CHAPTER-1

INTRODUCTION TO THE INDUSTRY

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Executive Summary

Industry Analysis
With over 25 million people around the world in contact lenses, there is not much of a surprise that eye care has developed an industry for itself. New advances, new companies, and new brands making its presence felt in stores and eye care all over the world. What are the best contact lenses to match your personal requirements? The answer of this question is quite straightforward. Keep in mind that only your eye care professional can tell you what is ideally suited for you, but here are some new advances in eye care that will help you stay informed when its time to make your decision. Eye care value sales reached Rs257 million in 2009. Growth in eye care has been driven by the rising incidence of dryness and infection in urban areas, caused by polluted air and heavy usage of computers. Rising consumer awareness of the effectiveness of eye care products has also driven growth. Euro-monitor International's Eye Care Products in India report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2005-2009, allowing you to identify the sectors driving growth. Forecasts to 2014 illustrate how the market is set to change.

Eye Care in India

The cost different for most eye care procedures vary as high as 8-10 times from that of USA and UK.

Some of the treatments available are:

Eye Lasik Refractive Packages Lasik Eye Surgery Eye Care Treatment Lasik Treatment Refractive Surgery India Laser Refractive Surgery Refractive Eye Correction Package Natural Eye Care Treatment Vision and Eye Care Eye Refractive Care Packages

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Porters Five Forces Analysis of the Steel Industry and Firm level Capabilities Analysis

Competition in the industry

Indian companies need to attain the right product-mix for sustained future growth. Core competencies will play an important role in determining the future of many Indian eye care industry in the post product-patent regime after 2010. Indian companies, in an effort to consolidate their position, will have to increasingly look at merger and acquisition options of either companies or products. This would help them to offset loss of new product options, improve their R&D efforts and improve distribution to penetrate markets.

Potential of new entrants into industry

The threat of new entrants into the eye care industry is very low because of the high costs required to enter the industry. Even though the economies of scale for production may not be very significant, other barriers to entry are highi. To develop new drugs is a very costly and timely process that requires a lot of research and development. Along with high R&D costs, the heavy regulation of the eye care industry is another barrier to entry. All drugs and MSRIM ,BANGALORE Page 3

chemicals used need to be approved by the Food and Drug Administration (FDA), and when the drugs are not approved the time and money used to develop them is lost by the firm. The standards are very strict, starting with preclinical testing by the FDA, then clinical (human) testing and finally the firm applies to the FDA for final approvalii. Another regulation present is that of patents, which generally last about 20 years, and these products are protected by the firm that created them. Patents are a huge barrier for new firms trying to enter the market and are very discouraging. The established firms have differentiated from one another and constructed strong brand names with loyal customers, making it hard for new companies to build up a brand name. The established firms have large budgets to spend on marketing to uphold their brand, just another cost necessary for a new entrantiii.

Power of suppliers
It is essential to identify the suppliers for the eye care industry. The suppliers could be a wide variety of the providers such as the raw materials and intermediates, the manufacturing and production plants, the overseas head offices who supply finished product, the local comarketing partners who supply product or third party suppliers anywhere along the supply chain. Also, labor can be considered as a supplier to industry. Depending on the department, for example the clinical research departments, the suppliers can be the patients in clinical trials, the investigators or the study staff who provide the data. Internal labor can also be another significant supplier to the department. All suppliers provide different levels of threat. It is not easy for the eye care industry to change suppliers even when they threaten to withhold supply. Labor can also be the significant supplier because labor holds immense power when inquiring for more compensation or reducing quality by working fewer hours. In the eye care industry, each supplier holds a certain level of power to be a threat, but it is not too high. Eye care companies usually own manufacturing plants so that suppliers cannot charge unreasonable prices on their own and it is doubtful they will make threats to take their business somewhere else. Labor is not only a threat in the eye care industry, but also in most industries. Thus, the threat from suppliers in the eye care industry is not considered significantly bigger than that in other industries as long as there is no considerable threat from the raw material suppliers.

Power of customers
Major consumers in the eye care industry include doctors, patients, hospitals, drug stores, and eye carecists. There are several significant indicators of the threat of buyers in the eye care industry; they include the number of buyers, product differentiation, and product significance of a buyers final costiv. Buyers do not pose a big threat to the eye care industry because firms spend most of their research and development on new patent drugs.Since the industry has many buyers, and given that competition normally occurs among consumers (e.g. competition among hospitals or drug stores); the power of buyers in terms of the number of buyers in the industry is relatively small. Although big retail stores like Wal-Mart do possess some bargaining power in the industry, they do not pose as big a threat in the eye care industry as they do in other industries. However, the eye care industry does consist of a lot of players and thus, buyers are able to choose among many similar products. In order to combat this problem, individual eye care companies invent new drugs that they then patent to keep up MSRIM ,BANGALORE Page 4

their competitiveness. Although products are branded, buyers are able to purchase according to their own preferences because of the similarity of products. More often than not, individual consumers prefer generic to brand name drugs, since generic drugs are cheaper. Big hospitals or drug stores can pressure individual eye care companies to lower prices as they purchase large quantities and have a higher bargaining power. If a particular eye care company is not willing to lower its price, big hospitals or drug stores are able to look for another firm willing to lower prices. However, if a certain eye care company owns the patent to a specific drug, it monopolizes the market for that specific drug and it becomes the price setter. To a lot of consumers, drugs are necessities. Although hospitals do not have to have every drug to operate, patients prefer hospitals to be able to supply their medications if they are having inpatient services. As a result, costs of drugs might not be the most expensive item on a hospital bill, but its importance definitely plays a role in a patients decision on whether to stay in that particular hospital. Losing a patient to another hospital is a great loss. Of course, hospitals can always choose to carry similar drugs from different eye care companies; so again, successfully developing a patent drug will really serve as an advantage for a specific eye care company.

Threat of substitute products

The five forces have an important effect on how profitable the eye care industry will be. Suppliers do affect the profitability of companies in the eye care industry, but because they are an element of the market they affect everyone and are not a significant force. Many firms now own their own manufacturing plants, so their profits are not influenced very much by suppliers. When buyers have a high bargaining power they are able to put pressure on firms to lower prices, but buyers power for eye care firms, especially ones that have patented drugs, is relatively low. This also goes along with the affects of substitutes, because buyers switching from expensive brand names to generic brands are significantly lowering prices and profitability, but a firm with a patent on its new drug is not affected by generic drugs. The threat of alternative medicine substitutes is also low and does not seem to affect profitability. Since the barriers to entry make it hard for new firms to enter the market, this force also does not affect profitabilityv. Forces all effect profitability differently, and industry rivalry is intense in this industry and has a large effect on profitability. Firms in the eye care market need to be aware of all five forces in order to be profitable and keep a competitive advantage.

