Caring the babies and moms

The Chennai based Phoenix Medical Systems has specialized in developing maternal and neo natal care systems

Along with a post graduate degree and a project on incubator on his hand V Sashi Kumar, decided to float his own firm soon after his studies. Thus, Phoenix Medical Systems Private Ltd, came into existence in 1989. He established a manufacturing facility in Chennai to produce his own innovation. The company was also working in research and development, in order to conceive new products and solution in neo natal care.

From R&D to trading

Though initially an R&D company, Phoenix switched to distribution of medical products. Speaking on this change in line, V Sashi Kumar, Managing Director, says, "We were forced to shift our focus from R&D to trading because of the industry scenario." With import duty on medical equipments being less and the production cost of medical equipments with same quality in India was higher, the users found it cost effective to import equipments than to buy indigenous one. Further, there was no regulation laid by the Indian government on medical equipments and hence, we had to compete with manufactures who gave cheaper equipments by compromising with the quality, he adds. Thus, R&D and manufacturing proved challenging to Phoenix and it turned its eye on trading in order to sustain in the market. Phoenix thus became a distributor of GE Healthcare products.

Partnering with GE Healthcare

Last year, Phoenix entered into a tie-up with GE Healthcare in the MIC (maternal infant care) segment. GE will now be the primary distributor for Phoenix products in India for this segment. Also, GE can manufacture these products with Phoenix technology and can sell them with modifications outside India under GE's brand name. The tie-up holds no restriction on exporting of Phoenix products. This holds true for any future technologies developed by Phoenix. This tie-up is a landmark in the journey of Phoenix. "This is recognition to the credibility of our products and technology," says Sashi Kumar.

The Product Profile

"We want to provide total maternal and infant care," says Sashi Kumar. The equipment profile of Phoenix includes temperature control products like warmers and incubators. In addition to medical equipments, the company manufactures and sells hospital furniture exclusively for maternal and infant care like delivery tables, examination tables. It also manufactures phototherapy units for neonatal jaundice. This phototherapy unit actually paved way for the tie-up with GE Healthcare. The company has obtained CE certification and ISO certification for quality.

Future Plans

Sashi Kumar is optimistic in the future of neonatal care market as well as the maternal and infant healthcare. "Healthcare now no longer means just treating sickness. Wellness centres are coming up," he observes. With the concept of labour delivery and recovery (LDR) units slowly coming up in India, Phoenix has already started to tap the market. It has already supplied its LDR beds to Columbia Asia Hospitals Group and eyes other major hospitals too for this segment.

"In general, the MIC segment will do well as there is a huge demand for these equipments throughout the world," he explains. Referring the UN's Millennium Project and Millennium Development Goals that emphasizes in reducing child mortality and improving maternal health by 2015, Sashi Kumar is confident that the industry is set to grow. "We are looking at doubling the revenue each year," he concludes. <