GENIX - A Formula for Success

Forecast to be worth $1.4 million this coming year and consistently growing at an average annual rate of 8%, the global pharmaceutical market is big business indeed.
With an estimated value of $3.1 billion, Pakistan’s slice of that global market is relatively modest, but it is on the increase thanks to the efforts of companies like Genix Pharma. Founded in 2004, the company was the brainchild of the late Choudhry Muhammad Sharif Sahib, who made it his mission in life to provide top quality and affordable medicine for all those in need.
Since then, Genix has emerged as one of the fastest-growing companies in the Pakistani pharmaceutical arena and a rising force on the international market. In the past few years, it has achieved phenomenal export penetration in the markets of Southeast Asia, South and Central Asia, and several parts of Africa. Genix has a workforce of 2,000 employees through a combination of its own 1,500-strong sales force and its third-party distribution

infrastructure nationwide and in 20 countries.
Its success is also partly attributable to its current managing director and CEO Choudhry Muhammad Israr Sharif’s belief in the power of marketing and his skill in its execution. “It has been a long but successful journey which owes a lot to teamwork and our focus on quality and branding from day one,” he says. “We believe in selling brand rather than individual products. Those brands nevertheless rely on the quality of the basic product. And the staff at Genix Pharma’s

hi-tech plants and advanced well-equipped quality labs are determined to establish the company as the benchmark for Pakistan’s pharmaceutical industry.”
With that goal in mind, Genix is regularly launching groundbreaking products. “The acquisition of Daneen Pharma has also enhanced our therapeutic classes, including cephalosporin,” says Choudhry.
Genix also understands the importance of corporate social responsibility (CSR). The company contributes toward humanitarian and corporate social activities by such charitable giving as funding education, donating in the health sector and arranging food for poor and needy people. “Genix is dedicated to good health for all human beings by providing advanced quality medicines in different diversified therapeutic segments worldwide,” says Choudhry. “We keep investing in our brands today, as we think tomorrow is too late.”
Surely a mantra for continued growth and success.