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CHAPTER-2 INTRODUCTION TO THE COMPANY

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Introduction
Centre for Sight (CFS) is one of Indias leading Superspeciality Eye Care Centres. It is headed by its Medical Director, Dr. Mahipal S. Sachdev, a renowned ophthalmic surgeon who has many National and International awards to his credit. A Padmashree also stands for him by the Government of India for the excellence and achievements manifested by him. Centre For Sight, since its inception in 1996 has always strived to offer the very best to the ophthalmic patients and has been in the forefront of delivering specialized eye care services for various disorders of the eye Within a short span, Centre For Sight has become an icon of dynamic progress in the field of ophthalmology. With THIRTEEN Centres running in Delhi, Faridabad, Gurgaon, Agra, Jodhpur, Ludhiana or Moradabad, CFS is well on course to be the largest eye care service provider across North India Safety, Expertise and Technology. These are the three words that describe what you can expect from Centre For Sight Centre For Sight stands apart due to its state of the art equipment and infrastructure and personalized patient care. CFS extends its services to all of the ophthalmic specialties including Refractive Procedures (Vision Correction Procedures), Cataract, Glaucoma, Vitreo Retinal services, Uvea, Cornea, Squint, Paediatric Ophthalmology, Neuro- Ophthalmology, Oculoplasty and tumours, Opticals and Vision Aids, Contact Lens and Comprehensive Eye Check up. Centre For Sight has more than 35 renowned Ophthalmologists in its panel who have made a mark in their respective fields. All of them have received superspecialized training from prestigious institutions like R.P. Centre AIIMS, Arvind Eye Care Centre, Shankar Netralaya, L V Prasad Eye Institute, Guru Nanak Eye Centre etc. The ophthalmologists of CFS have received several National and International recognitions for their achievements and humanitarian contributions in the field of ophthalmology. Centre For Sight uses the cutting edge technique of Phacoemulsification with a foldable lens implant for cataract surgeries. We use the latest generation Phaco machine Signature and Millenieum by AMO and Stellaris by B&L. In most cases it is a no injection no stitch no pad surgery leading to very quick visual recovery and rehabilitation resulting in walk in walkout cataract surgery. Centre For Sight is a pioneer in the field of laser vision correction procedures (LASIK). We take immense pride in introducing the INTRALASE-FEMTO SECOND LASER technology in India, infact we are the very first eye care centre to do so in South Asia. This is the same revolutionary technology that is used by NASA and the US AIR FORCE to rectify Refractive errors of its astronauts and fighter pilots. Centre For Sight is recognized by the Central Govt. Health Scheme (CGHS), Delhi Govt. Health Scheme (DGHS) and registered by the Directorate of Health Services, National Capital Region, New Delhi. We are on the panel of reputed public sector undertakings like GAIL (India) Pvt. Ltd ,Oil India,DERC, UGC, CPCB, Mother Dairy, ECHS, Indian Airlines, Seema Suraksha Bal MSRIM ,BANGALORE Page 7

Punjab & Sind Bank, MTNL, etc. We are also empanelled with Multinational Corporates like Escorts JCB, Jet Airways,Taj Palace, Oberoi, Global Healthline 98.4 , Hero Honda, Hindustan Lever Ltd, Bennett, Coleman & Co. Ltd. etc, reputed Insurance Companies and a majority of the TPAs We are also empanneled with Embassy of United States, High Commission of Pakistan, Bangladesh, Japan and New Zealand. CFS because of its philosophy of developing into a leading institution in Ophthalmology in North India has been continuously attracting faculty members and senior consultants from prestigious institutions over the last few years and at Centre for Sight our association to work as a group has enhanced the quality and promptness of services through various means. It has helped us in increasing utilization of the capital-intensive infrastructure-cutting edge technology and manpower superiority. Together our group has joined hands to deliver the most furnished eye care to all the strata of the society. Our eminent faculty has not only imparted the best services to the patients through super specialized care of various diseases through referrals within our group but have also made a significant contribution in training others and in imparting teachings through various programs of DNB and fellowship. Keeping in line with Corporate Social Responsibility and the fact that irrespective of the demographic divide, clear vision should be made available to one and all; CFS is an active partner in the Motiyabind Mukti Abhiyan, a Charity Cataract Surgery Program of the Delhi Government. At Centre For Sight, every individuals condition is given the respect and time it deserves and a personalized experience is created. The patient is given full freedom and is involved in making the treatment choice for himself. From basic line of diagnostic and therapeutic services to complex operative procedures, all activities are carried out under one roof at Centre for Sight It is the Dedication, Professionalism and Perseverance that make Centre for Sight a preferred destination for Quality Eye care not only for Indian Citizens but also for foreign internationals. Infact Centre for Sight is emerging in a big way in the field of Medical Tourism. Centre For Sight believes that Every Eye Deserves the Best because best things in life are Priceless

Vision
To establish the most preferred brand of Super Specialized world class eye care facilities in and around India by 2020.

Mission
Centre for Sight is committed to deliver best quality care with personalized touch and cutting edge technology, to enhance patient satisfaction and provide continual improvement in our services.

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Quality Policy & Objectives

To provide quality of care that exceeds the patients expectations. To adhere to operational protocols of institute, in order to reduce errors and enhance patient safety. To comply with all statutory and regulatory requirements. To promote on the job training to improve skills and competence of the staff. To ensure health and safety of the staff members.

In keeping with our philosophy every eye deserves the best, we at Centre for Sight have always strived to offer the very best to the ophthalmic patients and have been in the forefront of delivering specialized eye care services for various disorders of the eye. CFS extends its services to all ophthalmic specialties including Refractive Procedures (Vision Correction Procedures), Cataract, Glaucoma, Vitreo Retinal services, Uvea, Cornea, Squint, Paediatric Ophthalmology, Neuro- Ophthalmology, Oculoplasty and tumours, Opticals and Vision Aids, Contact Lens and Comprehensive Eye Check up. Centre for Sight boasts of a team of more than 60 renowned ophthalmologists. All of them have received super specialized training from prestigious institutions like R.P. Centre AIIMS, Aravind Eye Hospital, Sankara Nethralaya, L V Prasad Eye Institute, Guru Nanak Eye Centre etc. The ophthalmologists of CFS have received several National and International recognitions for their achievements and humanitarian contributions in the field of ophthalmology. In keeping with our Corporate Social Responsibility and the belief that irrespective of the demographic divide, clear vision should be made available to one and all; CFS is an active partner in the Motiyabind Mukti Abhiyan, a Charity Cataract Surgery Program of the Delhi Government. At Centre for Sight, every individuals condition is given the respect and time it deserves and a personalized experience is created. The patient is given full freedom and is involved in making the treatment choice for himself. From basic line of diagnostic and therapeutic services to complex operative procedures, all activities are carried out under one roof. It is the Dedication, Professionalism and Perseverance that make Centre for Sight a preferred destination for Quality Eye care not only for Indian Citizens but also for foreign nationals.

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Marketing:
Centre for Sight has always kept pace with the changing technology and has adopted it for the patient's benefit. We are equipped with the state-of-the-art Stellaris, Signature and Infiniti systems: The latest generation phacoemulsification machines. Following cataract surgery an artificial lens (intraocular lens) is implanted into the eye. At Centre for Sight, we offer a wide array of intraocular lenses (IOL) to suit every patients individual needs.

