Mr Devashish Ohri, MD,
Life Technologies, South Asia
Life Technologies, a global biotechnology company that operates as
Invitrogen Bioservices in India, launched a regional distribution hub
in the country during July to address the strong customer demand of the
South Asian region. The new India distribution center (IDC), located in
Bangalore, will boost the availability, timely delivery and quality of
Life Technologies’ products in the area.
The India distribution center, spread across an area of 25,000 square
feet, adopts a hub-and-spoke model, with Bangalore as the regional hub
for product distribution throughout India. Since its inception, Life
Technologies’ volume of items shipped per day in the region has
increased four-fold, with dramatically improved order fulfillment time,
which was up to 50 percent faster in most cases.
Life Technologies, which commenced operations in 2005 from
Bangalore, India, acquired a part of Labindia, a long-time
distributor for its Applied Biosystems-branded instrument products. The
firm has become a full service business that offers end-to-end
solutions in areas such as research, diagnostics and forensics.
In an interview with BioSpectrum
Ohri, managing director of Life Technologies, South Asia,
shares his plans and speaks about the opportunities in India and South
Asia of the company. Excerpts from the interview:
How much investment
has Life Technologies made in setting up the IDC in Bangalore? What is
Life Technologies has invested around $3 million to open a new
distribution hub in Bangalore. The IDC will help us in
accelerating delivery and in shaping discovery in India by creating
localized solutions, like product and technology availability, ensuring
faster turnaround time in product delivery, creating best-in-the-class
facility, and also help make available a wide range of products and
specialized technology in India. We are also committed to understanding
the groups of customers that we serve and their exact needs.
With the growth of
the scientific community in India and the opening of the IDC, how do
you see the growth of Life Technologies in India and South Asia?
With the IDC, we’re fulfilling our commitment of accelerating
scientific exploration by researchers and shaping discovery. We’ll be
able to provide customers with the products they need within 24 hours
to 48 hours. This timing better suits the dynamic needs of our
customers. This important milestone will definitely help us to
accelerate science in the country and will help Invitrogen grow faster
than the existing market growth rate. This exciting growth curve will
also be supported by an extensive sales, scientific support and service
network of Life Technologies.
What are the other
initiatives taken to serve customers in the South Asia?
We are committed to the growth of India’s biotechnology sector. The IDC
is one of the strategic investments in this direction. Apart from this
initiative, we’re also involved in R&D in specialty areas, like
stem cells and bioinformatics; manufacturing capabilities for cellular
analysis products; technical and customer support team to support
global markets; and best–in-the-class demonstration labs where customer
can work on a wide range of technologies and equipment to get hands-on
Pricing is a key
factor in South Asia. How do you address this issue to increase
We understand the importance of quality products and optimal pricing
for customers. We are working on pricing models that are dynamic in
nature and are able to incorporate local pricing needs to reach the
middle and the bottom of the pyramid for value-conscious customers. The
IDC initiative will definitely help to address this issue to a certain
In a country like
India, which has a vast geography, networking and distribution are
important. How has the acquisition of Labindia in 2010 helped?
Life Technologies was created by the combination of Invitrogen
Corporation and Applied Biosystems and, as you already know, Life
Technologies operates in India as Invitrogen BioServices India, a 100
percent subsidiary company, to leverage our systems, consumables and
services; and to enable researchers accelerate scientific exploration,
driving discoveries and developments that make life better. We have
offices located in Gurgaon, Mumbai, Kolkata and Bangalore and we have a
strong distributor chain and commercial team of about 100 people. This
helps us to cater to the vast geography and meet different customer
Please elaborate on your India R&D center.
Life Technologies’ winning formula relies on its integrated
state-of-the-art lab facility in Bangalore, where the R&D is
focused on development of proprietary technologies in immunology and
stem cell. The manufacturing division is tailored for production of the
products developed on site for global usage. The vision for India is to
build a center of excellence focused on innovation and quality with the
goal of improving human conditions.
What are the other major challenges before suppliers in
India and South Asia?
We have a customer-centric business model coupled with reliable and
innovative brand value, strategic leadership, strong service delivery,
a dedicated workforce and a global presence.
The major challenges from a supplier’s perspective remain regulatory
issues, the dynamic nature of science, evolving applied markets, and
matching business process standards vis-à-vis developed markets,
like in the US and Europe.
— Narayan Kulkarni