Ranbaxy Laboratories has launched a branded generic version of prasugrel in India, the blood thinner from its parent company Daiichi Sankyo which was developed with Eli Lilly and has struggled to make its mark in the USA and Europe.

Sold elsewhere as Effient/Efient, Ranbaxy will market prasugrel as Prasita for the prevention of atherothrombotic events in patients with acute coronary syndrome undergoing percutaneous coronary intervention. Despite much hype before its launches last spring and summer on both sides of the Atlantic, when it was seen as a rival to Sanofi-Aventis/Bristol-Myers Squibb's blockbuster Plavix (clopidogrel), sales of the drug have been underwhelming.

In India however, Daiichi Sankyo has high hopes for the drug, which is the second of the Japanese drugmaker’s treatments to be sold in the country by Ranbaxy, following the April 2009 launch of the antihypertensive Olvance (olmesartan medoxomil). The Tokyo-headquartered firm said “Ranbaxy will create awareness, understanding and acceptance” of prasugrel in India.

Ranbaxy chief executive Atul Sobti said “a number of synergy projects” between the two firms “are already underway, and we will further strengthen our common endeavour to realise greater benefits from our hybrid business model”.