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Breaking into India’s Diagnostics Market - Strategic Research for TB Diagnostics Success in India

This project evaluated product concept testing, willingness to adopt by customer group, and a go-to-market strategy for a Swedish-based TB diagnostic firm entering India. We focused on near POC deployment, leveraging government initiatives, and exploring private and adjacent markets. The approach positions the firm for successful launch in India’s competitive TB molecular diagnostics sector. 

The Challenge

The TB molecular diagnostic kit market in India is currently dominated by two players, GeneXpert (Cepheid) and TrueNat (Molbio), accounting for 60% market share. GeneXpert holds a 40% share and is the preferred choice among private physicians and government TB officers due to its reliability and automation.

Despite the market’s dependence on these two players, only 60% of the market demand is met by molecular diagnostic kits, leaving significant room for growth, especially in replacing other types of tests such as Sputum test, C-Xray, and LPA. The Total Addressable Market (TAM) is approximately $140M, driven by:

  • Government expenditure of ~$100M under the TB Mukt Bharat Abhiyan

  • Private segment valued at ~$40M, showing high growth potential

Challenge was to identify which features of TB rapid diagnostic kits appeal to prospective customers, understand the drivers and barriers to adoption, assess willingness to adopt existing products, and determine any new features required. Additionally, we aimed to explore go-to-market (GTM) strategies for both government and private sectors and define the next steps for entering the market.

Research Objectives

  • Identify which features of the client's TB diagnostic kit resonate with prospective customers and which do not

  • Understand the factors that facilitate or hinder adoption among different stakeholders

  • Evaluate the willingness to adopt the product in its current form and identify any new features required to meet market needs

  • Examine the purchasing processes and critical decision points for various customer groups

  • Identify high-level opportunities for market expansion into adjacent infection detection markets

Approach

1. Secondary Research to gather key insights on TB diagnostics, trends, and market dynamics

  • Key Trends: Study global/local TB statistics, prevalence, and market size

  • Regulatory Landscape: Review policies (e.g., ICMR, WHO) on TB diagnosis and treatment

  • Technological Advancements: Explore innovations in AI, machine learning, and new diagnostics

  • Competitor Analysis: Analyse market players (e.g., GeneXpert, TrueNat) by offerings, market share, pricing, and customer segments

  • Public/Private Sector Involvement: Understand the role of government, NGOs, and the private sector in TB diagnostics and treatment

2. Qualitative Interviews with key stakeholders to gain insights into the pain points and needs of TB diagnostic stakeholders

  • Government Officials: Understand priorities, challenges, and diagnostic gaps in TB management

  • Healthcare Providers: Explore diagnostic practices, equipment challenges, and opportunities for improvement

  • NGOs/International Organizations: Assess their role in advancing diagnostics and treatment

  • Diagnostic Companies: Investigate innovation trends, partnerships, and regulatory challenges

  • Patients: Understand the patient journey and barriers in TB diagnosis

Solution

  • Based on the research conducted, we validated the market size and identified the  key customer segments that can be targeted by the client 

  • Product concept was rigorously tested with stakeholders leading to some identifying some gaps within the current product concept and identifying clearly what will make it more complete. 

  • Feedback on the client's product highlighted the need for new features which are critical to drive faster product acceptance and improve market fit

  • We also identified critical factors for success, such as automation, scalability, and regulatory approvals

Additionally, opportunities in adjacent markets and expanded use cases were explored. These insights will guide product adjustments and market strategies to enhance product acceptance.

Impact

This research empowered clients to refine its product and market strategies, providing a clear roadmap for navigating India’s competitive TB diagnostics market. By aligning its value proposition with stakeholder needs and leveraging untapped market opportunities, Client is well-positioned to achieve sustainable growth while addressing India’s TB burden.