Brand promotion:- it is necessary for the new center to exist In that location which is already a brand image in the North region (delhi) the activities done to promote the brand as follows Co-branding with as follows 1. Chemist 2. Doctor 3. Spiritual areas 4. Optimist Auto branding:- as per the large population of Agra the no of auto is about 10000 so to target 1/4th of the segment we start auto branding , better way to communicate with the moving people Public sectors:- the agra police is larger public sector in the area so v arrange a free eye camp as per the authorities By the traffic control board of the city permitted us to dispatch our advertisement on the barriers including the information of rules and regulation of traffic police Activities 1. Meeting with chemist 2. Meeting with optimist 3. Tour visits 4. Business development training with phrma companies
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 Advertisement Media the times of India navrathan times danik jagran danik bhaskar local advertisement local news paper adds radio big fm 92.7 local tv add pamphlets our brand image

social networking:- to promote the brand we also available with social networking as follows: facebook orkut twitter hi5

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COUSTOUMER:- in our organization our customer are in the form of patients of eye related disease which were reached us in the following ways by the referral of chemist by the referral of doctor by the referral of optum advertisement camps activates personal contacts beauty parlor apartments defense colony by telephonic calls offer coupons exisisting brand image of main center emplaments Product portfolio Products: As our organization is the eye care industries so our products mainly services but some features we form them as a products lasik:- is a type of refractive surgery for correcting myopia,hyperopia and astigmatism the alternatives to wearing corrective eye glasses and contact lenses cataract surgery 1. foldable lenses 2. nonfoldable lenses zyoptix 100(Bausch+lomb)

LASIK

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LASIK surgery is performed as an outpatient procedure in the comfort and convenience of the laser surgical suite. The entire vision correction procedure takes less than 20 minutes and both eyes are done in the same sitting . The procedure is performed using topical anesthesia (eye drops). Some patients report a slight, post-operative discomfort that can usually be alleviated with medications. Patients see a dramatic improvement in their vision within the first day. Most patients return to their normal activities within a day or two Step by Step The LASIK procedure takes a few minutes to complete, and the procedure is relatively painless. Patients are always amazed at the ease of this procedure because of speed and comfort. Only topical anesthetic drops are used to numb the eye for the procedure. An eyelid holder or a lid speculum is inserted to prevent blinking while the drops eliminate the reflex to blink

Step 1
A suction ring is placed on the eye to secure the eye and maintain pressure within the eye while the corneal flap is created. A microkeratome, an automated microsurgical instrument similar in design to a carpenter's plane, is used to create a thin corneal flap which remains hinged beneath the upper eyelid. The corneal flap is 120 to 160 microns thick, about 30% the corneal thickness which is typically about 550 microns. Patients do not feel or see the cutting of the corneal flap, which takes only a few seconds. Corneal "flap making" has been researched and developed for 40 years, providing us with a long history of safety and stability.

Step 2
The corneal flap is then laid back and the inner stromal layers of the cornea lasered with the patient's prescription. An ultraviolet light from the excimer laser reshapes the internal cornea with an accuracy of 1/2000th of a milimetre. For reshaping the cornea, the corneal surface is ablated with the help of a pre-programmed excimer laser. This changes the refractive power of the cornea, thus eliminating the refractive error of the eye.

Step 3
The corneal flap is then repositioned and the flap and interface rinsed. Once the procedure is completed, the surgeon will wait 2 to 3 minutes to ensure the corneal flap has fully re-adhered.

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At this point, patients can blink normally and the corneal flap remains secured in position by the natural adherence within the cornea. While it is possible to dislodge the corneal flap during the first day or two by physically rubbing the eye, this event is actually quite rare. After the first week, LASIK patients can resume their full activities. Since the protective layer remains intact with LASIK, no bandage or contact lens is required. However, a protective eye shield is normally recommended for a day. LASIK patients are placed on an antibiotic and anti-inflammatory drop regimen for about 1 week. They also need to instill artificial tears for a couple of months. Patients are able to travel by air immediately and exercise after 1 week. LASIK is generally considered the method of choice by using the Excimer Laser for correcting refractive errors. Another popular technique is Photo Refractive Keratectomy or PRK. LASIK, however allows faster post-operative recovery of vision, requires less followup, and allows the patient to be more comfortable faster. There are specific indications to opt for PRK in some patients. Are you a candidate for LASIK? Generally, a candidate is over 18 years old and has healthy corneas. Candidates must not have had a significant increase in their prescription in the last 12 months. The criteria that surgeons use to determine eligibility vary. The following set of questions is designed to alert patients to conditions that surgeons will evaluate on a case-by case basis. Click here to check your eligibility. What can you expect from LASIK? The primary goal of refractive surgery is to reduce your dependence on visual aids. Can LASIK cure reading glasses too? A method known as Monovision whereby one eye is left slightly myopic and the other corrected for distance, allows people to perform most functions including reading and long distance viewing with great success. Will I have perfect vision after surgery? Will I still need my glasses? Every patients vision improves after LASIK, though to differing degrees depending upon the initial spectacle or contact lens correction.. Patients with high initial correction may require reading glasses or a thin pair of glasses for activities such as night driving. We urge you to look at LASIK not as an alternative to perfect eyesight, but as a procedure that reduces your dependence on glasses or contact lenses. What are the long term effects of the LASIK procedure? The Excimer laser procedure has been prevalent in many countries worldwide since the early 1980s. Many clinical studies conducted to study the long term effects of this procedure have come up with the same conclusion that there are no long term effects on the integrity of the eye. Can I go blind? LASIK is the second most frequently performed surgery in the entire field of medicine since 2000, having been performed on more than 17 million patients worldwide. With adequate care, right equipment and trained personnel chances of serious complication is extremely remote. MSRIM ,BANGALORE Page 14

Is the procedure painful? Not at all. Post-operatively, you may feel a slight grittiness in the eyes, which may last a few hours. When can I get back to work? Usually, you can be back at your desk, performing your routine tasks, the very next day. Are there any side effects? Your vision may fluctuate for a few days after surgery. You may notice some glare around lights at night. Your vision in the evening will not be as sharp as your vision during the day. These are temporary and usually pass off with time. How long does the effect of LASIK last? The effect is permanent. Are all laser procedures the same? There are two laser procedures used to correct refractive errors PRK and LASIK. These procedures differ vastly, though. In PRK, the procedure is done over the surface of the cornea. In LASIK, surgery is performed under the protection of a flap of corneal tissue, which has tremendous advantages in patient comfort, predictability and safety. What are the powers it can correct? Myopia : minus 1 to minus 15 diopters. Hyperopia : plus 1 to plus 6 diopters. Astigmatism : upto 6 diopters.

Advantages of LASIK

No injection No prolonged medication No elaborate surgery Totally an out patient procedure Treatment over within 10 minutes Normal activities can be resumed the next day Permanent, once in life time treatment Minimum recurrence of power Both eyes treated at the same time The cost of lasik procedure is Rs.22,000/- for both the eyes.

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Cataract Services
Centre for Sight was one of the first eye care centres in India to introduce the Crystalens accommodating IOL technology to its patients. Crystalens HD is the only FDA approved accommodating IOL and has been designed to move within the eye so that most patients will be able to see at all distances (near, intermediate and distance) without the need for glasses. Refractive Surgery Services Centre for Sight is a pioneer in the field of laser vision correction procedures (LASIK). We take immense pride in introducing the INTRALASE-FEMTO SECOND LASER technology in India. In fact. We were the very first eye care centre to introduce the blade-free Intralase technology in South Asia. This is the same revolutionary technology that is used by NASA and the US AIR FORCE to rectify refractive errors of its astronauts and fighter pilots. Cornea Services The Cornea Service at Centre for Sight is dedicated to the medical and surgical treatment

Keratoconus Clinic
Centre for Sight offers the latest technology for the treatment of keratoconus and ectatic corneal disorders. From Pentacam Scheimpflug imaging to C3R to Intacs, we strive to offer the best.

