Anandatheertan S.

Co-Founder

Coronary intervention is a field where technology and timely availability must work in tandem. Even a sophis­ticated device has limited clinical value if the required specification or size is unavailable when an interventional cardiologist needs it.

Distribution therefore plays a critical role in the cardiovascular care ecosystem, requiring com­panies to go beyond inventory management to understand clinical requirements, anticipate cath-lab demand, ensure rapid replenishment and engage specialists with credible sci­entific information.

It is within this demanding segment that Nidramed Health Solutions is establishing its presence. The young healthcare enterprise is building an organized path­way for advanced coronary interventional devices to reach hospitals and cath labs across Karnataka.

Rather than ap­proaching distribution as a transactional business, Nidramed combines scientific product promotion, clinician engagement, inventory planning, responsive logistics and hospital-level coordination.

The company is an authorized channel partner for the coronary interventional range of Barcelona-based medical-device manufacturer iVascular for select leading hospital chains across Karnataka. With iVascular present across more than 75 countries, the association provides Nidramed a platform to bring internationally developed cardiovascular technologies closer to specialists in the state.

From Product Distribution to Scientific Engagement

Medical-device distribution in coronary intervention differs considerably from conventional product selling. Interventional cardiologists operate in high-pressure clinical environments where product performance can directly influence procedural efficiency. Building adoption therefore requires an understanding of not only what is being supplied, but how and why clinicians use it.

Nidramed has built its market approach around this understanding. Its Founder’s approximately four decades of experience across pharmaceuticals and healthcare, including more than two decades in senior leadership responsibilities in Karnataka, has created longstanding relationships with interventional cardiologists, hospital leadership teams and other healthcare stakeholders.

However, the company recognizes that relationships may provide access, but sustained adoption depends on scientific engagement and product performance. Its professionals engage specialists around technical parameters such as trackability, pushability and deliverability, along with the engineering and design characteristics of the interventional range. Clinical evidence and real-world registry data available from iVascular further support these conversations.

“This approach is particularly important in a competitive segment populated by established multinational brands as well as Indian manufacturers offering devices across different price points. Convincing a specialist to evaluate a new range is only the beginning. Trust develops when clinicians deploy the product and experience its performance during actual procedures”, says Anandatheertan S., Co-Founder.

Keeping the Cath Lab Ready

If scientific engagement creates product consideration, avail­ability determines whether that demand can actually be served. Hospitals cannot accommodate lengthy replenish­ment cycles when devices may be required during emergency procedures. Different cases also demand different sizes and specifications, making inventory planning particularly import­ant.

Nidramed treats this operational complexity as a core part of its proposition. Using digitised Bookkeeping to support inventory management, the company continuously monitors product movement and works to maintain appropriate ranges and sizes at hospital cath labs. Once a device is deployed, replenishment is completely coordinated without unnecessary delay.

The process extends beyond interactions with cardiologists. Nidramed works with hospital heads, purchase departments, cath-lab technicians and accounts teams to keep the supply cycle moving efficiently. Its representatives maintain a regular presence at cath labs, helping them understand utilization patterns, support clinical teams and anticipate requirements.

This combination of front-end clinical engagement and back-end operational control allows Nidramed to approach distribution as a continuous service rather than a series of isolated transactions. The model has already taken its network into Mysuru, Hubballi, Belagavi, Mangaluru, Kolar, Ballari and other Karnataka markets. It currently operates across more than 20 approved hospitals and added eight hospitals within a recent two-month period.

Experience Meets Technical Expertise

Nidramed’s approach is strengthened by the complementary backgrounds of its leadership. While the Founder brings extensive healthcare-market experience and an understanding of hospital relationships, commercial dynamics and product introduction, Anandatheertan S. adds expertise in medical-device development and innovation. His technical capabilities played an important role in establishing the company’s partnership with iVascular in early 2026 and continue to influence product evaluation, technical promotion and the assessment of future collaborations.

Together, these perspectives enable Nidramed to evaluate opportunities through both commercial and technological lenses. The company understands that an innovative medical device needs an effective distribution ecosystem, just as a strong distribution network requires technologies capable of earning clinicians’ confidence.

This philosophy extends internally as well. Nidramed views its stakeholders as intellectual capital and encourages ownership across functions rather than maintaining rigid distinctions between leaders and followers. Such an approach supports the relationship-intensive nature of the business, where market knowledge, technical understanding and responsiveness must work together.

Building a Platform with Broader Interventional Range

Nidramed’s next phase will focus on expanding both geographical access and the breadth of its interventional portfolio. The company is closely tracking new cath labs across Karnataka, particularly in tier-II cities where several centres are already handling significant PTCA volumes. To support this expansion, it plans to add two sales professionals by December 2026.

Portfolio diversification is another priority. Nidramed has identified two multinational medical-device brands for potential collaboration and aims to finalize these associations before the end of 2026. It is also monitoring iVascular’s prospective expansion into neurovascular interventional devices. Another area of interest is intravascular ultrasound (IVUS). Nidramed is exploring collaborations with innovators developing advanced digital IVUS platforms capable of supporting clinicians in evaluating vessel diameter, plaque and calcium burden, lesion length, vessel morphology, stent expansion and apposition, bifurcation anatomy and other procedural parameters.

By 2027, the company is targeting 200 deployments in each product category it markets. Yet its broader ambition remains grounded in a straightforward principle: build credibility one cath lab at a time, remain responsive when products are required, and expand through technologies that can add meaningful value to interventional practice. In a field where availability, trust and device performance converge at the point of care, Nidramed is building a distribution model designed to keep all three connected.