1:09 am - Friday September 22, 2017

Sensa Core is committed to deliver differentiated products, Analyzers and services that support the improvement of patient care

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Ravi K Maruva Ph.D

Sensa Core is committed to deliver differentiated products, Analyzers and services that support the improvement of patient care

Incepted in the year 2006, Sensa CoreMedical Instrumentation Pvt. Ltd.was created with introducing India’s first Electrolyte analyzer, indigenously designed, developed and manufactured in Hyderabad, India in 2010. Strategically located in Export Industrial park with spreading over 40, 000 Sq. Ft R&D, the company’s manufacturing unit is housed in a beautiful landscaped 5 Acre campus. Sensa Core is focused on delivering products that provide the highest value to clinicians through innovation, reliability and customer service. The company is committed to developing new products and technologies that bring actionable information to laboratories and clinicians in a cost-effective manner, improving patient care and contributing to healthcare cost containment. Since the introduction of ST-100/ST-200 Plus, Sensa Core has introduced 15 different models to cater to varied requirements by different diagnostics and hospitals. Sensa Core’s flagship Ion-Selective electrodes (ISE) technology is utilized by at least 20 different branded electrolyte analyzers. Today it has 7000 customer base in 32 countries around the world and growing at 60% annually.

Sensa Core is a global manufacturer and supplier of high-quality in-vitro diagnostics products that include Electrolyte Analyzers, Reagents, Electrodes and other consumables that are associated with the ISE-electrolyte eco-systems. In addition to its own analyzers, Sensa Core supports and supplies complete solutions in operations and maintenance of every brand of Electrolyte Analyzers. In year 2016-17, Sensa Core had captured 55% of new Electrolyte Analyzer market. The company also manufactures Glucose meters and Glucose strips and plans to be in very Pharmacy store by 2020. Sensa Core’s third major product is its prestigious ST-200CC ABGE (Arterial Blood Gas Electrolyte Analyzer) which is launched in Feb 2017 and has already completed 60 installations. There are less than 10 official manufacturers in the world who manufacture ABGE Analyzer and success of ABGE will put Sensa Core in the niche club dominated by American and European Bellwether companies like Abbott, J&J, Roche, Radiometer, Alere, Nova Biomedical and Instrumentation Laboratories.In addition to products under its own Brand, Sensa Core has been a key player in unleashing its technology in empowering other OEM/ODM products (following the “Intel Inside” model, multiple companies building products around our core ISE technology). The private label strategy has help propel the growth story in faster adaption of Sensa Core’s core technology.

Sensacore at a glance:

  • Sensa Core introduced no-coding Glucose meter under the brand GlucoSpark in 2016 and is the only Indian Manufacturer of Glucose strips registered with National Institute of Biologics and competes with 50 other Glucose meter players which are imported from USA, Europe, China, Korea and Taiwan.
  • Sensa Core introduced India’s first Blood Gas/electrolyte Analyzer ST-200CC in 2017, a must have equipment for every ICU (intensive care unit) in hospitals. Success of ST-200CC in years to come will put Sensa Core on the global market Blood Gas Market as the most affordable Blood Gas analyzer currently dominated by American and European Behemoths.

Implementing diagnostics solution with an excellent quality and innovative products is a challenge on account of various factors, which Sensa Core has successfully achieved by adopting customer centric approach rather than traditional product centric approach. Thoroughly analyzing your needs, industry and product requirements, the company delivers tailor-made, cost-competitive, scalable and robust diagnostics solutions.

In the three segments in which Sensa Core competes, Sensa Core is the sole local Manufacturer, almost enjoying monopoly cult status. Sensa Core’s only competition is international brands and

imported analyzers. Since the analyzers are imported, the cost of procurement, operational costs and maintenance costs are priced out for small diagnostics centers and hospitals. The company manufactured the analyzers with 60% cost reduction in procurement and 80% reduction in operational costs to make the analyzer most affordable without any compromise in features and performance. Sensa Core has ability to launch new products at rapid speed and ability to work on multiple product lines in parallel. Though Sensa Core has been in existence for almost 10 years, it stayed true to the current government’s philosophy and agenda, “Make in India” way before the government mandate was formalized.

Sensa Core’s experience in manufacturing of high-quality vitro diagnostics products including Electrolyte Analyzers, Reagents, Electrodes and other translates into differentiated value proposition and stimulates time-to-market for clients. The company delivers comprehensive services to seven thousand diagnostics centers/clinics/Hospitals and plan to increase the customer base to 20, 000 by 2020. Currently the company exports its analyzers to 32 different countries and plans to expand its international reach to up to 75 countries by 2020. Sensa Core’s transparent, efficient and flexible world class diagnostics process zero downs risks of work failures and create powerful solutions that meet present as well as future demands.

