Rasika Kulkarni
Manpada
Summary
Veteran pharmaceutical strategist over 18 yrs experience driving innovation, portfolio transformation and commercial success across leading pharmaceutical organizations organizations.
Overview
20
20
years of professional experience
Work History
Associate Director
Cipla Ltd
Mumbai
08.2023 - Current
- Proven ability to translate market intelligence, competitive analysis, and health-policy shifts (NPPA/CDSCO) into high-impact product roadmaps.
- Spearhead end-to-end portfolio strategy for various therapeutic segments, driving a robust pipeline of differentiated formulations (OSD, Injectables, Inhalation, chronified segments).
- Directed lifecycle management for legacy brands, executing strategic repositioning and line extensions that enhanced annual portfolio revenue.
- Led a cross-functional team (RA, R&D, Medical Affairs, and Commercial Operations) to successfully launch new products within targeted timelines.
- Partnered with sales leadership to design channel-specific launch strategies targeting key opinion leaders (KOLs) and institutional/trade channels in the Indian market.
- Conducted comprehensive financial feasibility, peak-sales forecasting, and IP risk assessments.
- Streamlined new product development (NPD) tracking matrix, reducing time-to-market by resolving bottlenecks with external vendors and internal R&D.
- Rationalized the existing SKU portfolio by dropping low-margin variants, optimizing inventory holding costs.
Group Product Manager
Zydus Healthcare Ltd
Mumbai
05.2010 - 08.2023
- Developed marketing plans encompassing product positioning, key messages, pricing strategy, and a comprehensive brand plan with targeted promotional activities.
- Identified new markets for brand promotion, developed proposals for launching new brands, monitored brand inventory levels, and conducted forecasting and budget analysis.
- KBL Development & Engagement: Recognized Certification Courses for Pulmonologists, Hands on surgical workshops for Pulmonologists & ENTs / Website Creation / In-Clinic Branding Activities.
- Developed KBL programs for pulmonologists and ENTs: Recognized Certification Courses for Pulmonologists, Hands on surgical workshops for Pulmonologists & ENTs / Website Creation / In-Clinic Branding Activities.
- Conducted market research and analysis, motivating team to maintain consistent performance while implementing and tracking campaigns.
- Familiar with strategy for cost cutting and get results with limited resources.
- Supervised and trained 6 summer trainees assigning them corporate projects.
- Familiar to strategy for cost cutting and get results with limited resources.
- Focused on respiratory market segment
Product Executive
CIPLA
Mumbai
09.2007 - 05.2010
- Launched digital marketing programme to enhance PGs' knowledge on academic and allied topics through web interaction meetings.
- Launched India’s first Nicotine chewing a helping aid to Quit Smoking.
- Coordinated Basic Training Programmes for new hires and refresher sessions for field force, promoting benefit-based brand messaging.
- Launched India first Ear Clinic– Dual Patient Awareness program & detection camp for Hearing Loss and ear problems.
- Launched India’s first Ear Clinic– Dual Patient Awareness program & detection camp for Hearing Loss and ear problems.
- Developed corporate communication and visual aids to support field promotion and facilitate collaboration among R&D and factory teams.
- Had a holistic learning at brand management level including packaging, purchase and art.
- Segment: Anti-asthmatics, Antiallergic, Gastroenterology, Anti-infective, Antivirals, Antihypertensive & Pain management
Management Trainee
CIPLA
Mumbai
03.2007 - 09.2007
- Managed 5 therapeutic groups including antihypertensives, antibacterials, G.I. products, injectables, and pain management to enhance product reach.
- Achieved sales objectives through strategic planning and execution of targeted initiatives.
- Secured institutional sales orders as directed by management.
- Elevated to Territory Manager in July 2007, responsible for driving sales growth in assigned territory.
- Elevated to Product Manager position in September 2007, focusing on product strategy and development.
- Conducted CMEs with leading Gastroenterologists in the city.
- Handled 5 different therapeutic groups like Antihypertensives, Antibacterials, G.I range of products, Injectables and Pain management.
Customer Relationship Executive
Asia Cryo-Cell Pvt. Ltd (LIFECELL)
08.2006 - 02.2007
- Developed and expanded market presence for Life Cell.
- Educated expecting parents and doctors on umbilical cord stem cell preservation.
- Conducting various CME/Meetings for doctors, patients to make them understand the benefits of stem cell preservation.
Education
PG-DBA (SCDL) -
Symbiosis center for distance learning
Post Graduate Diploma - Applied and Industrial Biotechnology
Indian Institute of Environmental Management
Bachelor of Science - Microbiology
University of Mumbai
MumbaiSkills
- Strategic Planning
- Portfolio Prioritization
- Lifecycle Management (LCM)
- P&L Optimization
- Market Intelligence
- Competitive Landscape Analysis
- Forecasting
- Opportunity Assessment
- Regulatory & Compliance
- CDSCO/DCGI Frameworks
- Pricing Policies (DPCO)
- Dossier Milestones
- Cross-Functional Leadership
- R&D
- Business Development
- Sourcing
- Medical Marketing Alignment
- Commercial Execution
- New Product Launches (NPL)
- ROI Analysis
- Portfolio Rationalization
- Brand management
- Market segmentation
- KOL management
- Creative campaign design
- Budget management
- Portfolio strategy
Accomplishments
- Awarded Champion- Innovative product campaign 2022.
- Best Product Launch 2018 – Forglyn.
- Best product Launch – Orcibest (2014) by AIOCD AWACS.
- Won Best Stall award for Mumbai ENT conference in 2013.
- KOL Development: Visualized & launched a dedicated portal for Pulmonologists, rehabilitation programmes, patient education program in IPF & COPD therapy.
- Field Motivational Campaigns: Successfully launched 'ICE- In-clinic effectiveness' field training, sensitizing program for field.
- Recognition for successful execution of International speaker conference with the ERS members.
- Handled National & state conferences, live surgical workshops.
- Single handedly managed Webcast on Challenges & Future prospects for use of Moxifloxacin in MDR & XDR-TB, Management of H1N1 with newer Antivirals.
- Won the best performance awards for best customer service/chemist/distributor management and for best medical knowledge.
- Early confirmation as a Territory Manager within just 4 months.
- Promoted in Product Management Team in a span of 7 months.
- Attended an event as a 'Chief Guest in Rotary Club of Mulund' and given presentation on Umbilical Cord Stem Cell Preservation in Feb-2007.
- Second – prize Winner in Poster Competition 'Biotechnology Through Ages'- SIES-IIEM 2006.
Languages
- English
- Marathi
- Hindi
Personal Information
- English
- Marathi
- Hindi
Profile Snapshot
- English
- Marathi
- Hindi
Hobbies and Interests
- English
- Marathi
- Hindi
Timeline
Associate Director
Cipla Ltd
08.2023 - Current
Group Product Manager
Zydus Healthcare Ltd
05.2010 - 08.2023
Product Executive
CIPLA
09.2007 - 05.2010
Management Trainee
CIPLA
03.2007 - 09.2007
Customer Relationship Executive
Asia Cryo-Cell Pvt. Ltd (LIFECELL)
08.2006 - 02.2007
PG-DBA (SCDL) -
Symbiosis center for distance learning
Post Graduate Diploma - Applied and Industrial Biotechnology
Indian Institute of Environmental Management
Bachelor of Science - Microbiology
University of Mumbai