Despite the ambitions of the company in the custom research and manufacturing services area, Jubilant also remains an API
and finished-dosage-forms generic player and isn't intending to drop either activity. According to Bhartia, "Price erosion
on the generic market has been very strong: sometimes 98–99% in the US market, all of this within a very severe competitive
environment. Our strategy has therefore been two-fold. On one hand, entering the market with only few blockbusters and more
drug-delivery based products. We have developed, for instance, technology platforms for multidissolving, slow-release tablets
and for other novel drug delivery systems. We therefore add value to our generics and can concentrate on niche product areas,
where competition is less important. On the other hand, [we are] developing our outsourcing services to the large pharmaceutical
The model allows the company to maintain revenue-generating activities while strengthening its position as a contract research
and manufacturing services player. It also provides a full-package solution to global companies willing to outsource their
development phases, scale-ups, and manufacturing. "Today we offer a one-stop shop to these companies, from drug-discovery
services, drug-development services, to intermediates, APIs, and dosage forms in tablets, capsules, and injectables."
Jubilant's model is built on an ever-rising demand for a faster and cheaper development phase, allowing quicker cost-recouping
exercises and more launches. "We can help the pharmaceutical industry to develop their pipeline," says Bhartia. "For the same
expenditure they would put together to develop a drug in the West, they can develop three or four.... In the next few years,
there will be billions of dollars worth of patent expiries. So, as outsourcing partners, we believe there is a golden era
ahead of us. We are moving with the market."