Institute for Medicinal Plants Research

What Institute for Medicinal Plants Research does

The Institute for Medicinal Plants Research "Dr Josif Pančić" (commercially branded Moć Bilja, "Power of Herbs") is a Serbian private research institution and herbal pharmacy founded in 1948 and headquartered in Belgrade. The institute develops, produces, and retails a broad portfolio of medicinal plant preparations, including 84 specialized herbal tea blends, 124 single-component teas, 52 tinctures, 29 phytopreparations, 11 cosmetic preparations, and 9 bee-product-based preparations, alongside literature and seed material. Its operations span pharmaceutical-grade production under SIQ and IQNet quality certifications, with annual unit volumes exceeding 1.5 million phytopreparations and 2 million teas sold.

The company operates a direct-to-consumer, predominantly B2C model. Distribution is omnichannel but geographically concentrated in Serbia, comprising the mocbilja.rs e-commerce storefront with Daily Express nationwide courier delivery (300 RSD, free above 3,000 RSD), three physical Moć Bilja pharmacies (two in Belgrade, one in Pančevo), and listing on the Wolt food-delivery platform in Belgrade. Products are also deliverable to Bosnia and Herzegovina and Montenegro. Pricing is unit-based with no subscription layer, ranging from approximately 300 RSD for filter teas to over 1,000 RSD for premium herbal preparations, and the company accepts VISA, MasterCard, Maestro, DinaCard, and OTP Banka payment rails with PCI DSS-aligned security. Customer engagement is supported by an educational blog, social media channels (Instagram, Facebook, YouTube), and post-sale satisfaction surveys.

The institute is structured as an independent private entity with no identified parent company, no outside institutional investors, and no recorded funding rounds. Management team, financials, and headcount trends beyond the 42-employee baseline are not disclosed. The underlying technology is rooted in traditional herbal formulation combined with modern pharmaceutical-grade manufacturing standards rather than proprietary software, with no API, no disclosed AI/ML capability, and no developer-facing integrations beyond Google Analytics for web measurement.

Name

Institute for Medicinal Plants Research

Legal name

Institut za proučavanje lekovitog bilja "Dr Josif Pančić", Beograd

Website

https://mocbilja.rs

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Herbal Pharmaceuticals

NAICS

Medicinal and Botanical Manufacturing (325411), Food (Health) Supplement Retailers (456191), Pharmaceutical and Medicine Manufacturing (3254)

SIC

Medicinal Chemicals & Botanical Products (2833), Perfumes, Cosmetics & Other Toilet Preparations (2844), Pharmaceutical Preparations (2834)

akta.pro primary industry

Herbal & Botanical Supplements (CRADAGAD)

akta.pro secondary industries

Botanical & Herbal Extracts (Adaptogens, Polyphenols, Essential Oils, Standardized Extracts) (AFAJAKAD), Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC), Functional Foods & Wellness Beverage Retail (Kombucha, Adaptogens, CBD where legal) (CRAHAEAH)

Keywords

• Herbal medicine products
• Medicinal plant research
• Herbal tea blends
• Phytopharmaceutical preparations
• Natural health remedies

Headquarters

HQ city

Beograd

HQ country

Serbia

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Product Sales: The institute generates revenue through direct sales of herbal preparations including teas, tinctures, phytopreparations, cosmetic products, and bee products to end consumers. Sales occur through online shop, physical pharmacies, and third-party delivery platforms.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

The Institute for Medicinal Plants Research "Dr Josif Pančić" develops, manufactures, and sells herbal pharmaceutical preparations including phytopreparations, herbal teas (specialized blends, single-component, and filter formats), tinctures, cosmetic products, and bee-based preparations. The company distributes these products through its own online store (mocbilja.rs), three physical Moć Bilja pharmacies, and the Wolt delivery platform, primarily serving health-conscious individual consumers in Serbia seeking traditional herbal remedies.

Product overview

The Institute for Medicinal Plants Research "Dr Josif Pančić" (Moć Bilja) operates as a specialized medicinal plant research institute and herbal pharmacy offering a comprehensive portfolio of herbal health products. The core product lines include: (1) Fitopreparati (phytopreparations) – formulated herbal preparations sold at over 1.5 million units annually; (2) Čajne mešavine – 84 specialized herbal tea blends for specific health conditions including MENSTROREGUL MIX®, EKSPEKTO MIX®, OVARI MIX®, ATERO MIX, and others; (3) Biljne kapi/tinkture – 52 liquid herbal tinctures; (4) Jednokomponentni čajevi – 124 single-herb teas; (5) Filter čajevi – 14 ready-to-brew filter bag teas. Additional offerings include Kozmetički preparati (11 cosmetic products), Preparati na bazi pčelinjih proizvoda (9 bee product preparations), Literatura (6 publications), and Semenski materijal (seed material). The company also operates physical pharmacies alongside its online store (mocbilja.rs). Established in 1949, the company has been serving customers for 78 years and sells over 2 million teas annually.

