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A PROJECT REPORT ON
Stem Cell Banking: A study on Consumer Perception vis--vis Awareness & Future Prospects.

SUMMER PROJECT SUBMITTED BY RANA SARKAR (REGD NO-6091) OF VISHWA VISHWANI INSTITUTE OF SYSTEMS AND MANAGEMENT Submitted to Prof. VISHWANATH B In partial fulfillment of award of post graduate diploma in management PGDM Batch 10-12

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Stem Cell Banking: A study on Consumer Perception Vis--vis Awareness & Future Prospects.

Submitted in partial fulfillment Of Post graduate diploma in management PGDM BATCH 10-12 Submitted by Rana Sarkar (Regd No-6091)

Faculty Guide

Director Academics

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DECLARATION
I Rana Sarkar, hereby declare that the project titled Stem cell Banking- A study on customer perception vis--vis awareness and future prospects is an original work carried out under the guidance of Prof Vishwanath B. The report submitted is a bonafide work of my own efforts and has not been submitted to any institute or published before.

Signature of the student Date:

Place:

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FACULTY GUIDE CERTIFICATE

I Prof Vishwanath B certify Mr. Rana Sarkar that the work done and the training undertaken by him is genuine to the best of my knowledge and acceptable.

Signature:

Date:

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ACCKNOWLEDGEMENT
First of all I would like to express my sincere gratitude to Mr. Prem Kiran Nath, Area manager and Mr. Upamannyue Roy Chowdhury National Sales Head, Cordlife sciences India Pvt. Ltd, for giving me an opportunity to do my summer training program in an esteem organization like Cordlife Sciences India Pvt. Ltd. Mr. Prem Kiran Nath has been very professional and I am very grateful for getting an opportunity to work with him. He has been the source of inspiration for me throughout the project and will always inspire me to give the best shot in every aspect of my life. The successful completion of this project would not have possible without the help and assistance that was received from various directions. I also offer my sincere gratitude to Prof Vishwanath B, Associate Professor, department of marketing, Vishwa Vishwani Institute of Systems And

Management who has directed me to choose such an interesting topic to do the research upon and also for letting me submit a project on the same. I would also like to thank him for proving me guidance throughout the project. I would like to extend my gratitude to Mr. Nayan Mani Sharma, Executive Client Relationship, Cordlife Sciences India Pvt. Ltd, who provide me all the basic knowledge about stem cell banking and its utility. At last but not the least I would also like to thank the almighty God and my Parents for their moral support and giving me immense strength to complete the project successfully.

Signature of the Student

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Contents

Declaration Certificate from Industry Guide Certificate from Faculty Guide Acknowledgement Chapter No Chapter 1 Chapter 2 Contents Introduction Company Profile Industry Profile & Literature Review Chapter 3 Chapter 4 Research Methodology Data Collection Analysis & Interpretation Chapter 5 Findings Recommendation & Conclusions Bibliography, Articles reviewed, Website referred And Annexure. 70-71 59 68 Page No 4-14 16- 25 26 - 42 43 45 47 49 51 57

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EXECUTIVE SUMMARY
This project is a tribute to stem cell banking. Stem cell banking is a growing sector in healthcare industry. The main concept of stem cell banking is stem cell treatments which is a type of genetic medicine that introduces new cells into damaged tissues in order to treat disease and injury. Many medical researchers believe that stem cell treatments have the potential to change the face of human disease and alleviate suffering. The ability of stem cells is self-renewal and gives rise to new cells that can replace diseased and damaged tissues in the body, with the minimal risk of rejection and side effects. Cordlife started its operation in Singapore in the year 2001 and within a short span of time became leader in stem cell banking. Cordlife started its India operation in the year 2006 and emerged as the largest and most advanced cord blood facility in the country, with a storage capacity of up to 150,000 cord blood units. Cordlife sciences India Pvt. Ltd provides a private cord blood storage program for expecting parents with facilities in the country located in Kolkata. The company aims to offer the highest possibility of successful adult stem cell therapy to give hope and save life. The project title was Stem cell Banking- A study on customer perception vis--vis awareness and future prospects the main objective of the project was to know the customer perception, awareness and future prospects of stem cell banking. Cordlife provided the opportunity to get the bio insurance done which is a priceless gift for their child and enjoy well-being of the family and prevent many dreadful disease such as cancer, thalassemia, blood disorder, metabolic disorder, cerebral palsy, diabetes, cornea regeneration, spinal cord injury, anameia, to name a few but there are 107 incurable disease which can be treated through stem cell treatment. The objective of the project was fulfilled by structured face to face direct interview and well-structured questionnaire. The process of data collection was conducted in private hospitals and birthing centers. The respondents were given to fill a questionnaire to know whether they know about cord blood banking or not, also to know whether expecting parents

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were willing to preserve their up-coming babys cord blood and future prospects of stem cell banking. The data analysis part can be summarized as total sample size taken was 120 expecting parents and it was inferred that 73% of respondents are not aware of cord blood banking which is much superior to 33% of respondents who are aware of cord blood banking. Thus it has been recommended that the company should concentrate on the awareness of the concept, as the perception of the customer regenerative medication depends on the knowledge they have regarding cord blood banking. This is purely concept and here people need to have right knowledge in order to take concrete decision and that can only be done by right kind of awareness campaign, seminars, talk show, advertisement in mass media . The future prospects of stem cell banking also depends on the degree of awareness among people as it is a human interactive business where involvement of people is very essential, so more and more people will preserve their up-coming babys cord blood when they will have knowledge about cord blood preservation and its utility for the treatment of incurable diseases which is not possible through traditional way of medication.

