Dilip Tanwani
Managing Director
Dilip founded Filgap India Pvt Ltd, to create the most appealing oral/dissolving film brands and accelerate thedistribution of innovative dissolving film products. Below is the excerpt of Dilip’s exclusive interaction with CEO Insights.
What inspired you to start this venture into the Oral/dissolving Film segment and what drives you today?
Coming from a Sindhi household, I have always wanted to start my own company and was constantly on the lookout for new ideas that would be considered innovative and distinctive in the market. At the same time, I was reluctant to follow something that every other pharmaceutical graduate under takes, given India currently has over 20,000 such businesses. That's when I found the oral/dissolving film category which had a massive worldwide market but was a novel concept in India. As soon as I started working on this idea, I discovered that just two companies in India were producing similar products. I collaborated with one of the companies as a third-party manufacturer and established my own mouth freshener brand "GO FRESH" in the Mumbai area.
With a background in pure pharma, it was challenging for me to understand all of the sales and
marketing approaches, it was a steep learning curve for me. In our first year of business, our primary product was Rs. 4 mouth freshener strips, and it performed well in the market. Given the market potential and the desire to take the brand to the next level, I decided to establish my own production plant in Mumbai. We then decreased the price from Rs.4 to Rs.2 and introduced new products in the dissolving strip category, which is in demand in the market.
How would you define Filgap India as an organization and its position in the market? What is the unique proposition that your organization offers to its clients?
Filgap India's name refers to the company's mission of bridging the demand and supply gaps in the industry through innovative products. We do not sell items that are available in the market today; rather, we look for unaddressed client desires in the market. Our analysis enables us to create products that are both easy to use and beneficial for consumers.
At Filgap India, we are always focused on developing new items, and one of our most distinctive offerings is the dissolving strips. And it is our ambition to grow to the point that Filgap India is the first name that comes to mind when someone in India thinks of oral/dissolving film products.
Reflect on some of the major challenges you have experienced in your journey so far? How did you overcome them and what did you learn from them?
When I originally began my journey with this notion, it was fraught with difficulties because I was alone and had no one to guide me. Since this was a young concept in the Indian market, I needed to develop a variety of sales methods ranging from physicians and pharmaceutical firms to the FMCG market and small grocery stores. Secondly, owing to a lack of expertise and resources in the business field, I struggled to assemble a team capable of assisting me in operating this firm efficiently. As a result, I began exploring the market on my own in search of qualified specialists and retail distributors.
How would you define Filgap India as an organization and its position in the market? What is the unique proposition that your organization offers to its clients?
Filgap India's name refers to the company's mission of bridging the demand and supply gaps in the industry through innovative products. We do not sell items that are available in the market today; rather, we look for unaddressed client desires in the market. Our analysis enables us to create products that are both easy to use and beneficial for consumers.
With a background in pure pharma, it was challenging for me to understand all of the sales and marketing approaches, it was a steep learning curve for me
At Filgap India, we are always focused on developing new items, and one of our most distinctive offerings is the dissolving strips. And it is our ambition to grow to the point that Filgap India is the first name that comes to mind when someone in India thinks of oral/dissolving film products.
Reflect on some of the major challenges you have experienced in your journey so far? How did you overcome them and what did you learn from them?
When I originally began my journey with this notion, it was fraught with difficulties because I was alone and had no one to guide me. Since this was a young concept in the Indian market, I needed to develop a variety of sales methods ranging from physicians and pharmaceutical firms to the FMCG market and small grocery stores. Secondly, owing to a lack of expertise and resources in the business field, I struggled to assemble a team capable of assisting me in operating this firm efficiently. As a result, I began exploring the market on my own in search of qualified specialists and retail distributors.
Eventually, we steadily gained market recognition as we applied both traditional and contemporary marketing practices. And then, we began manufacturing our products, building up the production facilities, and devising new formulae was yet another obstacle. And in the meanwhile, the pandemic hit, forcing us to suspend operations owing to lockdown. I concentrated on self-improvement throughout the lockdown period and became active in R&D, manufacturing, and packaging. It was a significant learning journey for me that I began on my own, and I now have exposure to every aspect of business necessary to manage our firm.
In the light of your strong experience in the FMCG industry, what advice would you give to budding entrepreneurs?
To all entrepreneurs, I would advise them to ask themselves two questions before starting any company, such as what would I do if I fail? And secondly, what are the odds of success? Consider these two questions and come up with an answer. I followed the same thing while launching Filgap India, and when I left my work, I had the topmost designation with a good package; I was the pharmaceutical industry's youngest marketing head. Therefore, I decided that if I fail, I could always return to my previous career and find a new job. However, fear of failure should not deter some one from taking the risk and starting their business; if they are passionate about it, they should proceed regardless of the repercussions. Because if you do not attempt, you will have the guilt in later years for not attempting at the right time.
Dilip Tanwani, Managing Director, Filgap India
Following completion of his MBA, Dilip worked as a product manager at CIPLA Pharmaceuticals, where he was instrumental in growing mega brands, introducing new products, and devising innovative strategies. Additionally, Dilip held different positions in pharmaceutical marketing, ranging from Product Manager to Sr.Marketing Head, with businesses such as Lupin, Abbott, Hetero, and Alkem. Dilip has success fully introduced nine pharma and one OTC product throughout his professional career.
Location:Mumbai
In the light of your strong experience in the FMCG industry, what advice would you give to budding entrepreneurs?
To all entrepreneurs, I would advise them to ask themselves two questions before starting any company, such as what would I do if I fail? And secondly, what are the odds of success? Consider these two questions and come up with an answer. I followed the same thing while launching Filgap India, and when I left my work, I had the topmost designation with a good package; I was the pharmaceutical industry's youngest marketing head. Therefore, I decided that if I fail, I could always return to my previous career and find a new job. However, fear of failure should not deter some one from taking the risk and starting their business; if they are passionate about it, they should proceed regardless of the repercussions. Because if you do not attempt, you will have the guilt in later years for not attempting at the right time.
Dilip Tanwani, Managing Director, Filgap India
Following completion of his MBA, Dilip worked as a product manager at CIPLA Pharmaceuticals, where he was instrumental in growing mega brands, introducing new products, and devising innovative strategies. Additionally, Dilip held different positions in pharmaceutical marketing, ranging from Product Manager to Sr.Marketing Head, with businesses such as Lupin, Abbott, Hetero, and Alkem. Dilip has success fully introduced nine pharma and one OTC product throughout his professional career.
Location:Mumbai