Corneal topographic analysis

At Centre for Sight, we offer the latest corneal imaging modalities: the Pentacam Scheimpflug imaging system and the Orbscan slit scanning technology to map and diagnose even the earliest cases of keratoconus.

Corneal collagen crosslinking

Corneal collagen crosslinking, CXL or C3R is a relatively new form of therapy for keratoconus patients. It involves treating the cornea with high concentrations of vitamin B (Riboflavin). This is followed by exposure to UV light. The treatment induces cross linkage of corneal collagen fibers at the molecular level. This treatment is aimed at arresting the MSRIM ,BANGALORE Page 16

further progression of keratoconus by strengthening the corneal architecture. It also aids in better contact lens fitting in these patients and reduces the need for major surgeries like corneal transplantation. of problems involving the Cornea and Ocular surface.

Glaucoma Services
A watery fluid known as aqueous humor fills the spaces in the front one third of the eye. This fluid nourishes the cornea and the lens and gives the front of the eye its form and shape. The aqueous humor is continually produced by the ciliary body and drains through channels located in the trabecular spaces of the angle of the eye. In a normal eye the rate of production should be balanced by an equal rate of drainage. This keeps the pressure inside the eye (intraocular pressure) stable. In some individuals, with advancing age, these channels get blocked; disrupting the outflow of this fluid. This results in raised pressure within the eye. This raised pressure then starts damaging the optic nerve. The optic nerve carries the signals of sight from the eye to brain, thus making vision possible. Damage caused to the Optic Nerve leads to decrease in the field of vision and sight. This condition is called GLAUCOMA or KALA MOTIA.

Retina and Uveitis Services

Centre for Sight has a team of proficient retina specialists for the medical and surgical management of retinal diseases such as retinal detachment, diabetic retinopathy and age related macular degeneration. Centre for Sight at Gurgaon has been developed as a state of the art Retina Institute which boasts of a team of prominent vitreoretinal surgeons and is equipped with the latest technology to manage even the most complex vitreo-retinal diseases. CFS Gurgaon was the first centre in India to be installed with the Stellaris PC which offers cutting edge technology to perform even the most complex vitreo-retinal procedures without the need for sutures. Know more about common retinal diseases

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Paediatric Ophthalmology and Squint

Eye care in children is different from adults Eye doctors for children are distinctive and trained differently because the type of eye diseases that affect children are different from adults and require different kind of instruments to diagnose and treat. Although any eye disease that affects an adult can affect a childs eye; most common eye diseases seen in children are Squinting of eyes, Refractive error, Lazy eye disease, Watering from the eye, Developmental or Congenital Cataract, Eye allergies, Eye injuries, Retinopathy of Prematurity (ROP) and uncommonly Tumors.

Oculoplasty, Aesthetics and Oncology

Ophthalmic plastic surgery or 'Oculoplasty' is the branch of ophthalmology that deals not only with the diseases of the eye, but also important structures around the eyes like eyelids, eyebrows, orbit and the tear system which are vital to the normal appearance and function of our eyes. Common conditions needing ophthalmic plastic surgery:

Ophthalmic plastic surgery helps correct abnormalities of eyelids like:

Drooping of the lids (ptosis) In-turning (entropion) of lid margin Out-turning (ectropion) of lid margin. Lid deformities resulting from trauma. Problems related to excessive watering from the eyes. Patients who suffer paralysis attack often have difficulty in eyelid closure, which can also be dealt effectively.

Aesthetic Surgery:
Our eyes are by far considered by many to be the most important feature on our face. Overtime, their beauty can be greatly reduced by ageing, creases and eyebags. The aesthetic aspect of ophthalmology deals with rejuvenation and enhancement of facial features with the help of various surgical and non surgical methods.

Aesthetics:
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Botox for various cosmetic and functional problems Fillers (Restylane) for periocular hollows and depressions Surgery to correct loose eyelid skin or eye bags (Blepharoplasty) Correction of sagging eyebrows: Brow lift Cosmetic Fat transfer procedures Treatment of scars

Oncology: Types of Tumors Managed

Eyelid tumors Conjunctival tumors Ocular surface tumors Iris tumors Ciliary body tumors Choroidal tumors Orbital tumors Optic nerve tumors Retinal tumors including Retinoblastoma A tie up with a medical-radiation oncologist is arranged for patients needing chemotherapy and radiotherapy for comprehensive management of cancer patients.

Neuro- Ophthalmology
Neuro-ophthalmology is the sub-speciality of ophthalmology that deals with diseases related to the optic nerve and the brain. Some common diseases that a neuro-ophthalmologist may see include optic neuritis (inflammation of the optic nerve), optic neuropathy, papilledema (optic disc edema), ocular myasthenia gravis, brain tumors affecting vision, idiopathic intracranial hypertension or pseudo tumor cerebri, unexplained visual loss, headaches and double vision. We, at Centre for Sight, are equipped with the latest electrophysiology machines (VER, ERG, and multifocal ERG) to diagnose and monitor these complex disorders.

Contact Lens and Low Vision Aids

Contact lens are devices made of medical grade plastic materials used mainly for correction of refractive error. They offer a more active spectacle free life, greater cosmestic MSRIM ,BANGALORE Page 19

acceptability, better & clearer images, lack of misting and a wider field of view than spectacles. The contact lens clinic at Centre for Sight provides contact lens trial, fitting and dispensing for cases ranging from simple refractive errors to complex corneal surfaces such as post-transplant eyes and patients with keratoconus. Low vision evaluation is a process that helps to assess the visual needs of a person with low vision. An ophthalmologist or optometrist, who specializes in low vision, performs a comprehensive visual function evaluation using special charts. After thorough examination.

Optimum use of vision The low vision devices required and their usage. The best adaptation to home, school, the workplace and nearby surroundings.

Optical Outlets
Centre for Sight has its own in-house opticals chain: Optix. We offer an extensive selection of frames traditional and designer for all ages and to suit every budget.

The facilities include:

A wide variety of non branded and major branded frames including Tommy Hilfiger, Versus, Gucci, Police, Guess, Versace, D&G, Hugo Boss, Carrera etc. High standard of craftsmanship. Latest technology with Quality aids. Free adjustments, nose pads and repairs on any eye wear purchased at the Opticals. You can find us in: Safdarjung Enclave Gurgaon Preet Vihar Rajouri Garden Faridabad Okhla Ludhiana Jodhpur Moradabad

Pharmacy

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With the increasing demand, the pharmacy at Centre for Sight was established in February 2007, which has now grown in its size as well as contents. The pharmacy functions during the regular hospital hours of 9.00 AM to 6.00 PM.

