Akshat Jain

Director

India’s pharmaceutical market is expanding not only through product innovation but also through the net­works that take medicines and wellness products from manufacturers to the last mile. In this environment, pharma­ceutical distributors have evolved beyond the traditional role of moving inventory.

Brands increasingly expect their distri­bution partners to support faster market access, dependable execution, retail engagement, field-force deployment and greater visibility across the supply chain. The ability to com­bine reach with disciplined execution is therefore becoming an important differentiator.

Vize Health & Hygiene has carved a distinct position in this evolving ecosystem by bringing together pharmaceutical distribution, market execution and technology-enabled oper­ations. The company was founded in 2020, when the COVID-19 pandemic exposed critical gaps in the availability of quality sanitizers and hygiene products.

Recognizing the need for trusted offerings at a time of heightened health awareness, Vize entered the market with an ambition to build a strong distribution platform capable of taking quality health and hy­giene products to consumers across India.

To establish quality and consumer confidence from the outset, the company collaborated with Virat Kohli, then cap­tain of the Indian cricket team, and introduced around 10–12 health and hygiene products across the country. What began as a response to an immediate market requirement has since developed into an integrated healthcare commercialisation and distribution, supported by decades of industry experi­ence within its leadership team.

From Distribution Reach to Integrated Market Execution

A defining development in Vize’s journey has been its association with Abbott. Leveraging its distribution, marketing and market-execution capabilities, Vize was appointed as an all-India distributor for Abbott’s AbSure division which includes mega brands like Amoxyclav and Phensedyl. The partnership has helped the company deepen its presence across the pharmaceutical retail ecosystem and build direct interactions with more than 8,000 stockists nationwide.

The significance of this network extends beyond geographical coverage. Vize’s leadership brings nearly 25 years of experience in pan-India pharmaceutical marketing, sales, and distribution, translating into established relationships across state distributors, stockists, hospitals and chemists.

At the state level, the company works closely with distribution partners that, according to Vize, are among the leading distributors in their respective markets. These relationships have become an important operational asset, helping the company take products across regions while maintaining local market connectivity.

An Integrated Model Built Around the Field

For pharmaceutical and wellness companies, gaining distribution is only one part of building a successful market presence. Products must also receive attention at the retail level, orders need to be executed consistently, and brands require teams capable of converting distribution reach into sustained market activity.

“Vize addresses this through an integrated model encompassing distribution, marketing, product launches and field-force deployment. The company currently has around 200 employees working in the field, providing brands with an execution layer alongside its distribution infrastructure”, speaks Akshat Jain, Director.

According to the company, this combination has helped some of the brands it handles register growth exceeding 20 percent, above the industry growth rate cited by its leadership. Vize sees this ability to combine physical distribution with active field engagement as central to its value proposition.

The company is now placing particular emphasis on retail. As pharmaceutical companies increasingly seek stronger engagement at the chemist level, Vize is building a dedicated retail-focused team to establish closer connections with chemists and improve product visibility and execution at the counter.

Bringing Technology into Pharmaceutical Distribution

Scale in pharmaceutical distribution creates another challenge: visibility. Managing field teams, dealer relationships, inventory and orders across a large geography requires information to move as efficiently as products do.

Vize has consequently developed an in-house field-management application to bring greater control and transparency to its operations. The platform enables the company to track field activities, monitor orders and plan execution while supporting interactions with its network of more than 8,000 dealers.

“The company also uses technology to synchronize stock visibility across its operations and distribution network. This combination of field intelligence and operational data is intended to enable quicker decision-making and more efficient execution as Vize scales”, adds Akshat Jain.

Quality remains equally important. One challenge identified by the company is competing against lower-priced products that may operate at different quality standards. Rather than competing solely on price, Vize emphasizes product quality and market education, engaging dealers and the medical fraternity on the standards associated with the products it represents. This approach reflects its broader strategy of building credibility through quality, relationships and consistent execution.

Scaling Towards a Larger National Footprint

Vize’s next phase is centered on expanding both scale and depth, establishing a presence across chemist counters throughout India. Achieving that ambition will depend on strengthening the capabilities Vize has built so far—its state-level distribution relationships, expanding retail team, technology platform, field force and partnerships with pharmaceutical and wellness companies.

As healthcare brands seek partners capable of connecting nationwide distribution with local execution, Vize is positioning itself as more than an intermediary between manufacturer and market. Its journey from a pandemic-era health and hygiene venture to an expanding pharmaceutical distribution partner reflects a larger shift within the sector: reach matters, but the next generation of distribution will be defined by how effectively that reach is converted into visibility, availability, stronger brands and meaningful impact for patients.