Management of Conflict in Pharma Channel Sales: A Critical Analysis on Branded Pharma Products

India is the 2nd largest producer of pharma products in the world where many of the world players have made their presence. Larger part of the business is trade oriented which makes the role of channel partners very important. Supremacy and politics is a kind of magnet between company and channels in channel sales. It could work either way depending upon the handling and relative positioning. Ideally it should help in aligning partner's interest in the channel with the overall vision of the organization. In monopolistic kind of products the relative supremacy of the channel partners remains subdued but in competitive products supremacy shifts towards channel partners. In this paper the study is done on trade sales in pharma products business in North India which is reasonably competitive in present scenario with a presence of number of small, large and even multinational players. The paper discusses about the existence of supremacy and political factors of channel partner in the Pharma products trade and probable solutions of countering its negative impact on companies.