The facilities include

All commonly used drugs to meet the demand. Fully computerized transactions. Appropriate drug pricing. Computerized inventory control system. Patient Procedures Inpatient Surgical Procedures at Centre for Sight: The various Surgical Procedures carried out at Centre for Sight are mentioned below.

Refractive Surgery

Custom Vue Individualized LASIK iLasik (Custom Vue with Intralase) Epi LASIK Phakic IOL (ICL) implantation Refractive lens exchange

Cataract Surgery

Phacoemulsification cataract surgery MICS SICS and conventional cataract extraction

Retinal surgery

Pars Plana Vitrectomy Scleral Buckling Diabetic Vitrectomy Vitreo Retinal Surgery with Silicon Oil MSRIM ,BANGALORE Page 21

Intravitreal injections Silicon Oil Removal Buckle Removal Scleral fixation of intraocular lens (Secondary IOL)

Glaucoma Surgery

Trabeculectomy with/without Mitomycin C Phacoemulification with IOL + Trabeculectomy Glaucoma drainage devices Trabeculotomy

Squint Surgery

Oculoplasty Procedures

Syringing & Probing Chalazion Electroeopilation Dacryocystorhinostomy (DCR) Ptosis surgery Entropion surgery Ectropion surgery Enucleation with/without implant Evisceration with/without implant Mucous Membrane Grafting Fornix Formation Tarsorrhaphy Orbitotomy Dermoid Cyst Excision Lid Repair Lid Reconstruction Canalicular Repair Botox Injection MSRIM ,BANGALORE Page 22

Corneal Transplantation

Penetrating Keratoplasty (PK) + Cataract Extraction with IOL Therapeutic Keratoplasty Lamellar Keratoplasty Descemets Stripping Automated Endothelial Keratoplasty Anterior Stromal Puncture (ASP) + BCL Tissue Adhesive + BCL EDTA Chelation Intacs Collagen crosslinking (C3R/CXL) PTK Phototherapeutic Keratoplasty Pteryguim Excision + Conjuctival Autograft Ocular surface neoplasia excision with/ without graft

Out Patient Procedures at Centre for Sight Consultation Follow up Visits Diagnostic & Therapeutic Procedures

Schirmers Test Applanation Tonometry Refraction Fluorescein Staining Punctal plugs insertion Corneal Topography & Pachymetry ( Pentacam & Orbscan) Visual Fields Squint Work up Fundus Fluroescein Angiography ICG Examination under Anaesthesia Fundus Photography CCT (Pachymetry) Ultrasound B Scan Diurnal Variation ECG MSRIM ,BANGALORE Page 23

Synoptophore Exercise Nd Yittrium Aluminium Garnet (YAG) Capsulotomy Nd YAG Synecholysis / Sweeping Nd YAG Iridotomy Green Laser Trabeculoplasty Green (Fd Nd YAG ) Laser Barrage Laser Retinal Cryoprexy Cyclo Cryoprexy Diode laser cyclophotocoagulation Trans Pupillary Thermo Therapy (TTT) Photo Dynamic Thermo Therapy (PDT) Retinopathy of Prematurity Laser Posterior Sub Tenon Injection Intra ocular Lens Power Nerve Fibre Analyzer Specular Microscopy Optical Coherence Tomography (OCT) Non Contact Tonometer Contact lens fitting

Refractive Surgery Lasik: Laser Vision Correction

LASIK or Laser in situ Keratomileusis reshapes the cornea by using a laser beam to alter its curvature. It corrects vision by altering the refractive power of the eye by producing a calculated change in the curvature of the cornea. The image of the outside world in now forced sharply. The procedure is relatively simple and comfortable. Eyes of the patient are made numb by instilling anesthetic eye drops. Using an instrument called microkeratome a thin flap of corneal tissue is raised. The excimer Laser then reshapes the cornea by removing a predetermined precise amount of tissue from inner cornea. The corneal flap is then repositioned back where it bonds without the need of stitches. .

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Blade-Free Lasik: (iLASIK (CustomVue With Intralase)

. For people who are seeking an alternative to the traditional LASIK incision (with blades) or who may be afraid to have a blade cut their cornea, the state of the art femtosecond laser, Intralase, is now available for the laser vision correction. Centre for Sight is a pioneer in the field of laser vision correction procedures (LASIK). We take immense pride in introducing the INTRALASE-FEMTO SECOND LASER technology in India. In fact we are the very first eye care centre to do so in South Asia. This is the same revolutionary technology that is used by NASA and the US AIR FORCE to rectify Refractive errors of its astronauts and fighter pilots. SuPHAKIC Intraocular lenses Hope for Thin Corneas

What are Implantable Collamer Lenses (ICL)? Implantable collamer lenses (ICL) are a type of phakic intraocular lens. Phakic intraocular lenses, or phakic lenses, are specialized lenses made of plastic or silicone material, which are implanted into the eye permanently to reduce a person's dependence on glasses or contact lenses. They are called as Phakic lenses as they are implanted into the eye without removing the eye's natural lens. The phakic lens is inserted through a small incision and placed just in front of or just behind the irirface Ablation: Epilasik- Hope for Thin Corneas

The treatment options for Cataract?

Surgery is the only course of treatment for cataract. There are options available for cataract surgery:.

Conventional Cataract surgery or Extra Cataract Extraction (ECCE)

Requires a incision of 10 - 12 mm The cloudy eye lens is removed in one piece A hard plastic lens is implanted Multiple Stitches are required Final glass prescription could take even upto 10 weeks

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Small incision cataract Surgery (SICS) Requires a smaller incision of 5 mm Cataract is removed manually and foldable intraocular lens (IOL) is implanted No stitches Heals fast Micro incision Cataract surgery (PHACOEMULSIFICATION) Requires a very small incision of about 2 mm Cataract is emulsified into small pieces by an ultrasonic probe and a foldable IOL is implanted. Walk-in ,Walk-out procedure Stitch less, bloodless, painless surgery IOLs There are different types of lenses:

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Monofocal IOL:
With these IOL implants, the patient has good distant vision but will need reading glasses for near work. These can be with regular or aspheric surface. The aspheric design IOL gives provide better contrast and improved quality of night vision.

Multifocal IOL:
These premium IOLs are designed to give good distant, intermediate and near vision. They are designed with multiple concentric rings or other unique in-built features that allow objects at varying distances to be brought into focus. These lenses reduce the patient's dependence on glasses for routine activities

Toric Lenses:
These have cylindrical power incorporated in the lens and can correct the astigmatism (cylindrical power) upto 6 diopters in glasses.

Accommodative Lenses:
Crystalens, the only FDA approved accommodative lens is now available in India. This latest technology allows the lens to move back and forth, allowing it to bring into focus objects at varying distances (near, intermediate and far). This lens remains free from the side effects of glares, haloes and ghost images which may sometimes be reported with multifocal IOLS.

squints treatment:
Optics (Spectacles) Occlusion (Patching) Orthoptics (Eye Exercises) Operation (Surgical Correction)

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Dr. Mahipal S. Sachdev has written several articles for various English as well as Hindi Newspapers. The articles are published in the newspapers like Times of India, Hindustan Times, The Tribune, Navbharat Times, Dainik Jagaran, Punjab Kesari etc. The Tribune, newspaper publishes the articles written by Dr. Mahipal S Sachdev, fortnightly. Some of the chosen articles are available at the links below.

