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@article{197565,
        author = {Yoginder saini and Dr. Saad Bin Azhar},
        title = {A Study on Product Management and Marketing Strategies in the Indian Nutraceutical Industry},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {7465-7471},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=197565},
        abstract = {The Indian nutraceutical industry has witnessed substantial growth driven by increasing health awareness, rising prevalence of lifestyle disorders, and a shift toward preventive healthcare practices. This study examines product management and marketing strategies adopted by Malook Pharmaceuticals Pvt. Ltd., with particular emphasis on doctor engagement, Retail Chemist Prescription Audit (RCPA), and market-oriented product development.
A descriptive and exploratory research design was employed. Primary data were collected from 20 retail chemists and through interactions with 10–12 doctors in the Delhi NCR region. Secondary data were obtained from company documents, academic literature, and industry reports.
The findings indicate that doctor engagement and retail chemist relationships significantly influence prescription behaviour and product demand. Key determinants of product success include competitive pricing, product availability, and promotional strategies. However, challenges such as limited brand awareness, intense competition, and distribution inefficiencies were identified.
The study contributes to bridging the gap between theoretical marketing frameworks and their practical application in the nutraceutical sector. It offers managerial insights for enhancing product positioning and improving market penetration through integrated marketing strategies.},
        keywords = {Product Management, Nutraceutical Marketing, Pharmaceutical Marketing, RCPA, Doctor Engagement, Brand Positioning},
        month = {April},
        }