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INTRODUCTION
This Project was completed under Cordlife Sciences India Pvt. Ltd which is operating in India. Cordlife is a multinational company incorporated in the year 2001 in Singapore and at present it is operating in 8 countries including India and in India it is operating as Cordlife Sciences India Pvt. Ltd. CordLife is Australasia's largest network of private Cord Blood Banks with full processing and cryo-preservation storage facilities in Singapore, Hong Kong, Indonesia, India, China, Australia and Philippines as well as marketing presence throughout the region. CordLife is listed on the Australian Stock Exchange as 'CBB'. Cordlife is the second largest Stem cell banking company in the world and largest in Asia Pacific. CordLife collects processes and stores Umbilical cord as well as umbilical cord blood stem cells which may later become potential source material for lifesaving treatment. They provide families with high quality cord blood and cord tissue processing and storage services to protect their children's cord blood and cord tissue stem cells. Cord blood is a major source of stem cells for transplantation worldwide since the first transplant in 1988 in France for Fanconis Anemia. Doctors have used cord blood stem cells to treat more than 14,000 * patients suffering from over 80 diseases including certain cancers and bone marrow failure syndromes, inborn errors of metabolism, blood disorders and immune deficiencies. The project is done on the perception, awareness and future prospect of stem cell banking. The project is completed with the help of research tool which is questionnaire and personal interview in order to have a clear perception of the people regarding perception as well as awareness of Stem cell banking. The project also emphasizes on the utility & importance of Stem Cell which is a panacea to many incurable diseases that has no cure with conventional mode of treatment. The survey was conducted in Hospitals and Birthing Centers where expecting parents were given questionnaire and personally interviewed in order

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to have more realistic picture of their perception and also their degree of awareness.

1.1 What is Stem Cell?


Stem cells are cells found in multi cellular organisms. They are characterized by the ability to renew themselves through mitotic cell division and differentiate into a diverse range of specialized cell types. Research in the stem cell field grew out of findings by Canadian Scientist Ernest A. McCulloch and James E. Till in the 1960s. The two board types of mammalian Stem Cells are: Embryonic Stem Cells that are isolated from the inner cell mass of blast cysts, and adult stem cells that are found in adult tissues. In a developing embryo, stem cells can differentiate into all of the specialized embryonic tissues. In adult organisms, stem cell and progenitor cells act as a repair system for the body, replenishing specialized cells, but also maintain the normal turnover of regenerative organs, such as blood, skin, or intestinal tissues. Stem cells can now be grown and transformed into specialized cells with characteristics consistent with cells of various tissues such as muscles or nerves through cell culture. Highly plastic adult stem cells from a variety of sources, including umbilical cord blood and bone marrow, are routinely used in medical therapies. Embryonic cell lines and autologous embryonic stem cells generated through therapeutic cloning have also been proposed as promising candidates for future therapies.

1.2 Types of Stem Cell, Used in Research and Medicine


There are four main type of Stem Cell which is usually considered for their potential use in research and medicine. They did differ in their ability to selfrenew: UNIPOTENT This Stem Cell have the potential to form only one type of specialized cell types. TOTIPOTENT This stem cell have the potential to develop into all cell types including the embryonic membranes (e.g. fertilized egg). After an

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egg is fertilized, it undergoes a series of division to become and embryo and later a fetus. The cells that are formed during these first of a fertilized egg. After 3-4 division of totipotent properties. PLURIPOTENT Pluripotent Stem cell can develop into cell from all three germinal layers (e.g. embryonic cells from the inner cell mass). This type of stem cell has the ability to become all the different cell type in the bodyexcept the cells of the placenta or other supporting membrane of the fetus. Pluripotent stem cells result after Totipotent stem cells at the blasstocyst stage and fatal stem cells are Pluripotent. Totipotent and Pluripotent cells are essential for the development of an entirely new organism, which is why they are found in the early stages of development. MULTIPOTENT Multipotent Stem cell can be oligopotent, bipotent or unipotent depending on their ability to develop into few, two or one cell types. These cells can give rise to several other cell types, but those types are limited mostly to cells of native tissue or organ. These cells function as a repair system for damaged tissue. Adult stem cells are good example of multipotent stem cells.

1.3 Why Bank Stem Cells?


Cord blood stem cells are not just for your baby but are an investment for the whole family. Not only is it a 100% match for the baby but even the siblings have a 75% chance of being a suitable match. Some clinical studies have also proven that stem cell transplants are twice as successful when the stem cells come from a family member rather from a non-relative, and though the chance that any family member will use the cord blood for treatment is very low, the likelihood that it could be used to treat a variety of diseases is increasing. When you bank your babys cord blood stem cells with a private bank, you can enjoy the peace of mind of knowing that your babys stem cells are available- should the need ever arise.

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The collection process is less invasive, painless and quick. Its a once in a lifetime opportunity. Cord blood is otherwise considered medical waste. According to the NMDP (National Marrow Donor Program, USA), each year thousands of adults and Children are in Serious need of a lifesaving transplant.

1.4 Importance of banking Umbilical Cord Blood:


An once-in-a-lifetime opportunity to preserve a biological resource that could be a lifesaver for your child or other family members. A genetically unique resource, your babys stem cells have a 75% probability of being a perfect match for sibling-should he or she ever need a stem cell transplant. A life saving alternative to bone marrow transplants. Doctors have increasingly turned to cord. Blood Stem cells as there is a lower probability of graft v/s host disease (GVHD) and hence greater chance of match.

1.5 Cord Blood Banking is Priceless:


Cord blood banking is the most exciting innovations in the medical community in recent years. This is the ability to cryogenically preserve an amount of your childs stem cell producing umbilical cord blood. The Cord blood of your baby can be used for transplant in case of an emergency one day. Hence, cord blood banking is simply priceless as it help you save the life of your baby. Cord blood stem cells help to replace bone marrow in many instances and are often preferable due to the fact that it precludes having to locate a donor. The decision of cord blood banking is one of the decisions that should be taken by the parents before the birth of the child. This vital decision must be considered carefully. The decision whether to save the cord stem cells of your baby should be taken by educating yourself as to what the procedure entails as well as the pros and cons.

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1.6 Save Cord Blood, Save Your Child:


Cord blood banking means safeguarding child from future health hazards. The reason why cord blood banking is priceless is that the available research shows this blood has the power to heal injuries and ailments. For example, diseases like leukemia, lymphomas, brain damages, brain tumors and cancers have been successfully treated by Cord Blood Stem Cells. But these are only few among the various diseases that can be cured by stem cell and the list keeps on getting longer. To get the cord blood, your doctor will draw blood from the umbilical cord at the time of delivery. Then, this blood is dispatched to the company whose service you want to use. These companies extract stem cells from the blood and store particularly for the later use of your family.

