New Delhi: Drug major Lupin has entered the over-the-counter (OTC) segment in the country with plans to touch a Rs 300-crore turnover in the vertical over the next five years.

The Mumbai-based company has introduced its legacy product 'Softovac' across the country as an OTC medicine.

"It was imperative for us to enter the OTC segment as the vertical has been growing over the years in the country. Over a horizon of five years we are looking at a turnover of Rs 300 crore from the business," Anil Kaushal, Lupin's head - OTC business, said.

For over 30 years, Softovac has been a product of choice for many patients who suffer from constipation and considering the widespread prevalence of this condition, the shift from prescription to OTC has made it more accessible to those who need it the most, he added.

Softovac's shift to OTC was piloted in Bengal during which the brand witnessed a growth in sales of over 25 per cent, and after the success, a pan-India rollout was initiated.

Lupin, one of the top five pharma companies in the country, plans to launch a variety of products across various categories such as vitamins/minerals and lifestyle OTC products going ahead, Kaushal said.

"In the next 12-18 months there will be regular product launches every 3-4 months. We plan to be present across all the major OTC product categories," Kaushal said.

The Indian consumer healthcare business is expected to touch $6 billion by 2026.