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Y. Venkateswara RaoDabur Research Foundation
Overview Overview
Traditional Knowledge
What can be commercialized?
Why Commercialization?
Commercialization - process of commercialization
Benefit sharing:- What is already existing
What needs to be done?
Traditional KnowledgeTraditional Knowledge
• Traditional Knowledge generally resides in the books and also in people’s mind
• Traditional practices can only meet the requirements of limited population
• In certain cases valuable knowledge is present in remote areas without being utilized
What can be What can be commercialized?commercialized?
• Practices (e.g. Panchakarma)
• Knowledge (e.g. may in the form of books)
• Treatment practices
• Products- Prepared by Practitioners- Prepared by Industry
Why Why Commercialization?Commercialization?
• To make Traditional Knowledge & its benefits available to large section of the society
• To convert “tacit” knowledge to “explicit” knowledge
• To be a global player
CommercializationCommercialization
Commercialization to be effective we need to understand
• Consumer angle- needs and demands
• Steps involved in product development
• How to compete globally • Wedding of new technologies with traditional
systems / Processes
CommercializationCommercialization
Consumer angle:
• Understand consumer needs and demands
• Consumer concerns about commercialization of Traditional Knowledge
Consumer- Literature
-Wants relief
Doctor’s Psyche
Doctors-Qualified
- Knowledgeable-High ego
-Analytical mind-Business conscious
No-side effectsclaims
ACTS
Half baked
indications
100%efficacy claims
Educationon Quality
FaithBasedClaims
Peer ReviewedJournals
Multiple Indications
Institutions of Repute
RandomizedDouble Blind
ControlledCT Data
Traditionalusage
Does Not Accept
Level of data
Opinion Makerstalking
World Class
Parameters
Consumer- Literature
-Wants relief
Consumer- Literate
-Wants relief-Value for money-Self Medicates-Prefer Herbals
Easyacceptability
for Herbals
High acceptance ifprescribed by
Doctor
Product Appeal
preference forReputed
CompaniesProducts
Reassurancefor efficacy &
Safety
Convenienceand
Palatability
Poor Presentation
Only faith/Traditional
Usage
AcceptableNot
Acceptable
Consumers’ Psyche
CommercializationCommercialization
Steps involved in Product development
• Screening of ideas / traditional concepts• Concept testing• Raw material source / Product feasibility • Formulation development and standardization• Product testing / Market Research• Clinical study• Regulatory requirements• Launching
CommercializationCommercialization
Concept testing:
• To understand the consumer needs & demands
• To test the concept feasibility
• Also to understand the consumer concerns
CommercializationCommercializationValue addition:
Raw material
- Identification of raw material
- Raw material source
- Standardization of Raw material
- Development of appropriate dosage forms
- Assessment of its stability
- Development of quality parameters in the finished product
- Generating efficacy & safety data
Finished Product
CommercializationCommercialization
Product testing:
It is important
• To understand product characteristics
• To understand product preference
• Enable to improve product
CommercializationCommercialization
Clinical studies:
• Establishment of traditional claims through modern scientific methods
• Ensure the efficacy of the product
• To convince medical fraternity / consumer
• To meet the regulatory requirement
CommercializationCommercialization
Market Launching:
• Success rate of products (e.g.. Chyawanprash)
• Market competition
• Threat from copying / spurious products
Benefit SharingBenefit Sharing
Various forms of benefit sharing:
• Dissemination of traditional knowledge
• Improve the quality of life & Social awareness
• Providing better health benefits to a common man
• Better procurement price
• Royalty sharing
Benefit sharingBenefit sharing
Improve the quality of life:
Case Study: cultivation of medicinal plants initiative taken by Dabur Nepal
Objectives of the study:
• To conserve and propagate the threatened & valuable medicinal plants for socio-economic development
• To develop an infrastructure for the management, marketing and distribution of threatened & valuable medicinal plants through coordinating the individual enterprises, organizations and industries involved in production, use and trading of medicinal plants
Benefit sharing - Case Benefit sharing - Case StudyStudy
Study design:
• Semi-structured in-depth interviews
• Assessment of children, number of visits to the doctor or hospital, perceived health benefits
Benefit sharing - case Benefit sharing - case studystudy
Summary of findings:
• The level of awareness about sustainable usage is very encouraging
• Improvement in the house-hold income
• Improvement in the personal and family health
• More financial security
• Improved nutritional status and education of children
Benefit sharing - Benefit sharing - ProcurementProcurement
• Procurement of Amla
• Procurement from small scale industries
• Girijan societies - honey procurement
M.P Govt.Initiative
Tribals
Forest Corporation
Trader/Industry
Benefit sharing - clinical Benefit sharing - clinical studiesstudies
Clinical studies:
• Establishment of traditional claims through modern scientific studies e.g.: Chyawanprash
• Dissemination of clinical knowledge to the public
Benefit sharing - health Benefit sharing - health benefitsbenefits
• Improvement in the quality of products
• Improve the quality of life • Development of new molecules like “Taxol” through
Eco-friendly technology
Benefit sharing - royalty Benefit sharing - royalty sharingsharing
Arogyapacha Case:
• Initial lead obtained from Kani tribes
• TBGRI developed the technology
• Commercialized to a pharmaceutical firm
Problems in the agreement:
What needs to be done?What needs to be done?
• Incentives to cultivation of medicinal plants
• Promoting cultivation and sustainable usage - promoting industry
• Definite Government policy towards royalty sharing
• Increasing awareness among rural population about raw material procurement and distribution