1.7 Worth of Cord Blood Banking:


The prime decision behind the decision of cord blood banking is when there is another child in the family or anyone closes with the disease like leukemia, anemia and various types of immune deficiencies. Cord blood stem cells are perfect match and results in saving life. On the other hand, where this storage is considered as a risk-coverage option, it a decision the parents have to take and where the costs of cord blood banking factors come into play. The stem cells can be used for curing any patient in need or for research purposes. In fact Cordlife sciences India Pvt. Ltd charges Rs 75000 which can be paid in monthly installments.

1.8 Advantages of Cord Cells:


Studies suggest that Stem cells from Cord Blood offer some important advantages over those retrieved from bone marrow. For one thing, stem cells from cord blood are much easier to get because they are readily obtained from the placenta at the time of delivery. Harvesting stem cells from bone marrow requires a surgical procedure, usually under general anesthesia, that can cause post-operative pain and poses a small risk to the donor.

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A broader range of recipients may benefit from cord blood stem cells. These can be stored and transplant back into the donor, to a family member to an unrelated recipient. For a bone marrow transplant to succeed there must be a nearly perfect match of certain tissue proteins between the donor and recipient. When stem cells from cord blood are used, the donor cells appear more likely to take or engraft, even when there are partial tissue mismatches. The use of cord blood may make blood stem cells transplants available more quickly for people who need them. About 30,000 individuals each year are diagnosed with conditions that could be treated with a bone marrow transplant. Approximately 25 percent of these individuals have a relative who is in appropriate tissue match. While suitable donors can be located for many through bone marrow registries, the process can take months. Donors can be located within 4 months for about 50 percent of patients. It often is more difficult to find a bone marrow match for members of non-white ethnic and racial groups; transplants from cord blood may make timely treatment available for more of these individuals. Banked stem cells from cord blood can be more readily available, and this can be especially crucial for patients with severe cases of leukemia, anameia or immune deficiency who would otherwise, die before a match can be found? Cord blood also is likely to contain certain infectious agents, like some viruses, that can pose a risk to transplant recipients. In addition, some studies suggest that cord blood may have a greater new blood cells than bone marrow. Ounce for ounce, there are nearly 10 times as many blood producing cells in cord blood. This fact suggests that a smaller number of cord blood cells are needed for successful transplantation. In addition, cord blood stem cells offer some exciting possibilities for gene therapy for certain genetic diseases, especially those involving the immune system. The children, who also receive additional drug treatment, appear healthy

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to date, even though their blood now carries only a small amount of the gene introduced into their stem cells.

1.9 Sources of Stem cell:


Stem cell can be found in different places, and just from where you get your stem cells from can make all the difference as to their potential. Embryonic stem cell: using a donated human embryo, scientist can extract the blastocyst (Inner cell) from the 4- day old embryo. This is then cultured for about six months in a petri dish until a cell line, which contains millions of stem cells, is produced. Embryos are usually obtained from donors who have given their informed consent that their embryos, originally created for IVF but are no longer needed. Bone Marrow: Bone marrow is the spongy material you find inside your bones. Contained within bone marrow, however, are stem cells. In fact aside from cord blood bone marrow is the richest source of adult stem cells. However, bone marrow stem cells have matured and therefore are more restricted as to what type of they can differentiate into. Moreover, normal environment exposures and toxins have likely affected these cells. As a result their use is limited. Peripheral blood stem cells: These stem cells also fall under the category of adult stem cells. Peripheral blood refers to the blood circulation in our system. Although this isnt the richest source of stem cells, peripheral blood stem cell donor can be administered growth factor drugs to help increase their number of stem cells. When donating the stem cells, blood is withdrawn from the body and stem cells are separated from the blood before the blood returns to the body. Cord blood stem cells: cord blood stem cells hold great potential in treating a wide number of diseases and disorders. Cord blood stem cells are actually much more primitive than bone marrow or peripheral stem cells. These stem cells are taken from umbilical cord blood shortly after

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birth; once the umbilical cord has been cut, Doctors can drain the blood from the cord.

1.10 Diseases perverted by Stem cell Banking:


Cordlife is a leader in collection, processing and banking of umbilical cord stem cells. Cordlife Sciences India Pvt. Ltd provides a private cord blood storage program for expecting parents that wish to store their upcoming babys precious stem cells. Researches have shown that stem cells can be used to treat more than 107 life threatening diseases. Some of these Include:

Cancer: Many types of cancer including: Acute and Chronic


Myelogenous leukemia, Acute lymphoblastic leukemia.

Blood Disorder: Thalessemia, Sickle cell disease and Franconias


Anemia.

Immune deficiencies: Kostmann syndrome, omens syndrome,


severe combined immunodeficiency (SCID)

Familial Disorders: Breast cancer musculoskeletal connective


tissue disorders, osteoporosis.

Metabolic/storage disorders: Hunters disease, leukodystophies.

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1.10.1 Complete list of treatable diseases with stem cell transplant ACQ: Acute Biphenotypic leukemia. Acute lymphoblastic leukemia (ALL). Acute Myelofibrosis. Acute Myelogenous leukemia (AML). Acute differentiated Leukemia. Bare lymphocyte Syndrome. Batten disease (Inherent neuronal ceroid lipo fussiness). Beta Thalassemia major. Cartilage- hair hyperplasia. Chronic Glaucomatous disease. Essential thrombocythemia.
Franconia Anemia.

Gautiers Disease. Glanzmann thrombasthenia. Gunter disease. Hemophagocytosis. Langerthans cell histiocytosis. Lesch -nyhan syndrome. Leukocyte adhesion deficiency. Lip sarcoma. Maroteaux lamy syndrome (MPS VI) Met achromatic leukodystrophy. Marquis syndrome (MPS IV). Mucolipidosis II (I cell Disease). Paroxysmal Nocturnal hemoglobinuria (PNH).
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Pancytopenia. Plasma cell leukemia. Prolymphocytic leukemia. Pure red cell aplasia. Refractory anemia (RA). Refractory anemia with excess blasts (RAEB/RAEB-T). Refractory anemia with ringed sideroblasts (RARS). Renal cell carcinoma. Reticular digenesis. Retinoblastoma. Sanfilippo syndrome (MPS-III). Scheme Syndrome (MPS-IS). Severe combined Immunodeficiency (SCID).
Sickle cell anemia.

