Lexon was set up in 1995 by a pharmacist, Nitin Sodha, his brother Pankaj and their nephew Pritesh Sonpal. The company is a wholesaler and distributor of generic pharmaceuticals. It also ‘parallel imports’, buying pharmaceutical products cheaply on the Continent and selling them in Britain and vice versa. Sonpal says the company, based in Worcestershire, has been able to compete because its generic products and parallel imports are cheaper than the branded products supplied by large competitors. While service is traditionally poor at this end of the market, Lexon has focused on providing a fast, efficient response to customer needs. For example, it guarantees same-day delivery within the Midlands for orders placed by noon and 24-hour delivery nationally. Sector growth and customer responsiveness have driven up sales by 79% a year, from £2.4m in 1996 to £13.9m in 1999.
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