Pfizer [Get Quote], the inventor of Sildenafil Citrate, is planning to roll out its blockbuster erectile disfunction drug brand, Viagra, in India this week after a long wait.

The product is expected to be launched in all big cities simultaneously at a "competitive" price.

Currently, there are about 11 generic brands available in the domestic market which are priced in the range of Rs 180 to Rs 200 per strip of 10 tablets.

Pfizer had launched Viagra in regulated markets abroad but hadn't introduced the product in India. With Indian companies flooding the domestic market with generic copies after Pfizer's US and European launches, the company was reluctant to introduce Viagra in India fearing generic competition.

The domestic brands of Sidenafil Citrate, introduced by leading pharmaceutical firms like Zydus Cadila, Ranbaxy [Get Quote], Sun Pharmaceuticals and Torrent [Get Quote] Pharma, have been one in the limelight among different pharmaceutical products launched since 2001.

According to industry data, Penegra, the Sildenafil Citrate brand of Zydus Cadila Healthcare [Get Quote], grossed annual sales of about Rs 32 crore (Rs 320 million) this year.

It is now the highest selling product in the segment. Caverta, Ranbaxy's brand, which reported sales turnover of Rs 26.31 crore (Rs 263.1 million), comes in second.

Torrent Pharma's Androz, has been positioned fifth among the top 10 brands launched during 2001-02, while Sun Pharma's [Get Quote] Edegra is in the ninth position with a turnover of Rs 16.16 crore (Rs 161.6 million).

Industry analysts feel the "curiosity factor" has induced the high turnover of Sildenafil brands despite the presence of over 10 players in the market.

Silagra, Cipla's brand, had also reported attractive sales with a marketshare of 13.69 per cent. Edegra currently enjoys a marketshare of about 9.94 per cent.

Androz has a market-share of 9.31 per cent, while Unichem Laboratories' [Get Quote] Erix brand has a monthly sales figure of about Rs 15 to 18 lakh (Rs 1.5 to 1.8 million) and a marketshare of 6.47 per cent. Juan of Cadila Pharmaceuticals posted sales of Rs 11 lakh (Rs 1.1 million) per month and a marketshare of 4.72 per cent.