Sly syndrome, Beta Glucuronidase deficiency (MPS-VII).


Thymic dysplasia.

Waldenstroms Macroglobulinemia.

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Source: Wikipedia

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COMPANY PROFILE

Cordlife first started its operation in Singapore in the year 2001 they have established a rigorous quality system and track record of clinically reliable cord blood banking service that was first certified by Singapore's Ministry of Health, and subsequently accredited in 2005 by the world's most recognized quality standards in cord blood banking - American Association of Blood Banks (AABB). Cordlife Group of companies all over Asia have also attained numerous accreditations and certifications from other quality organizations such as the Therapeutic Goods Administration (TGA), International Organization for

Standardization (ISO), and local regulators such as the Ministry of Health (Indonesia) and Ministry of Health (India) to give our clients the added assurance that their baby's cord blood will be collected, processed and stored according to stringent quality standards to deliver safe stem cells for medical treatment. Our ability to obtain various local and international quality marks and regulatory certifications is testimony of the company's intimate knowledge of the cord blood banking industry and its needs. In 2006, CordLife was awarded the prestigious 'Technology Pioneer' status by the World Economic Forum for advancing the field of adult stem cell therapy, cord blood banking and technologies. CordLife was one of the only 3 companies in Asia to be awarded this rare recognition. Founded in 2001 and certified by the Ministry of Health, CordLife is the first private cord blood bank in Singapore, and among the first in Asia. In 2005, CordLife Singapore achieved the prestigious American Association of Blood Banks (AABB) accreditation for its cord blood banking facility in Camden Medical Centre.
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Due to rapid growth, CordLife relocated to a larger facility in Singapore Science Park II. The new facility was successfully reaccredited by AABB in 2008, and today CordLife remains the only AABB accredited cord blood bank and the largest laboratory in Southeast Asia. As headquarters of the CordLife Group, CordLife Singapore always strives to be a 'Technology Pioneer' by introducing numerous industry firsts. Most recently, we are the first in Asia and Singapore to offer the latest standard in automated cord blood processing technology, known as Sepax. Cordlife started its India operation on January 2006 with Kolkata as its head office as well as its preservation center is also located at Kolkata. CordLife is the only such facility serving the Eastern part of India. We are licensed by the Drug Controller General of India to collect cord blood units from all Indian states and cities. CordLife India is the largest and most advanced cord blood facility in the country, with a storage capacity of up to 150,000 cord blood units. The state-of-the-art laboratory with full processing, testing and cryopreservation capabilities is the latest addition to our group's network of facilities. It is also equipped with continuous power back-up as well as the most-up-to-date security and surveillance systems. In addition, the building is specially designed to withstand any natural calamity. The company plans to invest Rs 300 million in 18-24 months to set-up similar facilities across India. Many of the stem-cell banking companies have also been focusing on stem cell therapy centers. Cordlife Sciences India which provides stem cells processing and storage services to the end-consumers intends to work with stem cell therapy centers to enable cellular therapies within India. Cordlife is planning for strategic tie-ups with hospitals in India to reach out to more expectant parents and educate them about cord blood banking. They are

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also in the midst of identifying local partners with whom they can work with to link the technologies developed by their partners from abroad.

Cordlife Sciences India Pvt. Ltd preservation center at Kolkata

2.1 Mission of Cordlife:


We aim to offer the highest possibility of successful adult stem cell therapy to give hope and save lives.

2.2 Cordlifes Management Team


Chief Executive Officer: Mr. Steven Fang. Chief Financial Officer: Mr. Jeremy Yee. Group General Manager: Ms. Susan Kheng. General Manager Singapore: Ms Gwendolene Yeo. Managing Director, India: Mr. Meghnath Roy Choudhary. Senior Finance and Investment Manager: Mr. Simon Lee. General Manager, India: Mr. Simon Hoo.

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2.3 Advantages of Cordlife over other banking companies:


Cordlife is a Multinational with 8 banks across the globe. TGA, Australia & recipient of Tech. Pioneer Award by World Economic Forum. The only stem cell banking company till date to have the Tech. Pioneer Award. Cordlife provides MSC's & EPSC's, isolation, expansion along with other cells. Dual Storage of the specimen. Free shipment for the family. Confirmatory tests borne by the Cordlife. Quality guarantees 100% specimen replacement or US $ 30000. 114 successful Transplants as on date. X-Ray free transportation. 250 ml Blood Bag & Foam bricks. Specimen is benchmarked against existing international best practices. International Certification of Storage from Group Headquarter Office, Singapore. Sepax technology Used by Cordlife. Recipient of Technology pioneer award the only of its kind ever received by any other stem cell banking company in the world. The storage facility is an earthquake resistant building. All equipment is backed up by 24 hours UPS and generators, in case of power failure. Laboratory operating 24 x 7. Flexi payment option up to Rs 1500 monthly installments for 48 months helping middle class of people to preserve their babys precious Umbilical Cord Blood.

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2.4 Process: The company has an established and well trained representatives who visit the prospective client which the company get either through referral from existing clients or directly from doctors as well as from the company drop box, where the representative explain the clients about the concept , collection and processing and generate need as well as reliability among prospective clients. Cordlife follows process in accordance with international standards and has not only ensured but also follow the best practices in every step so that the precious Umbilical cord and umbilical blood remains biological viable for future application. Cordlife representatives are always ready to share their valuable expertise with their potential clients in order to enhance their knowledge at their convenient time and place. The following are the various process involved in Cordlife:

2.4.1 The Registration process:


It is a very simple procedure where one is required to fill up and sign the enrollment form which includes address of the client (both father and mother), their respective date of birth, details of person apart from them to whom company can contact in times of emergency, Health history of to-be-mother. Once the paper work and enrollment fess of Rs 5000 has been paid, cordlife provides the client with a Kit Box where the Cord Blood as well as the Cord Tissue is collected within 10 minutes after the birth of the baby.

