Morepen Laboritories Ltd | OnActuate
Customer Success

Creating a CRM and providing a source for sales insights to drive Morepen forward

Implementation – Microsoft Dynamics 365 Customer Engagement / Dynamics CRM

Manufacturing & Distribution

About the Company

Morepen has been in the industry for 31 years and is India’s leading pharma company, with interests in the areas of API’s, Domestic Formulations, Diagnostics & OTC. Some of their over-the-counter (OTC) products – such as Burnol, Lemolate, Sat-Isabgol – are household names across the country. This $200 million global pharmaceutical company exporting APIs to over 80 countries is a leaders in point of care Home Diagnostics in India and No. 1 Glucometer and BP monitors manufacturer in India. Morenpen is a pioneers in OTC health products both online and trade channels.

OnActuate’s knowledge of our processes and local tax regulations was crucial in leading a smooth transition to a single ERP system. We can now manage our back-office processes more efficiently, leaving more time to focus on our omni-channel customer experience strategy. This helped us quickly innovate to better offer contactless ordering during the pandemic.

Vinay Kumar
Group CIO, McDonald’s India (CPRPL)

Business Challenge

There was no CRM application that was centralized, which prevented tracking of ongoing and historical conversations with customers. Also, sales were tracked on Excel, email, phone and NAV with no insight on sales pipeline and prospects, customer demand or ongoing opportunity.


OnActuate Implemented Microsoft Dynamics 365 Sales automation and relationship management functions. Processes implemented in this CRM system included Lead, Activities, Opportunity, Customer, Product & Pricelists, Proposal & Sales Quote, Order & Invoice, and more.

After this Microsoft Dynamics Sales implementation, Morepen will be able to get insights on their sales pipeline, customer demand and ongoing opportunities more smoothly and quickly.

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