"Cellera began its activities in May 2017 with the acquisition of Delta Farmacêutica and part of the assets of Valeant (now Baush Lomb), through the investment of Principia Capital Partners in partnership with Omilton Visconde Jr, a prominent entrepreneur in the Brazilian pharmaceutical market.
Since then, Cellera has built its path based on a unique and innovative business model, with a strategic focus on promoting and distributing established brands in the market. This operational model has provided us with accelerated growth and expanded our presence in the sector through major partnerships and acquisitions.
Thus, in the second year of operations, we acquired Pamelor (Novartis) and Benerva (Bayer), in addition to announcing, in the same year, the licensing of the world’s best-selling probiotic: Culturelle from I-health, a company of the DSM group. At that point, we materialized our entry into the prescription drug market.
The following year, we finalized a promotion and distribution agreement with Janssen Pharmaceuticals, which further strengthened our operation and allowed Cellera to double its size. Subsequently, new opportunities arose with the purchase of Tylex (Janssen), as well as new promotion and distribution agreements with Sanofi, Ferring, and Servier.
In fact, the Brazilian pharmaceutical market has some peculiarities. Large pharmaceutical companies generally focus their investments on innovation, directing resources towards the development of high-cost molecules, consequently reducing the promotion of important and prominent products.
Cellera identified an opportunity to take advantage of the 'long tail' of some medications, aiming to maximize the lifespan of these drugs, which often end up suffering a reduction in their promotion. In general, they are still very interesting products, with good revenue and significant sales opportunities. Some pharmaceutical companies, aligned with their investment strategies, prefer to seek partnerships to carry out the promotion and distribution of these drugs rather than discontinuing them. Our goal is precisely to ensure that these brands continue to gain market share."