2.4.2 Pre-Collection:
The registered client will be provided with a specialized Cord Blood collection Kit Box which will be having a unique code number assigned to the client and all clients will have different code assigned to them in order to avoid confusion as all the cord blood collected in India comes to one place for preservation. The Kit Box contains all necessary items which Doctors require for the collection of the cord blood which include 250 ml blood collecting pouch which no other stem cell
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banking company provide, two PPT tube for the collection of cord tissue and maternal blood, two foam gel packs in order to keep the cord blood free from clotting during shipping of the kit box. Most Doctors do not have problems in this simple procedure. However it is essential that the client discuss their decision with the Doctors prior to collection of the UCB. The only thing that is left for the client to do is to make a call to Cordlife in order to intimate that the client is about to deliver the baby. Cordlife will send their Phlebotomist (Collection Executive) immediately to the Birthing Center who will then pick up the Kit where the Cord Blood, Cord Tissue and the Maternal Blood are kept after being collected by the doctor and simultaneously the Collection Kit Booklet is being signed by the Caregiver (Gynaecologist) of the client (Biological Mother) and by the Biological Father and then Kit Box is ready for shipping.

2.4.3 Collection Process:


The doctor performs the collection process. The collection process of the cord blood is done immediately after the baby is born when the umbilical cord is clamped and cut to stop the outflow of the blood present in the cord. As collection can be performed in-uterus or ex-uterus, this choice is left to the doctor who is the best judge of the situation. Depending on whether the birth is a vaginal delivery or a caesarean section, the doctor can make a decision on collection before or after the delivery of the placenta. The collection of cord blood is a simple and short procedure which does not take more than 10 minutes. After the baby is born, the doctor will insert the sterile needle, with one end attached to the blood collection bag, the blood in the cord then flows in the bag due to gravitational force. This step usually takes 3-5 minutes and when there is no more blood left, the needle is taken out and reinserted into the umbilical cord, closer to the placenta. This allows some remaining blood to be collected, thus increasing the total volume of blood collected. After the collection of the blood, the needle and connecting tube is detached and knotted thrice. The blood bag is carefully placed in the kit box with two coolant packs placed on either side of the blood bag in order to maintain the temperature while transporting, the umbilical
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cord is also cut and put in the PPT tube present in kit after everything is collected the kit box is sealed. A customer information card is filled out and placed along with the box which is then collected by the collection executive and consequently sent to Kolkata preservation center in no time.

2.4.4 Shipping of Cord Blood:


After the cord blood and umbilical cord is collected the collection executive collects the kit box and the same is sent to Kolkata through Jet Airways the official transporter for Cordlife. Cordlife bear all the expenses of transportation from the place of collection to its preservation center.

2.4.5 Processing of Cord Blood and Cord Tissue:


As soon as the kit box reaches the preservation center the maternal blood, cord blood and umbilical cord are tested to see whether the samples received are free from contamination or not, if the samples are found to be contaminated then it will be intimated to the clients along with the necessary documents that the blood samples received by them are found to be contaminated and cannot be preserved and the agreement will be terminated and the money will be refunded if the client make onetime payment deducting the enrollment fees and processing fees whereas if the samples are free from any kinds of contamination the samples will be preserved. The testing is mandatory to be done as per cord blood banking regulations are concerned.

2.4.6 Reporting Test results:


All results of tests performed on maternal blood, cord blood and umbilical cord are documented and a report is prepared and sent to the clients. If samples test positive for any transfusion transmissible infection (TTIs), the parents are duly informed.

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2.4.7 Storage of Cord Blood Stem Cells:


If the cord blood is found fit for storage after processing it will be stored in cryobags in a container of liquid nitrogen with a temperature of -196 Celsius and the process is known as cryo preservation.

2.5 EMI Payment Scheme:


Though it is expensive but it not expensive when it can save a life. Accordingly in this financial year the company has come up with four pricing strategy for four different plans they along with different EMI payment scheme. Plans Enrollment Fees 18 years Standard Cordsure 5,000 72,000 18 years Flexi-12 6,000 18 years 18 years Flexi-24 Flexi-36 3,000 2,000 18 years Flexi-48 1,500

BIOCORD Cordsure 5,000 Explant Consure 5,000 Epicord 50M Cordsure Epicord 500M

90,000 142,000

7,600 12,000

3,800 6,000

2,500 4,000

1,900 3,000

5,000

305,000

25,500

12,700

8,400

6,500

Looking at the above pricing plan it can be said that in this financial year the company had provided clients the benefits of 48 flexi payment option which was not there in their previous financial year pricing strategy and with this flexi payment clients are showing interest in preserving their babys Cord Blood and Cord Tissue with Cordlife Sciences India Pvt. Ltd.

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2.6 Employees in Cordlife Sciences India Pvt. Ltd. North East Branch (Guwahati)
1. Mr. Prem Kiran Nath (Area Manager, Northeastern India) 2. Mr. Nayan Mani Sharma (Executive Client Relationship) 3. Mr. Aoyan Konwar (Executive Client Relationship) 4. Mrs. Sharmistha Dutta (Executive Client Relationship) 5. Mr. Chandan Pathak (Collection Executive)

2.7 Sales of Cordlife Sciences India Pvt. Ltd. North East Branch (Guwahati)
Cordlife Sciences India Pvt Ltd started its North East operation in the year 2008. Financial Year 2008-09 2009-10 2010-11
120

Sales in Number 15 35 101

100
80 60 40 20 0 2008-09 2009-10 2010-11

Series1

Fig 2.1 The fig 2.1 shows that there has been a great increase in the sales of this concept in comparison with initial year of launch in North Eastern India especially

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Guwahati but after people came to know about its benefits and with easy payment procedure people started to bank their babys cord tissue and cord blood with Cordlife. Awareness on the utility & importance of stem cell banking among people will help to elevate the sales to a great height and one day it will be a routine affair.

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INDUSTRY PROFILE
2.8 Cord Blood Banking In India-An Overview
With more than 80,000 births a day or 26 million births a year, India is poised to be the largest source for umbilical cord blood in the world. It's no surprise then that leading stem cell banking companies are keenly eyeing India. As of now, there are more than ten players in this five-year-old market. Most of these cord blood banking companies are having an overseas parent company which is responsible for the initial investment. Cord blood- i.e. the blood that remains in the umbilical cord after a baby is born represents a new and the richest source of stem cells which is the origin of the bodys immune and blood system. With the rising interest in stem cell based application and therapy, the scope of cord blood bank is becoming more effluent day by day. In order to understand the importance and potential of cord blood banking, it is imperative to explore further the emerging applications of stem cells.