1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Cataract Article Be Smart Better Safe Than Sorry Breakthrough Innovation in Cataract Surgery Crossed Eyes Crystalens Freedom From Cataract Freedom From Glasses-FAQS Glaucoma Story IOL Story

Customers
As the eye care industry focuses on maximizing the lifetime value of customers and physicians, customer relationship management plays an increasingly important role. This study examines several top companies' CRM strategies and tactics to discover and analyze CRM best practices. From structural involvement to overcoming inherent customer relationship management challenges, this study delves into the topics most relevant to eye care companies today. Eye care Customer Relationship Management analyzes the inner-workings of initiative development, management and improvement processes. The report provides companies with the necessary tools to improve their CRM programs by comparing their spending, staffing, structure, and strategies to those of top eye care companies.
PSUs Corporates TPAs

Airport Authority of India Limited (AAI) Airports Economic Regulatory Authority of India (AERA) BSNL BHEL MSRIM ,BANGALORE

Apollo Eye carecy Aircel Ask4Health Aviva Life Insurance

Alankit Health Care Ltd. Anyuta Medinet Healthcare Pvt. Ltd. Apollo DKV Insurance Co. Bajaj Allainz Insurance Co. Page 28

BHEL (Haridwar) Bharat Petroleum Central Electricity Regulatory Commission (CERC Central Government Healh Scheme (CGHS) Central Pollution Control Board (CPCB) Consortium for Educational Communication (CEC)

B L Kashyap

Benett & Coleman (Times Group) Barons Chemicals & Systems E-Meditek solutions Pvt. Ltd. Pvt. Ltd. B A Continuum Solutions Pvt East West Assist Pvt. Ltd. Ltd Baidyanath Family Health plan Ltd. Bridges Healthcare Federation Focus Healthcare Pvt. Ltd.

Cholamandalam MS Gen. Insurance Dedicated Health care Services

Human Resources:
In the rapidly changing management scenario, HRM has an important role to play HR is a highly Productive corporate asset and the overall performance of companies and corporations depend upon the extent to which it is effectively developed and utilized. Human resource is certainly important even in this age of extensive use of computer technology. This is because machine cannot be used as a substitute for human brain which has capacity to think, assess and react. It is correct to say that man is a power rather than man has a power. Progressive managements invest huge funds on training and development of human resource and this suggests the important of human resource management and its contribution in industrial and economic development in India. Organizations are made of people. Their effectiveness depends on the performance of the people constituting them. There was a time when employees used to be considered as liability. Over the time the organizations have realized the importance of its human resources and they are no more being considered as liability but a valuable and strategically important asset. The employees are partner in business. The transformation in the attitude and the outlook towards people in organization has led to development of Personnel Management, which is now-a-days also known as Human Resource Management. The primary purpose of Personnel Management is to contribute to the profitability and survival of an organization by effective Management of its total human resources. In doing so, however, it seeks to strike a balance of the macro (social justice), micro (organizational effectiveness), functional (personnel policies and procedures) and personal (individual goals, quality of work life) objectives Eye care industry currently employs more than three million people. In states like Karnataka and Gujarat, eye care industry employs the largest number of people in India. The industry offers great employment opportunities or research and other skilled workers due to the factors like increasing eye care companies coming to India, increasing outsourcing from India. The concept of eye care retail chains that has gained momentum in the recent years has also created numerous employment opportunities in the sector. MSRIM ,BANGALORE Page 29

Operations
The key input of the hospital is the patient the other important inputs are the skill and knowledge of the doctors, nurses, support staff, the level of sophistication of the equipment utilised, etc. Six such stages are given below: 1. 2. 3. 4. 5. 6. Admission Diagnosis Treatment Inspection Control Discharge

These stages do not exist separately, but are interlinked. The most important elements are lines of communication within the set up, the power balance between the different players, capacity of the physical resources of the hospital and their being in working condition. The experience of patients depends on the final interplay of all these factors.

Finance:
The Finance & Accounts Department plays pivotal role in any organization, and is generally considered to be the nerve centre of all activities, as all activities have a commercial implication. The activities of the department can be broadly classified into the following categories: 1. Finance functions dealing with: The sourcing, control of funds and finances. As well as concurrence of proposals. 2. Accounts function dealing with the preparation of financial statements. 3. Legal function compliance and adherence of various laws. 4. Audit functions compliance with company rules & regulations. 5. MIS functions providing the management with data for decision making. 6. Based on the above functions, various sections are formed which deal with specific activities. 7. This is required as every single business activity taking place in an organisation has some sort of financial implication, the effect of which is reflected in the financial statements. Financial statement: Review of Operations and Performance:

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Particulars

31.03.2010

311)3.2009

(Current year) (previous year) 1397.30 Income from Operations and other income 235.33 Profit before Depreciation and Tax 256.47 (21.14) 2.73 Profit /(Loss) before Tax Less: Provision for Taxes 305.88 166.49 139.40 23.16 1291.52

Less: Depreciation

(23.87)

116.24

Profit / (Loss) after tax transferred to Reserves & Surplus

During the financial year ended 31s March 2010, the gross income from operations and other income amounts to Rs.1397.30 Lacs showing 8.19 % increase over the previous financial year 31s March 2009. Due to absorption of higher amount of depreciation and overall increase in operating cost, the company has incurred a net loss of Rs.23.87 lacs during this financial year. Dividend: Your Director have not recommended any dividend for the year under review. Outlook for the current year: The possibility of opening new centres in potential areas is being explored.Corporate Social Responsibilities: In its role as a socially responsible corporate citizen, your Company reaches out to the needy sections of the society in many ways. In line with this policy, your Company has been continuously organizing many free eye camps along with trust to provide free eye treatment to peoples below the poverty line. Opportunities and Threats: Through there is a stiff competition in eye care, our company is reasonably doing well. It is because of the established name for quality eye care and increase in demand for eye care in the public. Utilization of IPO Proceeds along with loan and internal generations of funds: The Company has envisaged utilization of IPO Proceeds in respect of the following objects and up to financial year 2009-10 has utilized Rs. 4748.57 lacs towards the objects as detailed below:

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Sl.No Objects / Expenditure items

Total Cost to be

Estimated

Actual Utilization in FY 2008-09 & 2009-10

met from IPO Proceeds 01 02 03 04 05 06 Land Building Infrastructure Equipments Staff quarters Setting up primary eye care unit Working Capital requirement Public Issue Expenses Contingencies Total 1580.00 1590.00 330.00 980.00 75.00

