Genimen Pharmacon is the only company in India that holds KFE license.
Genimen Pharmacon is an Indian based biotech company developing a natural and unique nutritional ingredient from kiwifruit. Genimen Pharmacon stands for bioactive compounds from fruits as the word Genimen means Fruit / the Product whereas Pharmacon means biologically active substance.
Genimen is currently seeking funding for the implementation of the development plan leading to an FSSAI approval of health claims and full market access. The development is expected to continue to be supported by public funding. Genimen is extensively trying to raise the fund that provides funding for its corporate activities through 2015.
Going forward we need to forth set our strategic plan in taking the KFE to the end consumers. We welcome rational investors in aiding us financially to take things ahead from here.
1. Genimen Pharmacon Pvt. Ltd
Address: 11/5/1A, Ram Krishna Das Lane,
Kolkata-700009,
West Bengal,
India
Webpage: www.genimenpharmacon.com
Email: genimen.pharmacon@gmail.com
Mobile: 8334080000/8582806092/9836592580/+44 7741353824
2. About Us
Genimen Pharmacon stands for bioactive compounds from fruits as the word.
Genimen means Fruit / the Product whereas Pharmacon means biologically active
substance.
Genimen Pharmacon was formed by young Entrepreneurs who share a common
belief that as much as it is important in healing people it is equally important in
preventing the disease. The most significant idea which gave birth to Genimen
was to work with products which can have significant effects on human health.
Genimen Pharmacon focuses on cardiovascular disease (CVD) as it is the number
one cause of deaths throughout the world
3. Analytical Purview
Hypertension has been identified with the most significant
CVD risk factors for causing diseases like Cardiac
Infarction, Stroke and Renal Failure. Hence, hypertension
has been coined the term ‘The Silent Killer’.
Fig1 the 10 Leading causes of death in the world (2012) Fig 2 the projected mortality trend
Global death rates taken from WHO (World Health Organization)
4. Cardiovascular Risk Factors
12 factors that increase the risk of Heart Disease and Heart Attack:
High Blood Pressure
High blood Cholesterol
Platelet hyperactivity
Obesity and Overweight
Diabetes Mellitus
Life style factors
Physical Inactivity
Tobacco Smoke
Stress
Alcohol
Diet and Nutrition
Age
5. Key Facts and Collaborations…..
Genimen Pharmacon has collaborated with Inven2, Oslo Norway
(www.inven2.com), owned by the University of Oslo and Oslo
University Hospital, Norway's largest and leading university and
hospital representing pioneering research. Genimen Pharmacon
has been given the license to manufacture and develop the
internationally patented cardio protective factors present in
specially isolated Kiwi Fruit Extract (KFE) for its commercialization
in India.
Genimen Pharmacon is the only company in India that holds KFE
license.
6. Professor Asim Duttaroy (www.asimduttaroy.com) at the
University of Oslo isolated a specific fraction of the kiwifruit.
The extract is composed of a multitude of small water-
soluble molecules that contribute to the desired bioactivity.
The bioactivities include reducing angiotensin converting
enzyme and platelet aggregation response, those are
responsible for lowering blood pressure and improving
circulation. These activities have been demonstrated both in
vitro and ex vivo.
In addition, the previous randomized and controlled clinical
trials, whole kiwifruit has been shown to give significant
effects on blood pressure and platelet aggregation. The trials
indicate that consumption of whole kiwifruit can lead to a
reduction in blood pressure between 5 and 10 mmHg as
shown here.
Professor Duttaroy has also tested the extract in several in
vitro and ex vivo assays and documented inhibitory effects on
blood platelet aggregation and the activity of enzyme,
Angiotensin Converting enzyme (ACE), essential to the
regulation of blood pressure.(Refs)
KFE will be marketed as Kiwidrin in India by us
7. India’s loss in terms of losing potentially productive years due to death from cardiovascular
disease in people aged between 35 – 64 years is one of the highest in the world. By 2030 loss
is expected to rise to 17.9 million years which is 940 percent more than the loss estimated in
USA.
Number of people with hypertension is expected to see a quantum leap from an estimated
118.2 million in 2000 to 213.5 million in 2025.
The projected forgone National Income for India due to Heart disease, Stroke and Diabetes
during the period 2005 to 2015 is estimated to be more than USD 200 Billion.
These facts clearly reveal that CVD is the most lethal disease in terms of morbidity, mortality
and productivity and social cost in India.
Wendell Berry said “People are fed by the food Industry which pays no attention to
health, and treated by the health Industry which pays no attention to food”. Genimen
Pharmacon acknowledges the fact and since "Prevention is better than cure” ended up
signing the KFE License with the noble intension of preventing people from developing CVD.