Picture of an upcoming baby in the mothers womb

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2.8.1 Stem Cell Emerging Application:


Stem cells are basically the primal cells found in the multi cellular organisms. It has the remarkable potential to develop into many different cell types in the body, serving as a sort of repair system for the body. They are actually master cells because they give rise to all tissues, organs and system in the body. The stem cell ability to differentiate or change into other types of cells in the body is a new discovery that holds tremendous potential for treating and curing some of the most common diseases, cancer etc. There are basically three sources of stem cells; Bone marrow, Embryonic cells and cord blood. A bone marrow based surgical treatment is mostly stringent and is difficult process as it requires accurate and correct match which is often tedious. On the other hand the treatment based on embryonic cells involves lots of controversies as it requires the culture of embryo or waste fetus. The third and the richest source of stem cells is the cord blood. Umbilical cord blood contains in-exhaustible, noncontroversial source of stem cells for therapy. Stem cell therapy in the coming decades may provide solutions to incurable ailments and severe injuries. Diseases like Leukemia, metabolic disorders and immune deficiencies etc have been successfully treated with umbilical cord blood transplantation. Further stem cell breakthrough is expected to promote effective low cost treatment for disease like diabetes, stoke, spinal cord injury etc. The Indian Council of Medical Research (ICMR) has estimated that some 50 million patients with heart disease, 5 million with Parkinsons disease and 5 million with Alzheimers disease in India are potential beneficiaries of stem cell therapy. Stem cells can be used to treat 170 diseases out of which 80 diseases are recognized by world health organization (WHO) that these 80 diseases can be fully cured by the stem cells. Cordlife is the only banking company in the world who can preserve three types of stem cells extracted from cord blood and cord tissue other banks can only extract and preserve two types they are Hematopoietic stem cells (HSCs) responsible for replenishing blood and regenerating the immune system and this is found in cord blood and the other one is Mesenchymal Stem Cells (MSCs). In
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addition Cordlife has got the patented technology to isolate the third cell line from cord tissue known as Epithelial Stem Cells (EpSCs). As such Epithelial Stem Cells are used for skin, muscle or flesh regeneration. Current research with cells revealed encouraging results for the future treatment of a wide variety of medical conditions including stroke, diabetic ulcers and replacement of cornea membrane. The MSCs can also be infused with cord blood stem cells to increase the success rate of transplants. Current and emerging application of cord blood based stem cells have been listed in the table below: Service type Cord Blood Banking Advanced Umbilical Cord Banking Sources of Stem Cells Types of Stem Cells Cord Blood
Haematopoietic Stem

Umbilical Cord
Cordlifes Exclusive: Epithelial stem cells (EpSCs) Cells (MSCs) Mesenchymal

Cells (HSCs)

Stem

Treatment Resources for Proven

Potential

Potential

Potential

Cancer such As Leukemia and Lymphoma,

Heart disease, Stroke, Type 1 diabetes, Spinal cord injury,

Surface ulcers

Myocardial

(Diabetic ulcers ),

Infarction(smooth

Various types of

Muscle repair),

Blood disorder Such as Thalassaemia, Metabolic disease, Immunodeficiencies

Liver diseases, Cerebral Palsy Burns, Cartilage repair,

Other tissue trauma

Stroke,

Liver regeneration,

Type 1 diabetes, Crohns disease,

Pancreas

Regeneration,

Graft vs. host

Cornea membrane

Disease.

Replacement.

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2.8.2 Cord Blood - the richest source of stem cells:


Cord blood is the blood that remains in the babys umbilical cord after it has been cut and is a rich source of stem cells. Earlier treated as a waste to be discarded after birth, cord blood is now considered as precious resource. Although the first cord blood transplant was performed by Gluckman in 1988, the concept of banking cord blood was pioneered by Dr, Pablo Rubinstein, who was awarded grant by the National Institute of Health to set up the first National Cord Blood Banking Program at the New York center. Back home in India, Umbilical cord research started in 1990 at Cancer Research Institute, Mumbai, but did not receive any support from the government to set up a stem cell bank. The first private stem cell bank in India was set up in 2002.

2.8.3 Cord Blood Banking - the process:


A cord blood bank is a place that stores umbilical cord and blood for future use. Cord blood banking basically involves three steps: collection, processing and storing. Cord blood collection is a simple, safe and painless procedure that usually takes less than 5 minutes and can be performed just after child birth in which the cord is clamped and cut and then after the blood is drawn from the umbilical cord in specialized bar coded bag. These collections are further harvested for stem cells, which are then in cryo-vials at -196 degree Celsius in liquid nitrogen.

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2.8.4 Public vs. Private Cord Blood Banking:


Cord blood banks can be primarily divided into public and private banks. While public banks accept eligible donations to be used for anyone in need; private banks allows families to preserve their blood for their own use for a fee of ($800$2000). The basic differences between a public bank and a private bank have been enumerated below. Public Banks Use not restricted. No remuneration collected. Usage subject to availability. Private Banks For use of the family. Facility paid for by the family. Availability guaranteed.

The medical community strongly supports public cord blood banking as it widens the compass of beneficiaries from medical advances. However, with the recent advancement in stem cell banking the estimated probability that one might need cord blood and cord tissue stem cells in ones life time within a family is 1/200.

2.8.5 Major Players in Cord blood Banking in India:


The major players of cord blood banking in India are Lifecell, Relicord, Cryobanks, Cordlife, Cryosave & Histostem where Lifecell is the biggest and oldest Indian company and Cordlife is the first multinational company in Indain market. And recently, StemCyte also started its India operations. StemCyte India Therapeutics Pvt. Ltd. (SCITPL) is a joint venture between StemCyte Inc. (USA), Apollo Hospital.

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Histostem Co. Ltd; is a South Korean, US based Biotechnology


company that is developing the latest human cell based therapy. It is in the process of investing $20 million to establish the worlds largest cord blood bank, providing stem cells for transplant surgeons globally.

The leading Indian player in Cord blood banking and cells research is Chennai based Lifecell. Established with initial investment of Rs 140 million, Lifecell has a lab and state of art storage facility near Chennai. The world class infrastructure, which has accreditation from America Association of Blood Banks, help Lifecell provided seamless service from the collection of cord blood to harvesting, testing and finally storage. With more than 20 regional centers Lifecell has been able to harvest 10,000 units of stem cells.