A great place to work, Sensa Core flaunts a jovial environment which lives and breathes ‘Together Everyone Achieves More’; it emphasizes on building of team spirit while keeping a dynamic approach towards overall development of its employees. Currently 120 employees and adding 20-30% of workforce as the company expands and adds more products to its portfolio, are working with the company and they are utilizing their complete potential to serve the best products to clients. The company has one of the most petite R&D team, who are most efficient research team, which has brought all its product lines from scratch to its current form.

Ravi K Meruva Ph.D., Managing Director, Sensa Core Medical Instrumentation Pvt. Ltd. has laid its bedrock on a set of core values and principles that drives the work culture in the organization while guiding every action, every decision and is reflected in firm’s service towards its clients; it strongly promotes integrity, honesty, teamwork, passion for customer satisfaction, and commitment to achieve excellence through innovation and delivery of quality services. Aiming to create a workplace that strives for continual improvement of the business and its overall efficiency to increase competitive advantage, the firm has a mission statement that defines organizational goals.

Milestones

The company reached cash flow positive within 4 years of launching its first flagship product and continues to support all its R&D efforts and manufacturing expansion without relying on external funding. It reached 5000 installations within 5 years of its first product launch. It has introduced new products every year strengthening its product portfolio. Starting with one product in 2010, today it has diversified its product portfolio and is no longer dependent on the strength of a single product.

The CEO Magazine interviews Mr. Ravi K Meruva Ph.D., Founder & Chairman, Sensa Core Medical Instrumentation Pvt. Ltd.

TCM: What is the business problem it hopes to solve with its solutions and offerings?

Ravi: True to its spirit, Sensa Core wants to be indigenous manufacturer of IVD products that are imported and not manufactured in India. If Sensa Core can dream about it, it will surely make it happen and reduce the medical and healthcare cost and make India less reliant on foreign manufacturers and it has come to accept that only way to bring the healthcare cost down is manufacturing the product locally for any IVD (In-vitro Diagnostics) products.

TCM: Please share the Road Map and Future Plans of the organization.

Ravi: Sensa Core plans to expand its product portfolio and also increase its production capacity by installing multiple assembly lines. From the capacity to make 10 analyzers a month in 2010, Sensa Core currently manufactures 300 analyzers a month and plans to expand to 500 analyzers a month. In addition to that it wants to expand glucose meters production capacity to 1 lakh meters a month and 1 Crore Glucose strips a month in coming years. We will launch its Lactate Meter/strips, Total Hemoglobin (tHb) meter in 2017 and is working on multiple products in parallel.

The company plans to join 100 Crore club by year 2020, a vision shared during its product launch in 2010 and is well ahead of time to reach that milestone. With multiple products in multiple disciplines, catering to both hospital and consumer product, and with monopoly cult status in at least three segments where it dominates aided by absence of other local manufacturers, and multiple collaborations in places, it is only matter of when rather than if.

Awards & Recognitions

Sensa Core is the winner of 2011 Prestigious FAPCCI (Federation of Andra Pradesh Chambers of Commerce and Industries) Excellence in Product Innovation; Winner of 2015 Prestigious FTAPCCI (Federation of Telangana & Andra Pradesh Chambers of Commerce and Industries) Excellence in Research and Development. Sensa Core was runners up in the Medical field in 2012 ET now Leaders of Tomorrow.

Ravi K Meruva – Founder & Chairman

Having 22 years of Research and Development experience in the field of electrochemical Sensors & Analytical Instrumentation, Ravi holds Ph.D. from University of Michigan, Ann Arbor, USA and Master of Science from Indian Institute of Technology, Chennai. He also has experience in Ion-Selective Electrodes (Sodium, Potassium, Chloride, calcium bicarbonate and lithium), Blood gas electrodes (pH, Oxygen & Carbon Dioxide), Bio- chemistry Reagents, and Glucose Strips (1uL strips), Reagent formulation, Dispensing and packaging, product development in the field of analytical and diagnostic instrumentation, from Concept to Manufacturing Scale-Up.

Sensa Core has a great team which has been instrumental in executing the business plan to perfection. Founder Ravi K Meruva is ably supported by Nagaraju Meruva (General Manager), Srirama Kumar Kasi (Head of R&D), Kiran D. Date (Head of Sales & Service), Pavan Chandra Nagoor Naralasetty (Business Development Manager), Kalachar H.C.B (Head of Chemistry), Vara Prasad Saladi (Financial Officer) and Vijay Anand Jeldi (Production Manager).

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