TruVic

What TruVic does

TruVic Private Limited is a Sri Lankan pharmaceutical and consumer healthcare distribution and marketing company, incorporated in February 2018 and headquartered in Pannipitiya with a regional office in Dubai, UAE. The company's core business is acting as the exclusive marketing and distribution partner for international pharmaceutical principals in South and Southeast Asia, distributing generic and branded medicines across an island-wide network of more than 2,500 outlets (chemists, modern trade outlets, medical institutions, and State Pharmaceutical Corporation channels) supported by 150+ field staff in Sri Lanka, with parallel operations in Cambodia, Maldives and a nominated mandate for Myanmar. Its product portfolio spans principal-distributed respiratory, cardiovascular, diabetes, dermatological, antibiotic, and nutraceutical products from 10 supply partners across Bangladesh, India, Pakistan, Sri Lanka, and Australia, alongside a proprietary branded portfolio (BISOVIC, SITAVIC, EMPAVIC, GLIVIC, LINAVIC, ESORAL) targeting chronic disease categories.

The business model is distribution- and marketing-fee based: TruVic generates margins on product distribution and is nominated as regional marketing partner by each principal, with explicit activity in managing the medical fraternity and retail channel relationships rather than manufacturing at scale. Founder/CEO Palitha Thenuwara (37 years of pharma experience ex-Ranbaxy, Zydus Cadila, Torrent, CCL Pharmaceuticals) leads a management team that includes a Director/GM Sales & Marketing, a Director/CEO of the TruVic Consumer division, a GM of Finance/Admin/HR, and a Head of Sales & Operations. The company is privately held with no disclosed external investors, funding, or public listing, operating at 101–250 employees across at least four countries with channel-partner and field-sales-driven go-to-market motion.

Name

TruVic

Legal name

TruVic Private Limited

Website

https://truviclanka.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

101–250 employees

Short description

TruVic Private Limited is a Sri Lankan pharmaceutical distribution and marketing company that acts as the exclusive regional partner for 10 international pharma principals across Sri Lanka, Cambodia, Maldives, and Myanmar, reaching 2,500+ outlets with 150+ field staff and operating its own branded cardio-metabolic portfolio.

Ownership category

akta.pro rank

Product category

Pharmaceutical Distribution

NAICS

Medical, Dental, and Hospital Equipment and Supplies Merchant Wholesalers (42345)

SIC

Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122)

akta.pro primary industry

Pharmaceutical & Life Sciences Warehousing (GDP-Compliant) (TLAIACAD)

akta.pro secondary industry

Customs Brokerage, Trade Compliance & Import/Export for Life Sciences (HLAGAMAI)

Keywords

• Pharmaceutical distribution
• Branded generics
• Healthcare marketing
• Pharmacy supply
• Medicines wholesale

Headquarters

HQ city

Pannipitiya

HQ country

Sri Lanka

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Regulatory or Compliance, Others

Revenue model

1. Pharmaceutical Distribution: TruVic distributes pharmaceutical and healthcare products from international principals (Bangladesh, India, Pakistan, Australia, Sri Lanka) to pharmacies, medical institutions, and retail outlets across Sri Lanka, Cambodia, Maldives, and Myanmar. Revenue is generated through margins on product distribution and marketing fees from principals.

Go-to-market motion2 records

Distribution channels6 records

Marketing channels4 records

Core offering

TruVic is a pharmaceutical distribution and marketing company that distributes medicines and healthcare products from international principals to pharmacies, hospitals, and government health programs across Sri Lanka, Cambodia, the Maldives, and Myanmar. The company also markets its own portfolio of branded generic pharmaceutical products including BISOVIC, SITAVIC, EMPAVIC, GLIVIC, LINAVIC, and ESORAL, addressing therapeutic areas such as cardiovascular, diabetes, and gastrointestinal care.

Product overview

TruVic Private Limited is a Sri Lankan pharmaceutical and healthcare product distribution company that markets high-quality pharmaceutical and consumer healthcare products. The company operates a dual-model approach: (1) it manufactures and markets its own brand of products including BISOVIC, SITAVIC, EMPAVIC, GLIVIC, LINAVIC, and ESORAL for Respiratory, Cardiovascular, and Diabetic conditions; and (2) it serves as marketing and distribution partner for multiple international pharmaceutical suppliers including Eskayef Pharmaceuticals (Bangladesh), Biopharma (Bangladesh), Beximco Pharmaceuticals (Bangladesh), Highnoon Laboratories (Pakistan), Saffron Pharmaceuticals (Pakistan), Astron (Sri Lanka), Lina Manufacturing (Sri Lanka), Route2Health (Pakistan), Elixar Australia, and Pacific Pharmaceuticals. The portfolio spans respiratory inhalers, cardiovascular medications, diabetes treatments, antibiotics, dermatological products, nutritional supplements, and herbal remedies. Distribution operations cover Sri Lanka, Cambodia, Maldives, and Myanmar through an island-wide network of over 2,500 outlets including chemists, modern trade outlets, medical institutions, and State Pharmaceutical Corporation outlets, supported by 150+ field staff.

