Hoechst Marion Roussel managing director Debabrata Bhadury said the joint effort was essentially aimed at making use of a larger marketing capacity. While Ranbaxy's fexofinadine drug has been branded, All Day, the combined field strength involved in marketing the molecule is estimated at 600.

Allegra, a non-sedating anti-histamine, is indicated for the relief of symptoms associated with allergic rhintis and allergic skin conditions like chronic urticaria. The two drug giants are already jointly marketing formulations of ofloxacin under their own brand names Tarivid in the case of Hoechst and Zanocin for Ranbaxy. Bhadury said that these brands were doing "reasonably well" under the new arrangement.

Analysts said the move, which is aimed at increasing the "noise level" in the market, isexpected to facilitate the growth of the Allegra brand to achieve sales of Rs 25-30 crore in the short term. Allegra commands a price of roughly Rs 30 for a pack of six tablets, while Ranbaxy's All Day is sold at Rs 4.75 a tablet for a strip of 10 (of 120 mg).

"The co-marketing move will see increased awareness among medical practitioners and possibly rapid acceptance too. The benefit to Hoechst is two fold. Besides developing the Allegra brand in India, Ranbaxy is believed to be sourcing the basic ingredient for All Day from the German parent," another analyst said. No official confirmation on the sourcing strategy could be obtained from the Delhi-based Ranbaxy Laboratories.

Industry sources say Allegra may also indirectly eat into the Avil (Hoechst's leading anti-allergic brand) market, given its non-sedating properties. Avil, which essentially comprises pheniramine maleate, is usually prescribed for allergic dermatitis, allergy, insect bites and so on. Avil, like almost all other anti-allergy drugs,is associated with slight drowsiness.

Meanwhile, analysts say the ripple effects of the successful launch of fexofinadine may be felt on the loratadine molecule, again prescribed for allergic rhinitis. "Given the noise level a Hoechst-Ranbaxy combine is capable of creating in the anti-allergic drugs market, Fulford's Alaspan brand may not find the going easy," an analyst said. Alaspan is the Indian equivalent of Schering's international Claritin brand, estimated to be a $2- billion product globally.