INDIA – A Perspective (Source: PWC)
8. Dr. Prof Asim Duttaroy’s previous product “Fruitflow®”, an EFSA (European Food Safety
Authority) approved which is a Tomato extract was awarded as one of the most innovative
product of the year in 2012. Kiwidrin (KFE) also shows similar mechanism of action in
lowering blood Pressure and Platelet aggregation response. Work is now being carried out for
EFSA approval of KFE by the Norwegian company, IDIA. AS.
Hence Kiwidrin is not only a revolutionary but an evolutionary one and is sure to enjoy
success in Indian markets.
Advantages of Kiwidrin:
Reduces Platelet aggregation
Reduces Blood Pressure level
Reduces Triglycerides level
No resistance (Compared to Aspirin which has around 30 % resistance)
No drug interactions expected
No allergy (as all the known allergens are removed while the extract is being produced)
LAST BUT NOT THE LEAST…
No side effects (Compared to Aspirin which affects GI tract)
A Prelude
9. USP of Kiwidrin
Presence of potent antiplatelet and anti
hypertensive factors in Kiwidrin
These factors are water soluble, heat stable and
molecular size less than 1000 Da
A unique value creation opportunity in the
cardiovascular health market
As an extractor mixed with juice or margarine it
becomes bioavailable in humans within 2 hours
of consumption
Kiwi Sugar-free Powder
Kiwi Syrup Extract
10. The Customers and the Food & Beverage Industry
The nutritional ingredients market is driven by:
• The increasing awareness of the intimate connection between food and health
• The growing scientific support for nutritional health claims.
• The urge to prevent disease and curb the increasing costs in the healthcare sector
The nutritional ingredients market is currently estimated at 24 billion USD with a steady high single-digit
growth rate. Due to a significant shift in the preferences of consumers, new functional ingredients are
typically derived from natural sources like vegetables, fruits, or other plants
The marketplace is heavily influenced by the changes in the regulatory framework with more rigid
demands on documentation of efficacy. As to be expected in an emerging market in an early phase, the
competitors are few in India.
11. The Business Model and Market Access
Genimen will market Kiwidrin and offer this high-quality ingredient with
its documented effects directly to end-producers in the food and
beverage industry, and also as food supplement. The production of the
ingredient is a simple extraction/production process expected to lead to
acceptable production costs and cost in use. Future manufacturing for
commercial purposes will be outsourced from IDIA AS, a Norwegian
company, which holds worldwide license right of KFE except India.
The strength of the ingredient will be established through a well-planned
clinical development process and a forward integration marketing
strategy. The beneficial effects of the ingredient on human health will be
documented, leading to an application for an FSSAI approval of cardio-
protective health claims. The ingredient will be branded and protected
under a proprietary trademark.
The competitive edge of the extract is based on its efficacy and wide
applicability leading to opportunities for positioning as a functional and
natural ingredient. It is expected to show a clinically relevant effect on
blood pressure and to be well suited for a wide range of food and
beverages
12. Executive Team Introduction
Aniruddha Som is one of the pillars of Genimen Pharmacon. He has started his career being
an entrepreneur in the field of Information Technology. Genimen Pharmacon has been very
fortunate in tapping the expertise of Aniruddha through his entrepreneurship skills and
abilities. He is very specific in his requirements and knows exactly what the company
requires at a specific point. Aniruddha holds a Master’s degree in Computer Applications.
Aniruddha is a board member of Genimen Pharmacon in the capacity of Digital Marketing and
IT compliance. Genimen Pharmacon wouldn’t be possible without his involvements. He makes
a brilliant team player.
Dr. Mayukh Sardar is an experienced doctor by profession. He has an expert insight in the
kind of products Genimen Pharmacon works with. Mayukh is holding a post-doctoral degree
from the Barts and The London School of Medicine and Dentistry. Mayukh’s ardent passion has
let him become an entrepreneur with Genimen Pharmacon. Mayukh is very focused with his
work. He is a very enthusiastic person and a very good listener. Mayukh is very rational with
his approach. Mayukh’s experience in his field of work and the kind of person he is has helped
Genimen Pharmacon to make its footprint in the Biotech Industry.
13. Executive Team Introduction
Prithwiraj Bhattacharyya is having more than 8 years of combined experience in the field of
Pharmaceuticals, Airlines and most recently in the consulting space with IBM. He is a Master’s
degree holder in the field of Management and is having a Bachelor’s degree in Genetics from
Bangalore University. He has served across a variety of clients and the experience gained within
has been a pioneering force in the induction of Genimen Pharmacon. He is serving the board of
Genimen Pharmacon as a marketing and communications. Prithwiraj is most passionate about his
work and is driven by core ethical values.
