In July 2024, the management of Mankind Pharma Ltd. (Mankind) was discussing future avenues for sustainable growth. Rajeev Juneja, the vice chairman and managing director, wanted to make Mankind among the top three domestic pharmaceutical players in India by revenue in the coming decade. One way the company could have achieved its growth objectives was to launch a range of specialized drug formulations in therapeutic areas with high growth potential. Another alternative was to expand its consumer business, as Mankind already had some well-known brands in wellness, hygiene, and personal care in the consumer health business. Choosing both options was not feasible due to constrained resources. Management had to make a decision.
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