following factors have to be considered while taking policy decisions.
  State your aim.
State present position
Evaluate opportunities.
Review strengths and weaknesses.
Desire alternate strategies.
Decide best strategy.
Set targets or Goals to reach:
  List the best of strategies.
Prepare forward plan
Institute controls.
Give and collect feedback.
3. Implementing policies: (after understanding the implementation pitfalls) : Ensuring that the policy seeps through the various levels of an organization is the organization's responsibility.
4. Effect of style of management : The areas to be covered here are
  A. Leadership
B. Delegation
5. Setting the right targets and choosing the alternatives : This should ensure total agreement to target, appraisals, rewards and recognition.
People do not resist change for the better that benefits them. They are likely to resist change from above which does not benefit them and which may make work and life more difficult and less rewarding. The essential tips for managing the complex and difficult change process have to be adhered to while following the 12 Golden Principles of Managing change.
Therefore the organizational preparedness while looking ahead of WTO norms and TRIPS is in
A. Understanding your organization
B. Understanding your vision and mission
C. Understanding the changing Global scenario
D. Understanding YOUR PEOPLE with whom you work and WHO WORK WITH YOU.

All this and much more is possible by proper training that you offer to your employees at various levels in your organization. The training that is imparted should be to enhance their Knowledge levels, enhance their skill sets and bring in the right positive mental attitudes.

About the author: The author Mr. V.Ramprasad is the President & CEO of Smart Trainers and Consultants. You can reach him by email at ceo@smarttraining.in

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