Roche Holding has said that it is will reduce the prices of two cancer drugs; Herceptin and Mabthera in the Indian market to better compete with the generic medicine.

The Swiss drug maker follows a strategy in which it charges sale amount of money for its medication across the world. The move in India is a shift from the company policy and it is thus changing the names of the drugs so as to retain the price power it enjoys in other markets.

Tuygan Goeker, head of Middle East and Asian markets at Roche has said that the prices of the medicine will be reduces from next year. However, the company did not announce the amount of the price cut.

Roche is also aiming to avoid being forced by the Indian laws to start allowing generic drug makers to produce its drugs in the country. India-based Emcure Pharmaceuticals will package the new drugs for the company.

The company also believes that the new names will restrict Indian traders from buying the product in the Indian market at cheaper prices and exporting it to other markets where the company is selling its high priced drugs.

"The original Herceptin and Mabthera price are not going to change. This is going to be a second brand," Mr. Goeker said.

Roche also hopes that giving the Indian product a separate identity will help the company maintain its prices for Herceptin and Mabthera in other markets.