Differentiator

Problem solved

Functional benefit

Brands

• Palisept: A herbal preparation product sold by the institute
• SILUET FIT MIX
• Calendulae compositum
• MENSTROREGUL MIX
• ASTMO MIX
• PRESOREGUL MIX

Products and services

• Fitopreparati (Phytopreparations) Formulated herbal phytopreparations for various therapeutic purposes including condition-specific applications; over 1,500,000 units sold annually.
• Čajne mešavine (Herbal Tea Blends) Specialized multi-herb tea blends formulated for specific health conditions (menstrual regulation, respiratory, cardiovascular, digestive, women's health); 84 varieties available.
• Jednokomponentni čajevi (Single-Component Teas) Single-herb teas containing one type of medicinal plant; 124 varieties available.
• Filter čajevi (Filter Teas) Pre-packaged herbal teas in filter bag format for convenient preparation; 14 varieties available.
• Biljne kapi / tinkture (Herbal Drops and Tinctures) Liquid herbal tinctures and extracts in drop form for therapeutic use; 52 varieties available.
• Kozmetički preparati (Cosmetic Preparations) Herbal-based cosmetic products for skin and body care; 11 varieties available.
• Preparati na bazi pčelinjih proizvoda (Bee Product Preparations) Products based on honeybee products including royal jelly, propolis, and bee bread; 9 varieties available.
• MENSTROREGUL MIX® (31) Herbal tea blend for menstrual regulation, irregular cycles, premenstrual tension, bloating, and menstrual cramps; contains herba očajnice, herba majkine dušice, herba kantariona, herba hajdučke trave, herba kičice, and cvet kamilice.
• EKSPEKTO MIX® (32) Herbal tea blend for productive cough and easing expectoration; contains list uskolisne bokvice, list podbela, herba rtanjskog čaja, list belog sleza, koren belog sleza, herba izopa, koren jagorčevine, and herba rastavića.
• OVARI MIX® (77) Herbal tea blend for women's health, ovarian inflammation, and menstrual discomfort; contains herba očajnice, herba virka, herba kantariona, list matičnjaka, cvet kamilice, koren valerijane, and list koprive.
• ATERO MIX (34) Herbal tea blend for maintaining blood vessel elasticity and normal cholesterol levels; contains cvet sa listom gloga, list matičnjaka, list artičoke, plod mirođije, and herba imele.
• SILUET FIT MIX® (19) Herbal tea blend for body weight regulation and weight management support.
• Kapi za mršavljenje (Weight Loss Drops) Herbal liquid preparation in drop form (30 ml) for weight management support.
• Vagitorije sa kantarionom (St. John's Wort Vagitories) Herbal vaginal suppositories with St. John's wort (Hypericum perforatum) for topical application.
• Calendulae comp. (98) Calendula-based herbal tea blend (250 g) for various inflammatory conditions, marketed as an ex tempore preparation.
• INTESTOLAX MIX® (27) Herbal tea blend for normal colon function and constipation relief; contains list sene, list pitome nane, herba vranilove trave, and seme lana.
• MIOMA MIX® (69) Herbal tea blend for women's health related to fibroids; used for heavy menstrual bleeding and urinary difficulties caused by fibroids; contains koren koprive, herba kantariona, koren zečjeg trna, and herba rastavića.

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Daily Express (Aks Express)coreChannel Partner/ Reseller/ DistributorCourier delivery service partnership for nationwide delivery of online orders. Delivery costs 300 RSD per shipment, with free delivery for orders exceeding 3000 RSD.
• WoltminorChannel Partner/ Reseller/ DistributorFood and product delivery platform partnership making products available for same-day delivery via Wolt app in Belgrade area.

Scale indicators3 records

Expansion highlights4 records

Direct peers

• Yogi Tea: Global herbal tea brand built on Ayurvedic-inspired functional blends sold through grocery, natural, and online channels. Comparable to Moć Bilja in tea-blend philosophy, wellness positioning, and broad SKU portfolio targeting specific health outcomes.
• Traditional Medicinals: A North American herbal tea company selling therapeutic-positioned teas (respiratory, digestive, sleep, women's health) through DTC and retail channels. Closely comparable to Moć Bilja in product format, herbal positioning, and condition-specific blend strategy.
• Gaia Herbs: Premium U.S. herbal supplement company with vertically integrated organic herb farming and condition-specific liquid extracts. Comparable to Moć Bilja in tincture expertise, single-source herb philosophy, and DTC-led distribution.
• Himalaya Wellness: Global Ayurvedic herbal healthcare company offering teas, tinctures, capsules, and cosmetics across 100+ countries. Highly comparable to Moć Bilja in combining herbal pharma, teas, and personal care under a single heritage wellness brand.
• Martin Bauer Group: German-based global supplier of botanical extracts, teas, and herbal ingredients to pharma and beverage companies. Comparable to Moć Bilja as a vertically integrated botanical specialist combining cultivation, extraction, and finished herbal products.
• Nature's Sunshine Products: Long-established (1972) direct-selling herbal and nutritional supplement company. Comparable to Moć Bilja in heritage positioning, broad herbal SKU portfolio, and combination of internal product line plus consumer-direct sales model.
• Boiron: World leader in homeopathic medicines with broad botanical/herbal consumer health line. Comparable to Moć Bilja in pharmacy-led distribution, condition-specific natural preparations, and international quality certification footprint.
• Hippocrates (Hippocrates Health Institute): Wellness institution offering herbal and plant-based formulations targeted at specific health conditions. Comparable to Moć Bilja as a heritage wellness brand with condition-specific botanical SKUs and direct consumer distribution.

Broad incumbents

• Dabur: Large Indian Ayurvedic and natural consumer healthcare conglomerate with herbal, personal care, and wellness SKUs. Comparable to Moć Bilja in combining herbal CPG, cosmetics, and condition-specific formulations under a heritage wellness brand, though at much greater scale.
• Twinings: Heritage British tea brand (1706) with broad functional and wellness tea portfolio. Comparable to Moć Bilja as an older heritage tea brand with condition-specific herbal blends, but operating at vastly greater global scale and broader retail distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCRXn7sZZMyb2l8Xn0LhtELw
• Facebookfacebook.com/InstitutDrJosifPancic
• Instagraminstagram.com/institut.josif.pancic
• LinkedInlinkedin.com/company/institute-for-medicinal-plant-research

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

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 Institute for Medicinal Plants Research