Cryobanks International India a joint venture between cryobanks


international USA and RJ corp. founded in 2006. Cryobanks International is a leader in the collection, processing and banking of umbilical cord blood stem cells. Cryobanks India has set up 28,000 square feet, state-of-the-art stem cell processing and banking facility in Gurgaon Haryana. Cryobanks India with an initial investment of 25 crore has stored more than 15000 samples of stem cells till date.

Another important player is Relicord- which is Reliance Life Sciences Stem cell banking services has established south Asias most advanced and completely automated stem cell enriched Umbilical Cord blood repository. This is the first cord blood repository in the world to be accorded a license by an official regulatory authority, Food and Drug Administration (FDA), government of India.

Cordlife Ltd. is a Singapore based Cord Blood Banking company


incorporated in 2001. Cordlife is operating in 8 countries around the globe. Cordlife is the second largest company in the world and the largest company in Asia Pacific. CordLife India is the largest and most advanced cord blood facility in the country, with a storage capacity of up

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to 150,000 cord blood units. Further, Cordlife has got the patented technology to isolate the third cell line known as Epithelial Stem Cell from Cord Tissue along with the Cord Tissue differentiation technology. Cordlife provides dual storage & the license to use the specimen (stem cells) anywhere in the world. The company plans to invest Rs 300 million in 18-24 months to set-up similar facilities across India.

CryoSave: Cryo-Save Group announced the launch of its India


operations through its 100 per cent subsidiary Cryo-Save India. The Indian subsidiary has been set up with an investment of 1.8 million Euros. Cryo-Save Group will scale-up its investment to two million Euros within a year of its operation of the Indian subsidiary. Cryo-Save India is headquartered in Bangalore with a state-of-the art fully automated adult stem-cell storage facility. The facility at Bangalore covers 10,000 square feet with a storage capacity of 1,50,000 samples extendable to 3,00,000.Cryo-Save Group, Europe's largest adult stemcell storage bank, has its operations in 37 countries across three continents.

StemCyte: StemCyte Inc., founded in 1997, is one of the world's


leading providers of Umbilical Cord Blood (UCB) Stem Cells for transplantation. StemCyte is one of the largest, most racially diverse, and highest quality public cord blood stem cell banks of donated umbilical cord blood in the world. Our primary mission is to help the world's leading physicians save more lives by providing high quality, safe and effective stem cells for transplantation and therapy to all patients in need. StemCyte is truly an international company with its operations in USA, Taiwan and India.

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2.8.6 Cord Blood Banking In India- the road ahead


High birth rate and lack of any stringent government regulations are factors favoring the development of cord blood banking in India. With approximately 80,000 births daily, resulting in discarding of 80,000 umbilical cords a day-the storage of stem cell rich blood derived from these umbilical cords can prove to be the best possible insurance against life threatening diseases. The ministry of health has approved a grant of Rs 5 crore to upgrade its stem cell research at the Mumbai based National Institute for Research in Reproductive Health under the Indian Council of Medical Research (ICMR). New private cord blood banks are being established all over India in an attempt to use their knowledge, research and storage facility to benefit the Indian population. What seemed like a dream a few years back? Is now becoming a reality. The use of umbilical stem cells for therapeutic purposes can ensure lower treatment costs and longer lives. India is poised to be the largest sources for umbilical blood in the world. Its no surprise then that leading stem cell banking companies are keenly eyeing India. The investment is considerable and mostly runs into millions of dollars. Analyst estimate that Indian stem cell banks, which are currently at Rs 100 crore, would generate Rs 2700 crore in revenues by 2012, accounting 17 per cent of the world market. Companies with foreign funding are entering the market and are planning to capture at least 21 per cent of the total market. As of now there are more than six players in this five-year-old market. Most of these cord blood banking companies are having an overseas parent company which is responsible for the initial investment.

2.8.7 Some of the successful Stem cell treatment in India:


Any sufficiently advanced technology is indistinguishable from magic, Arthur C. Clarke once wrote. So it is with stem cells and their almost miraculous potential to save our lives. Stem cells are so tiny that it would take a million of them clustered together to form a pin head. Yet as their name denotes all other cells 'stem' from them. They can divide and multiply rapidly into cells that give rise to

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the brain, the heart, the spine, the limbs, the muscles, the skin and everything else that constitutes the human body. Once the body is fully grown they lie dormant in the marrow of your bones, in the cavities in your eye, under the nose, in your stomach and even in your skin waiting for the signal to transform into whichever tissue or organ that is needed. They are the body's hidden biological repair system--the super mechanics with a warehouse stacked with everything you need to make your body new again. A decade ago, not many knew how to harness their almost magical capability to heal the body. Now researchers are unlocking the mysteries these anodized cells store and are ushering in a revolution in the treatment of a range of debilitating diseases. In Delhi, at the All India Institute of Medical Sciences (AIIMS), a steady stream of patients comes in for treatment of dilated cardiomyopathy, a condition in which the heart becomes weakened and enlarged. It cannot pump blood efficiently and one of its symptoms is a rapid pulse--twice the normal. Till now, short of having a heart transplant, it was among the most difficult cardiac disorders to treat. But for such patients there is new hope with AIIMS setting up a cardiovascular stem cell group that has begun, probably for the first time in the world, clinical trials to see whether the stem cells extracted from the bone marrow of patients, known as adult stem cells, could improve the heart's performance. The results are encouraging but Balram Bhargava, Professor of Cardiology and a Co-Principal Investigator says: "It's not magic yet. Still, in a field that has little options for patients, this is a definite improvement."

EYE DISORDERS:
Abhishek Sharma 24, who was afflicted with allergic conjunctivitis, had lost his vision in both eyes. "I couldn't recognize a person if he sat in front of me." He couldn't find a job or a bride. He approached the L.V. Prasad Eye Institute and his vision was restored within weeks. Now he is a call center executive, married and has two children. He says: "For me it's like a miracle."

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STATUS IN INDIA
Corneal regenerative procedures using stem cells are the most promising in India. The L.V. Prasad Institute has treated over 700 cases with much success. The Drugs Controller has approved of such therapy for widespread use.

