Surya Prakash Rao Nalla: A Leader Who Walks The Talk | CEOInsights Vendor
Surya Prakash Rao Nalla: A Leader Who Walks The Talk

Surya Prakash Rao Nalla: A Leader Who Walks The Talk

Surya Prakash Rao Nalla,     Managing Director

Surya Prakash Rao Nalla

Managing Director

Synergene Active Ingredients, incorporated in 2006, is a manufacturer and supplier of Active Pharmaceutical Ingredients(APIs) and Intermediates for a wide range of therapeutic categories. The therapeutic segments of focus are Anti Fungal, Anti Depressant, Anti-Migraine, Anti Glaucoma, Anti Hypertensive, Analgesic, Anti Histamine, Antibiotic, Premature Ejaculation, and Nootropic. In terms of infrastructure and quality management systems, Synergene manufacturing facilities are cGMP certified and have been meeting every necessary regulatory standard. The company has four manufacturing facilities in India, one in Hyderabad and the other three in Visakhapatnam. The company operates in both domestic and international markets.

In an exclusive interview with CEO Insights, Surya Prakash Rao Nalla, MD at Synergene Active Ingredients walks us through his professional career and the unique traits of the company.

Throw some light on your professional background and experiences. What is the motivation that fuels your business routines?
I acquired a postgraduate degree in organic chemistry back in 1986. Following that, I began my career as a production chemist at Dr. Reddy's Laboratories, where I worked for ten years, from 1986 to 1995. I then worked as a production manager for Aurobindo Pharma for three years, installing numerous next-generation chemicals. In the early 2000s, we started Metrochem API along with another partner. After some period, we launched Synergene Active Ingredients in 2006 with a CAPEX of 1.5 crores and our first manufacturing facility being in Hyderabad. In 2010, we began operations at Visakhapatnam by establishing our second unit.

In 2018, we acquired Jaahnavee Life Sciences in addition to our existing production facilities. To top it all off, we have finally established our fourth unit in the same pharmaceutical cluster. All the facilities are compliant with international standards; WHO-GMP Certification for Unit I II and III, USFDA accreditation for Unit II (Visakhapatnam), and Accreditation of Foreign Drug Manufacturer by PMDA for Unit II (Visakhapatnam). We also have a couple of CEP Fillings from Units I and II and are in process of filing more CEPs and USDMFs.

The primary motivation has always
been towards the development of new generation molecules and to disseminate our APIs globally. We currently export 55 percent of our APIs to various nations and regions, with a large number of molecules and therapeutic categories. We would like to export at least 70 percent of our manufactured products worldwide, going forward.

Define Synergene API as an organization. What makes the company unique from the other competitors?
Synergene Active Ingredients continues its position as a leading strategic partner in the global market by providing outstanding value to its customers. We do not manufacture standard products, but rather specialized products and some specialty chemicals. Our products are high in value and modest in quantity. Aside from that, we intend to add another manufacturing plant in the same pharma cluster to develop high-volume and low-value products. We are primarily interested in backward integration and strongly believe in the 'Make in India' philosophy, which involves gradually reducing our reliance on China and other nations for raw materials imports. For this, we are reducing our dependence on China for raw materials from 50 percent to about 20 percent.

Could you elaborate about the latest technologies adopted by the company to manufacture and supply high quality products?
We have always kept up with the latest technology breakthroughs to drive the necessary industry innovation. Further more, this is supported by our technically adept team of seasoned doctorates, who have aided in the company's growth. We have chosen expert doctorates who are experienced in working with various chemicals and technology. We have also incorporated analytical techniques like LCMS and GCMS. This allows us to look at novel molecules from a different angle to build best-in-class products for its particular audience. Today, we have perfectly placed our people, processes, and technologies as an R&D oriented organization.

Furthermore, if you ask any respected API manufacturer how they would like to improve the process, they will most certainly respond to make the processes better or cheaper. Ironically, lowering the number of processes required to make a given molecule would be the first step in reducing waste from API synthesis. With this in mind, we are assuring sustainability and environmental friendliness by incorporating green chemistry, which will also assist to increase manufacturing efficiency and reduce prices.

Tell us about your leadership approach, and the guidelines or methodologies you follow to lead your team?
I am not the type of person who simply engages with high management and warms a chair. I have always believed in walking along with employees to maintain a positive relationship. I always make sure that not only is the workdone
efficiently, but that I go above and beyond to take care of the employees in terms of amenities. I always attempt to impart the same excitement and workmanship to every individual working with the firm. I constantly attempt to promote an open culture in which top management goals are well understood by all employees, regardless of departments. I spend most of the time in the manufacturing plant rather than just sitting in the cabin.

I oversee everything, from design to execution to safety measures, to guarantee that everything is done correctly. And, based on our prior experience at major organizations such as Dr. Reddy's and Aurobindo, we have never collaborated with external designers except for civil structural projects; everything is handled inhouse with the necessary resources and internal knowledge. When launching any given project, we primarily focus on guaranteeing environmental sustainability.

What are the future market opportunities that you look forward to investing yourtime to reach your goals?
We are developing several new innovative ideas to create volume products for markets such as Latin America and other European countries. We are also evaluating to export them to China, where our products have a lot of potential.

As a leader, what would be your advice to the entrepreneurs who are starting a new in this domain?
Hard work is required for every success. So, staying up to date on shifting market conditions and reacting appropriately is essential. With the introduction of the governmentled 'Make-in-India', the goal of any firm would be to become self-sufficient in terms of creating and developing indigenous products. As technologies advance, so do techniques for running a firm, regardless of industry vertical. As a result, incorporating novel technologies and efficient techniques, as well as constructing a semi-automated/ automated manufacturing facility, should be the next move forward.

Surya Prakash Rao Nalla, Managing Director, Synergene Active Ingredients
Surya is an Industrialist born in Amalapuram, East Godavari District, Andhra Pradesh, with more than three decades of experience in the Pharmaceutical industry. He has good dedication towards work and at the same time spends valuable time with the family. He resides in Hyderabad, Telangana since last 30 years.

•Hobbies:Reading Newspapers/ Articles, watching movies, travelling and engaging in spiritual activities
•Favourite Cuisine:Local Cuisine
Favourite travel Destination: Europe, Sri Lanka, Brazil & Asian Countries

•Awards & Recognition:
Best supplier award from Dr. Reddy’s Laboratories in 2014, Business Partner Excellence award from Dr. Reddy’s Laboratories in 2016

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