Viagra may have made a sensational debut on the Western market but a different kind of competition awaits the anti-impotence pill in India.
Favourable patent laws have spurred a race among the Indian pharmaceutical companies to produce a Viagra clone.
However, India's traditional doctors have snubbed the Viagra hype, claiming their ancient herbal sex potions are far more potent - and cheaper - than any modern day pill.
The race for the Indian version of Viagra is on.
Just months after the anti-impotency pill hit the Western world, dozens of Indian versions of the drug are waiting for approval by the Indian government.
India is one of world's largest drug industries but it only recognises process patents.
This has prompted "copycats" to try to develop a slightly different process to make a Viagra clone.
Presently, about 10 Indian pharmaceutical companies are in the race to process Sildenafil Citrate - the active ingredient in the Viagra wonder pill.
The competition is so fierce that some companies have already started exporting the ingredient - even though they are still waiting for permission to market the product locally.
What's driving these companies is a potential market of one (b) billion people - and that means big dollars.
SOUNDBITE ( English)
"As far as Indian companies are concerned, I am talking of established companies, definitely they will come up with very high quality. And price advantage will be there, it is definite... it is almost certain."
SUPER CAPTION: Dr. S Sarangan, Kopran Limited
In the land of Kama Sutra, sexual inadequacies have long been treated by ancient medical wisdom.
On the streets of the Indian capital, hundreds of pavement doctors line the streets peddling traditional cures for impotence.
For these roadside doctors, a strong belief in the potency of their magic potions is more important than conducting clinical trials.
They claim their remedies offer vigour and vitality - using the rejuvenating properties of well known Indian herbs.
These traditional remedies feature heavily in Indian folklore about Mughal emperors and kings who relied on herbal aphrodisiacs to keep their numerous wives satisfied.
What's more - they're incredibly cheap.
For a country where the problem lies more in ignorance than impotence, traditional alternatives are generally favoured.
Sex clinics which offer indigenous cures boast a roaring trade.
Run by a family of sexologists who practise traditional medicine, Sablok clinic has been in the business for nearly 70 years.
Dr. Sablok scoffs at the hype created by Viagra and says the Indian masses just can't afford the expensive blue pill.
SOUNDBITE ( English)
"Making that person feel the pleasure out of a pill which you have given him at that moment and which.....obviously its expensive - I mean every other fellow can't afford it. So next time if he doesn't have that much money or he can't spend that much of amount ,
where does he go ?"
SUPER CAPTION : Dr. Vikram Sablok , Sexologist
India's lucrative sex-tonic market has attracted dozens of companies aggressively marketing various brands of attractively packaged, indigenous sex-elixirs.
Advocates say Viagra can do no damage to their profitable trade - simply because their medication is without any side effects.
"We have very potent herbs and remedies which can definitely match Viagra - no doubt about it. In fact I should say that hopefully we will be a step ahead of them."
SUPER CAPTION: Dr. Vikram Sablok, Sexologist
In India's commercial capital, Bombay, Viagra is likely to face competition of a different kind.
The current big seller is known as the "bed-breaker" thanks to its aphrodisiac additives.
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