It's tough enough to launch a product in any market, let alone one cluttered with industry giants. Think of trying to introduce a cola against Coca-Cola and PepsiCo; a handheld pager against Research in Motion's BlackBerry or Palm's Treo; or a pain reliever against Pfizer and Bayer. The last was the daunting challenge facing Raghu Kilambi. Yet the CEO and founder of Swiss Medica Inc. didn't just take his O24-branded pain reliever and try to best well-established products such as Bengay, Myoflex and Rub A535; he outmanoeuvred their respective makers — Pfizer, Bayer and Church & Dwight.
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