Utilization

1580.00 1590.00 330.00 980.00 75.00

1949.66 893.29 246.05 1166.71 75.00

330.00

330.00

0.00

07

150.00 270.00 195.00 5500.00

150.00 270.00 195.00 5500.00

30.00 387.86 O00 4748.57

08 09

Competition: The competition from the un-organized sector would be met by delivering quality eye care on par with international standards which the un-organized sector lacks in view of constraints in investment to create a quality hospital. Because of increased opportunities, many private players are entering into this sector. Your Company can counter this challenge by providing focused eye care delivery and by deploying the state of the art equipments backed by panel of expert Doctors .Shortage of Skilled Manpower: Increasing demand for health care services combined with the aggressive expansion by the Indian private health care players is expected to significantly increase the demand for medical professionals. Similarly there is a shortage of medical and para-medical staff. We have atalented and skilled manpower in terms of Doctors, Nurses and para-medical staff. We continue to attract talented and skilled medical professionals.Capital Investment The total capital investment including the work in progress incurred up to March 2009 was Rs.988.70 lacs equipments and infrastructures. Thi capital expenditure was met through IPO, Internal generation as well as building loan availed from Banks. Directors: retire by rotation at the forthcoming Annual General Meeting and being eligible, offer themselves for re-appointment.Directors Responsibility Statement:The MSRIM ,BANGALORE Page 32

Directors confirm that II. Appropriate accounting policies have been selected and applied consistently, and judgments and estimates that have been made are reasonable and prudent so as to give a true and fair view of the company at the end of the financial year and of the company for that period. Ill Proper and sufficient care has been taken for the maintenance of adequate accounting records in accordancewith the provisions of the companies Act ,1956 for safeguarding the assets of the company and for the preventing and detecting fraud and other irregularities. of this report.

Organizational HierarchyOur Management Team

Dr Mahipal S Sachdev, Chairman & Medical Director Centre for Sight, Group of Eye Hospitals Dr Mahipal S Sachdev did his MBBS from the prestigious apex institution the All India Institute of Medical Sciences, New Delhi. He pursued MD in Ophthalmology at Dr Rajendra Prasad Center for Ophthalmic Sciences, AIIMS, the national apex institute for ophthalmology. He was trained in the super-specialty of Cornea, Refractive Surgery and Phacoemulsification. He was selected for advanced training and fellowship in Cornea at the Georgetown University, Washington, USA. Dr Sachdev has been Secretary of the Delhi Ophthalmological Society and the Chairman, Scientific Committee of All India Ophthalmological Society. Currently he is the Chairman Intraocular Implant and Refractive Society, India. After tasting clinical stardom at a young age, Dr Sachdev groomed himself for entrepreneurial success. His vision has seen Centre for Sight grow from a single eye care facility in 1996 to a network of eye care centres spread across North India.

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Dr Alka Sachdev, CEO Centre for Sight, Group of Eye Hospitals A medical veteran from the Prestigious Delhi University who has a rich experience of more than 20 years as a medical faculty in Central Government. She is responsible for the operations and smooth functioning of CFS. Mr. Avnish Bajaj, Managing Director Matrix Partners India Avnish graduated from the Indian Institute of Technology Kanpur. With a MS Degree from the University of Wisconsin, Madison, in the U.S. he joined Apple Computer as a Software Engineer. He holds a degree in MBA from Harvard Business School. Currently, the Managing Director of Matrix, Partners India, He likes investing in companies that are run by great leaders and who are focused on capitalizing on the exponential growth rates of the domestic Indian market.

Mr. Shimant Chaddha, CFO Centre for Sight, Group of Eye Hospitals Mr. Shimant Chaddha holds an experience in the field of Banking/ Finance for over 16 years as a chartered accountant. Former Vice President at GE Capital Services India as Head of Commercial Lending- Mid size Corporate, he has also served in ABN AMRO Bank as Head of Healthcare Finance.

Dr Mohita Chandra, Medical Superintendent Centre for Sight, Group of Eye Hospitals Dr Mohita Chandra completed her studies in medicine from K.L.E University. She has over 15years of rich experience in the field of Health care management. She has worked in hospitals like Kailash Hospital, Noida, and Metro Hospital etc. Currently, she is responsible for the smooth functioning of CFS.

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Mr. Sumeet Khanna, COO Eye care Opticals Centre for Sight, Group of Eye Hospitals Mr. Sumeet Khanna has 17 years of experience in Retail Chain Management. He is an MBA from Pune University with Marketing as his specialization. He started his career as a Management Trainee with Tata Tea ltd. and has worked with several renowned Retail companies in India and abroad namely Spar (South Africa and Nigeria), Ebony and Guardian Eye carecy. Mr. Ajay Jassal, Sr. VP - Business Processes and IT Centre for Sight, Group of Eye Hospitals Mr. Ajay Jassal is a post graduate in hospital administration from IMS, Indore and has more than 11 years of experience in the healthcare delivery and consulting companies like Max Healthcare, Dr Lal Path Labs and PricewaterhouseCoopers India. While IT & BPR remains his primary interest, he has substantial experience in developing business strategy, organization restructuring and improving care delivery mechanisms in public health systems. Mrs. Kawaljit Kaur, VP-Operations Centre for Sight, Group of Eye Hospitals Mrs. Kawaljit Kaur holds a degree in MHA from IHMR, Jaipur. A graduate in science honors from Delhi University. She is a certified internal auditor by TUV Rheinland in ISO 9001:2008. She is responsible for all aspects associated with hard core operations of entire CFS group.

Mr. Amit Kumar Singh, VP-Business Development Centre for Sight, Group of Eye Hospitals After completing his MBA in Hospital Management from the prestigious IHMR, Jaipur, Mr. Amit Singh joined Centre for Sight in the year 2004, and has been responsible for Hospital Branding & Public Relations, Hospital Commissioning & Operations, Projects & Consultant Acquisitions, Corporate & Trade Sales, Health Insurance.

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Mr. Sunjoo Dadroo, VP HR Centre for Sight, Group of Eye Hospitals Mr. Sunjoo Dadroo, comes with 12 years of rich and extensive expertise in Human Resource Management. He has made significant contribution in spearheading complete HR operations in the Groups Hospital and Research Centre for Medical Sciences. He is responsible for developing and implementing Centre for Sights human resource strategy to support the Companys business objectives. Mr. Prateek Jain, VP - Projects & Expansions Centre for Sight, Group of Eye Hospitals Mr. Prateek Jain holds a degree in MBA with specialization in Hospital and Healthcare Management from the Institute of Health Management and Research (IHMR), Jaipur India. He started his career with Narayana Hrudayalaya, and has worked with various prestigious organizations like Frost & Sullivan, Fortis Healthcare Ltd, Wockhardt Hospitals Ltd. etc. He comes with an experience of more than 8 years in the healthcare industry covering the areas like Growth & Business Planning, Operations, Healthcare Consulting & Project Management, developing business models & feasibility analysis for brown field & green field projects, mergers & acquisitions support, due diligence, business valuation, devising growth strategies for healthcare organizations etc.

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COMPETITORS IN MARKET
LOTUS EYE CARE CENTRE VASN EYE CARE CENTRE ARVIND EYE CARE CENTRE MAX HOSPITAL DELHI NETRAJYOTI EYE CARE CENTRE TRUPATRY EYE CARE CENTRE (NOIDA) ARTEMIS HOSPITAL (GURGAON) LALL EYE CARE CENTRE (NOIDA) GUPTA EYE CARE CENTRE (NOIDA) BAJAJ EYE CARE CENTRE (GURGAON) ARORA EYE CARE CENTRE (NCR DELHI)

Environment:
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Large area No existing brand Limited services Not affordable to visit aboard country , Farrar distance Not good image of eye hospital Deserving 1. Student crowd 2. Defense area 3. Refinery 4. Tourism 5. Industries Location :- Agra is middle of the north india as per the vision of company to create a brand image necessary to create a center.