Differentiator

Problem solved

Functional benefit

Products and services

• BISOVIC BISOVIC is one of TruVic's proprietary branded generic pharmaceutical products marketed through its distribution network across Sri Lanka, Cambodia, the Maldives, and Myanmar.
• SITAVIC
• EMPAVIC
• GLIVIC
• LINAVIC
• ESORAL
• Pharmaceutical distribution services for international principals

Named customers4 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and supporting.

• Eskayef Pharmaceuticals Ltd.coreChannel Partner/ Reseller/ DistributorEskayef Pharmaceuticals Ltd., a successor of SmithKline & French (SK&F), USA acquired by TRANSCOM in 1990. One of TruVic's principal supply partners from Bangladesh providing pharmaceutical products for distribution in Sri Lanka, Cambodia, Myanmar, and Maldives.
• Biopharma Ltd.coreChannel Partner/ Reseller/ DistributorBiopharma Ltd. is one of the fastest-growing business conglomerates in Bangladesh with 17 years of history, committed to serving mankind with finest quality pharmaceuticals and FMCG products. Serves as a principal supply partner for TruVic.
• Beximco Pharmaceuticals Ltd.coreChannel Partner/ Reseller/ DistributorBeximco Pharmaceuticals Ltd. is an emerging generic drug player committed to providing access to affordable medicines. State-of-the-art manufacturing facilities accredited by USA, Australia, EU, Canada, and Brazil regulatory authorities. Principal supply partner for TruVic.
• Astron Ltd.coreChannel Partner/ Reseller/ DistributorAstron Ltd. is a fully Sri Lankan-owned company incorporated in 1956, creating a milestone by setting up the first pharmaceutical manufacturing facility in Sri Lanka. Principal supply partner from Sri Lanka.
• Highnoon Laboratories Ltd.coreChannel Partner/ Reseller/ DistributorHighnoon Laboratories Ltd. was incorporated in March 1984 in Lahore, Pakistan, becoming a Public Limited Company in 1995 listed on all Pakistan stock exchanges. A leader in development, production, marketing and distribution of modern, high quality and affordable medicines. Principal supply partner from Pakistan.
• Saffron Pharmaceuticals Pvt Ltd.coreChannel Partner/ Reseller/ DistributorSaffron Pharmaceuticals Pvt Ltd. is one of the leading healthcare companies in Pakistan committed to manufacturing and marketing innovative medicines. Established in 1997 as a marketing company with remarkable reputation in the pharmaceutical industry. Principal supply partner from Pakistan.
• Lina Manufacturing Pvt. Ltd.coreChannel Partner/ Reseller/ DistributorLina Manufacturing Pvt. Ltd. has used its R&D acumen for over a decade to develop pharmaceutical products for both public and private sector. Committed to bringing quality medicine to all Sri Lankans. Operates the island's only metered dosage inhaler manufacturing facility. Principal supply partner from Sri Lanka.
• Pacific Pharmaceuticals Ltd.supportingChannel Partner/ Reseller/ DistributorPrincipal supply partner from Pakistan, providing pharmaceutical products for distribution through TruVic's network.
• Elixar Australia Pty Ltd.coreChannel Partner/ Reseller/ DistributorElixar Australia Pty Ltd. is an Australian company providing premium quality complementary healthcare products (nutraceuticals). Their aim is to make premium quality nutraceutical products widely accessible without premium price tags. Principal supply partner from Australia.
• Route2HealthsupportingChannel Partner/ Reseller/ DistributorRoute2Health is a world-class herbal remedy and dietary supplement manufacturer with thirty years of experience in pharmaceutical science associated with Highnoon Laboratories. Provides PROSPAN herbal cough syrup products.

Scale indicators4 records

Recent moves8 records

Expansion highlights4 records

Direct peers

• Sunshine Healthcare Lanka: Leading Sri Lankan pharmaceutical importer, marketer, and distributor covering pharmaceuticals, medical devices, and consumer health, with broad island-wide retail and institutional coverage analogous to TruVic.
• Mega Lifesciences: Thailand-headquartered pharma and consumer healthcare distribution company operating across emerging Asia and Africa; comparable in its regional emerging-markets distribution and own-brand strategy.
• CICRA Pharmaceuticals: Sri Lankan pharmaceutical marketing and distribution company supplying branded generics across therapeutic categories to pharmacies and hospitals, directly overlapping with TruVic's principal-partner distribution model.
• Ceyoka Pharma Distribution: Sri Lankan pharmaceutical distribution and marketing company focused on branded generics, directly comparable to TruVic's Sri Lankan retail and pharmacy distribution operations.

Broad incumbents

• Zuellig Pharma: One of Asia's largest pharmaceutical distribution services providers with extensive GDP-compliant warehousing and multi-country reach; represents the scaled version of what TruVic is building in smaller Asian markets.
• Hemas Holdings: Sri Lankan conglomerate with a large pharmaceutical and healthcare distribution segment; the most established local incumbent to TruVic's distribution model, though operating across multiple categories beyond pharma.
• DKSH: Swiss-listed market expansion services company with a sizable Healthcare distribution business across Asia; larger and more diversified than TruVic but operates the same principal-to-channel model in overlapping geographies.

Regional players

• Ascent Pharma Healthcare: Australia-headquartered pharma distributor with growing emerging-markets presence (including Asia); comparable in operating as an Asian regional distribution partner for international principals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Truviclanka
• LinkedInlinkedin.com/company/truvic-pvt-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TruVic