June - 2007 issue > Cover Story

By Pradeep Shankar

This ain’t what a common man understands as BPO.

For a relatively young organization, Nipuna Services has a grand vision to emerge as a leader in a growing environment where customers are still on a journey of discovery as to what a BPO house can do. The fact that the market too is relatively undefined makes the game “intellectually challenging,” says its CEO Venkatesh Roddam.

Pharmaceutical giant GlaxoSmithKline is all set to introduce its new drug across multiple geographies. For a company with significant product line proliferation like GSK, the regulatory compliance aspect of packaging and labeling for specific geographies can become a significant cost as well as a potential liability. Even an insignificant artwork error could easily force a product recall. For the statistically minded, each recall typically costs between $1 million and $4 million, and it is said that in large pharmaceutical companies there may be 20,000 artwork changes per year on packages.

At Nipuna Services’ artwork facility in Hyderabad, a bunch of employees elaborate on dosage, schedule, composition and other information on GSK’s medicine packs. With an understanding of the dosage breakup of various drugs and FDA regulations relating to 25 different markets across the globe, this team has built an expertise around global medical pack management. Added to this, some of them even have multilingual skills to translate details on specific drug packages to languages such as Arabic, French, German, Hindi, Italian, Japanese, Portuguese, Russian, and Spanish to address different markets.

With this, Nipuna has busted the myth that artwork processes are restricted to creative fields like animation and advertising. The thinking among the company’s management is that if artwork and pack management is working for the pharma industry, there’s no reason it won’t in other verticals. Working along those lines, it is set to close a similar deal with a confectionary manufacturing firm soon.

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