Rajesh Banerjee is another key member in the company. Rajesh is currently based out of UK.
Rajesh is having good acumen in business and GP would be happy to tap into his resources. Rajesh
would be primarily looking into market expansion.
Dr. Asim Duttaroy, who is the inventor of the product and based in Oslo is in the scientific advisory
board of Genimen. He is a globally recognized expert in the field of nutrition research. Professor
Duttaroy is currently Group Leader of Chronic Disease at the University of Oslo’s Faculty of
Medicine, and he is the editor in chief of the international peer reviewed journal Food & Nutrition
Research. His scientific work has been published in over 175 original contributions, reviews, book,
and editorials. He owns several international patents. His discoveries of anti-thrombotic factors in
tomatoes and kiwifruits are patented internationally and 2 companies, Provexis Limited
(www.provexis.com) in UK, and IDIA AS (www.idia.no) in Norway are established to commercialize
these discoveries.
14. Growth Rate
The Nutraceutical market in India is estimated to grow to $2731 Million in 2016 at
a CAGR (compound annual growth rate) of 13% and the revenues expected to reach
approximately USD 4.2 billion in 2017.
Investments
Genimen is currently seeking funding for the implementation
of the development plan leading to an FSSAI approval of
health claims and full market access. The development is
expected to continue to be supported by public funding.
Genimen is extensively trying to raise the fund that provides
funding for its corporate activities through 2015.
15. Achievements and Targets
Genimen Pharmacon has won over the KFE license from Inven2 outperforming other competitors
We are on negotiating phase with IDIA AS, a Norwegian company which is holding the KFE License on a
global platform (India excluded) for manufacturing and supplying of KFE for some of IDIA’s territory
Genimen Pharmacon is trying to collaborate with IDIA on mutual sharing of clinical trial data, allowing
us to get the first hand data ensuring data quality
Prof Asim Duttaroy is the member of the scientific advisory board of Genimen Pharmacon
We are in touch with FSSAI (food safety and standards authority of India) pertaining to the regulatory
approval of Kiwidrin for its commercialization in India
Genimen Pharmacon has been able to achieve the above milestone over a span of few months only and
working relentlessly towards the achievement of its targets.
Going forward we need to forth set our strategic plan in taking the KFE to the end consumers. We
welcome rational investors in aiding us financially to take things ahead from here.
16. FAQ’S
1) What is the issue / pain point that your product / solution
addresses
• Explain why your customers need your solution …...
Genimen Pharmacon focuses on cardiovascular disease (CVD) as
it is the number one cause of death throughout the world
based on report from World Health Organization
• Mention what they are currently doing and how your
product/service is a better solution ….
They are either on low dose Aspirin or other antihypertensive
drug which are synthetically made and has got side effects.
Better Solution because our product will be used for lowering
down the risk of CVD and is a natural extract which has no side
effect.
Moreover Aspirin has been rejected by USFDA for its use as
primary prevention of CVD because there are serious risks
associated with the use of aspirin, including increased risk of
bleeding in the stomach and brain, in situations where the
benefit of aspirin for primary prevention has not been
established.
17. FAQ’S…
2) Business model
• This is about how you will make money from this business opportunity.
1. According to WHO data CVD is the number one causative factor for death all over the world and India which holds 1/6th of
world’s population is of no exception
2. We are the sole licensee in India
3. Plan is to go for contract manufacturing and distribution with Grade 1 Company having Nutraceutical manufacturing license.
Preferably on a royalty basis or profit sharing percentage.
4. The revenue generation will be huge naturally
3) What is the size of the market opportunity?
As per the census of 2010, the percentage age group between 15 to 59 age is 61.6 %
(http://www.censusindia.gov.in/vital_statistics/srs/Chap_2_-_2010.pdf)
We are assuming the target age group to be of 25 to 60 years. Based on conventional approach 77.77 % of population should be
between 25 to 60 which will be our target group. Now 61.6 percent of Indian population comes around 74 crores approximately
whose 77.77 percent roughly becomes 57 crores. Even if we consider 10 percent of the population (5.7 crores approx) buys our
product which may have a profit of Re 1 per capsule, still we end up with a profit of around (5.7 * 30) 171 crores on monthly
basis.
All this is at the start up level.
18. Products in the pipe line
Genimen Pharmacon is also doing research and development for the following
diseases which are growing at an alarming rate globally
Diabetes mellitus
Foetal health and development
Memory Disorders
Preeclampsia and pregnancy disorders