SWOT Analysis
Indian Eye Care Industry: SWOT analysis
It is often said that the eye care sector has no cyclical factor attached to it. Irrespective of whether the economy is in a downturn or in an upturn, the general belief is that demand for drugs is likely to grow steadily over the long-term. True in some sense. But are there risks?

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This article gives a perspective of the Indian eye care industry by carrying out a SWOT analysis (Strength, Weakness, Opportunity, and Threat). Before we start the analysis lets look a little back in the industrys last six years performance. The Industry is a largely fragmented and highly competitive with a large number of players having interest in it. The following chart shows the breakup of the growth (YoY) of Indian eye care industry in last six years. *Volume growth of existing products The SWOT analysis of the industry reveals the position of the Indian eye care industry in respect to its internal and external environment.

Strengths:
1. Indian with a population of over a billion is a largely untapped market. In fact the penetration of modern medicine is less than 30% in India. To put things in perspective, per capita expenditure on health care in India is US$ 93 while the same for countries like Brazil is US$ 453 and Malaysia US$189. 2. The growth of middle class in the country has resulted in fast changing lifestyles in urban and to some extent rural centers. This opens a huge market for lifestyle drugs, which has a very low contribution in the Indian markets. 3. Indian manufacturers are one of the lowest cost producers of drugs in the world. With a scalable labor force, Indian manufactures can produce drugs at 40% to 50% of the cost to the rest of the world. In some cases, this cost is as low as 90%. 4. Indian eye care industry posses excellent chemistry and process reengineering skills. This adds to the competitive advantage of the Indian companies. The strength in chemistry skill help Indian companies to develop processes, which are cost effective.

Weakness:
1. The Indian eye care companies are marred by the price regulation. Over a period of time, this regulation has reduced the pricing ability of companies. The NPPA MSRIM ,BANGALORE Page 39

(National Eye care Pricing Authority), which is the authority to decide the various pricing parameters, sets prices of different drugs, which leads to lower profitability for the companies. The companies, which are lowest cost producers, are at advantage while those who cannot produce have either to stop production or bear losses. 2. Indian eye care sector has been marred by lack of product patent, which prevents global eye care companies to introduce new drugs in the country and discourages innovation and drug discovery. But this has provided an upper hand to the Indian eye care companies.

3. Indian eye care market is one of the least penetrated in the world. However, growth has been slow to come by. As a result, Indian majors are relying on exports for growth. To put things in to perspective, India accounts for almost 16% of the world population while the total size of industry is just 1% of the global eye care industry. 4. Due to very low barriers to entry, Indian eye care industry is highly fragmented with about 300 large manufacturing units and about 18,000 small units spread across the country. This makes Indian eye care market increasingly competitive. The industry witnesses price competition, which reduces the growth of the industry in value term. To put things in perspective, in the year 2003, the industry actually grew by 10.4% but due to price competition, the growth in value terms was 8.2% (prices actually declined by 2.2%)

Opportunities
1. The migration into a product patent based regime is likely to transform industry fortunes in the long term. The new patent product regime will bring with it new innovative drugs. This will increase the profitability of MNC eye care companies and will force domestic eye care companies to focus more on R&D. This migration could

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result in consolidation as well. Very small players may not be able to cope up with the challenging environment and may succumb to giants. 2. Large number of drugs going off-patent in Europe and in the US between 2005 to 2009 offers a big opportunity for the Indian companies to capture this market. Since generic drugs are commodities by nature, Indian producers have the competitive advantage, as they are the lowest cost producers of drugs in the world. 3. Opening up of health insurance sector and the expected growth in per capita income are key growth drivers from a long-term perspective. This leads to the expansion of healthcare industry of which eye care industry is an integral part. 4. Being the lowest cost producer combined with FDA approved plants, Indian companies can become a global outsourcing hub for eye care products.

Threats:
1. There are certain concerns over the patent regime regarding its current structure. It might be possible that the new government may change certain provisions of the patent act formulated by the preceding government. 2. Threats from other low cost countries like China and Israel exist. However, on the quality front, India is better placed relative to China. So, differentiation in the contract manufacturing side may wane. The short-term threat for the eye care industry is the uncertainty regarding the implementation of VAT. Though this is likely to have a negative impact in the short-term, the implications over the long-term are positive for the industry.

CHAPTER III

DISCUSSION
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ON TRAINING

Roles and Responsibilities

As an intern my role in the organisation basically was to built the brand image and awareness of centre for sight (Agra) as Agra division was established in 2010 its required to be promoted among the masses I had to make a detail analysis of the present brand image scenario and make sufficient recommendation there off:

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Develop a research plan in partnership with an academic supervisor and a supervisor from the partner organization.

Organize monthly status meetings with their academic and partner supervisors. Provide updates on the status of the project as required. Ensure confidentiality of partner information as specified in the research program. Prepare a summary report at the conclusion of the project that details the research performed, its results and any recommendations.

Keep a daily record of hours worked and events which take place during the internship.

Contribute to the goals and output of the organization and advance your personal and professional goals.

Establish a timetable of performance accomplishment with input from your site supervisor.

Recognize that theory and practice are sometimes in conflict. Theoretical paradigms may not solve a problem that can be solved by experience in practical solutions.

Represent centre for sight as an ambassador to the outside community.

Upon completion of the internship, the intern must write a report project that will be handed in to the internship office together with your daily diary and supervisors evaluation.

In order to achieve the my objectives following actions was follows

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1.

Market survey: in order to know the current situation in the market questionnaires

were distributed in chemist shops, among, optimist, and eye patients.

In order to promote brand image and awareness of eye care centre the following things were done

2 brand promotion:

Personnel visit were made at various firms all over the cities and presentation were made.

Free eye camps were conduct in the city Co branding was carried out in collaborations with the chemist as well as optimist

Co branding was carried out in collaborations with the chemist as well as optimist.

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RESPONSIBILITIES: Perform the basic tasks assigned to us. Understand the policies and fundamentals of the firm. Try to learn new things. We have to meet the clients and gain field experience. We have to learn about product management and learn the concepts of Product matrix of centre for sight. Understand the demographic details of the consumers and generate marketing plans. Aid in the research work in relation to the working profile. Acquiring basic knowledge on the various techniques associated with customer approach regarding product details.

Undertaking marketing research so that consumers can be targeted easily, this should be done by understanding the requirements of the customers and fulfilling them properly.

Making a list of customers who are targeted along with being properly connected with them..

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CHAPTER 4

ANALYSIS OF TASK/RESEARCH UNDERTAKEN

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Q1 Do you have any eye- disease? A) Yes B) No

Do you use computer
YES NO 77% 23%

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Q2 Does your any of the family member have any eye deases? 1) Yes 2) No

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Q3 Are you aware of centre for sight eye centre? 1) Yes 2) No

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Q4 From where do have you heard about the centre for sight? 1) Doctor 2) Chemist 3) Optimist 4) Relatives & friends 5) Advertisement

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Q5 Which Nursing home does Doctor normally prefer? 1) Heritage Hospital 2) Apollo Hospital 3) Pushpanjali Hospital 4) Government Hospital

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