Shreya Life Sciences to market launch activities for Generex Oral-lyn, the non-injectable buccal insulin, from the Canada-based Generex Biotechnology Corporation in India.

Generex Oral-lyn is the proprietary oral insulin spray product from Generex Oral-lyn, the first non-injectable buccal insulin approved in India.

Shreya LifeSciences has Generex Biotechnology Corporation in India marketing and distribution licensee in India. The company plans to launch marketing campaign with presentations about Generex Oral-lyn to key opinion leaders and endocrinologists in India at closed-door meetings in Mumbai as the first step.

The presentations will focus on all drug-handling matters concerning Generex Oral-lyn for type 1, type 2, and IGT (Impaired Glucose Tolerance) populations. Generex Oral-lyn is a prandial (mealtime) insulin and provides safe and effective glucose control for up to 2 hours after each meal, as a pain-free alternative to insulin injections.

The presentations involve Generex's medical and marketing teams including Dr Jaime Davidson, medical director, Dr Gerald Bernstein, vice president of medical affairs and Bill Abajian, vice president-global business development.

Generex Biotechnology Corporation, the leader in drug delivery for metabolic diseases through the inner lining of the mouth, received importation, commercial marketing and sales approval in India for its flagship product, Generex Oral-lyn, in November 2007.

Shreya Life Sciences is the fifth largest distributor of insulin in the Indian insulin market and ranked 38th in Indian Pharma Market as per CMARC market research. Shreya has interests in both pharmaceutical and biopharmaceutical products in key therapeutic segments including cardiology, neuropathy, and diabetes.

With a number of approximately 40.8 million diagnosed patients with diabetes (according to the Diabetes Atlas 2007) and an estimated 35.9 million people who have pre-diabetic conditions in India, the company expects a good market in the country. Generex believes that early intervention with insulin therapy could delay the onset and progression of diabetes and its numerous complications, explains a company release.