Rural markets are hot and ripen. While many experts feel that the rural markets are where the pot of gold is FMCG companies have already launched products to tap those pockets. In an similar bid, pharma majors Ranbaxy and Pfizer have entered into an agreement with ITC to boost rural market sales, reports CNBC-TV18 quoting sources.
It is learnt that Ranbaxy and Pfizer will sell over-the-counter (OTC) products in rural markets through ITC shelf. Sources also add that Ranbaxy and Pfizer are already doing pilot study in Uttar Pradesh via ITC. This is interesting: Grab pharma picks for healthy run, say analystsRural companies have boosted revenues of pharma companies and that 