Heart-Attack:
AIIMS is also conducting a major multi-centre trial to look at the role of stem cells in repairing tissue damaged during acute heart attacks. In many such cases, even bypass surgery doesn't seem to improve the functioning of the heart. Among the earliest beneficiaries of the wonders of such stem cell treatment is S. Kabilan, a former chief secretary of Assam. Four years ago he suffered a heart attack and underwent bypass surgery at AIIMS. When he heard about the new stem cell treatment which could regenerate damaged tissue, he readily consented to having it done. Since then the functioning of his heart has been regularly monitored and the ejection fraction--the amount of blood pumped out of a ventricle with each heartbeat--has shown considerable improvement. Says Kabilan: "I feel fit as a fiddle and have never felt better in recent times."

Cornea Regeneration:
In Hyderabad, inside an operation theatre at the L.V. Prasad Eye Institute, Dr. Virender Sangwan, a surgeon, is in the process of implanting cornea tissue grown from stem cells into the left eye of a middle-aged factory worker who had accidentally burnt it, leaving him blind in that eye. Harvesting stem cells from the limbus, the region where the cornea touches the white of the eye, Sangwan and his team of specialists are confident of restoring the worker's sight in a matter of weeks. That stems from the fact that in the past nine years they have treated over 700 such patients with remarkable success, possibly one of the largest such regenerative experiments anywhere in the world. Because of the work of the L.V. Prasad Eye Institute and others, the Drugs

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Controller of India has recently cleared Reliance Life Sciences to launch the first autologous limbal stem cell therapy--the first time stem cell therapy has been officially cleared for widespread use in India.

Liver Failure:
P Chandrika, 49 years of age soon after being wed to B.S. Prasada Rao, a postal assistant, her liver started malfunctioning. She vomited frequently and lost weight over the years. Dispirited, she even advised her husband to remarry. Just two years back, doctors at the Lifeline Hospital, Chennai, gave her stem cell treatment and her recovery was astonishing. For the last two years there has been no complication and she is eating normally. STATUS IN INDIA Treatment of liver disorders using adult stem cells obtained from bone marrow is growing. The results are promising even in cases of cirrhosis of liver. In areas such as ocular, cardiovascular and neurological disorders, Stephen Minger, director of the Stem Cell Biology Laboratory at the Wolfson Centre for Age Related Diseases at King's College London, acknowledges that the research being done in India is "world class and has exciting possibilities". Part of the reason is that the Union Government has been proactive in promoting stem cell research and clinical trials in India. The Department of Biotechnology (DBT) has launched over 100 projects at 18 premier institutes across the country to conduct not only basic research on stem cells but also test its efficacy in therapy. It has invested over Rs 300 crore, including setting up the first dedicated Institute for Stem Cell Biology and Regenerative Medicine (INSTEM) in Bangalore. M.K. Bhan, the erudite DBT secretary, says: "What we have done is to build up the capacity, infrastructure and manpower to keep India at the forefront of the brilliant possibilities that will unfold in this decade. Traditionally, we would do science but could not translate it for clinical use. Now we have a more balanced
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approach so that you can have an effective Hospital-based treatment as well. We would need industry though to make it a truly mass revolution." Among the first movers from industry has been the Mumbai-based Reliance Life Sciences, a unit of Mukesh Ambani's empire. It has already set up a sophisticated cord blood repository for couples opting to store stem cells extracted from the umbilical cord soon after delivery. Reliance Life Sciences is now developing a wide range of research-led, stem cell therapies and tissue engineered products, with the objective "of bringing about an era of regenerative medicine", as K.V. Subramaniam, its President and CEO, puts it. Subramaniam estimates that in just two years, about 164 million patients, or 16 per cent of India, suffering from diabetes, cardiovascular disorders, neurological disorders, burns and wounds, osteoarthritis, osteoporosis and liver disorders would benefit from stem cell therapies in India. But he cautions that it is still a long haul as the scalability of treatment remains an issue. Reliance is also one among the score of institutions in the world that has developed its own independent embryonic stem cell lines and is conducting research on them. Fortunately for India, stem cell research here has not been derailed or devoid of funding over ethical issues concerning the use of embryonic stem cells as it had been in the US. Embryonic stem cells which are harvested within less than a week after fertilization takes place in an ovum are among the most powerful cells with an ability to develop into any of the 200 types of cells or tissues needed by the body. India is among the leaders in the world in the treatment of heart disorders using stem cells. AIIMS itself has treated over 100 cases of both acute heart attacks and cardiomyopathy with some success. Multi-clinical trials are now in five institutes to validate the efficacy of stem cell treatment for heart diseases Former US President George Bush had stopped all government funding for embryonic stem cell research as he backed conservatives and religious groups who argued that you cannot destroy life in order to save it. Bush's veto has been

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overturned by Barack Obama who believed in the argument that these embryonic stem cells hardly constituted lives and in fact more lives were saved by research. Meanwhile, India has developed over a dozen embryonic stem lines and is now using them to carry out basic research in key laboratories. But as in most countries of the world, the Indian Council for Medical Research (ICMR), in its guidelines for stem cell research formulated in 2007 has forbidden the use of embryonic cells for clinical treatment. Though with Shinya Yamanaka, the Japanese stem cell biologist, recently demonstrating that he could derive stem cells of the potency of embryonic ones from skin tissue, it has become a game changer. Ethical debates over its use may soon be a thing of the past if his technique is perfected and it shows that no tumours develop. Karan Goel, organiser of the Stem Cell Global Foundation, estimates that the world market for stem cell therapy is projected to increase from an estimated $30 billion (Rs 1,44,000 crore) in 2009 to $96 billion (Rs 4,60,800 crore) by 2015. At the same time, Indian couples are flocking in droves to cord blood banks to preserve stem cells that could be extracted from the umbilical cord when it is severed after delivery. The steep prices of between Rs 75,000 to Rs 1 lakh to preserve cord blood in cryogenic storage vaults for a period of 21 years hasn't discouraged takers and over a dozen such banks have been set up in all major metros.

Spinal Injuries:
Piyush Sharma, 30 years of age but while returning from Corbett National Park two years ago, Piyush Sharma had a car ran his motorbike leaving him with an injured spinal cord. He was paralyzed from waist down and doctors implanted a steel plate in his back. Stem cell treatment at a private hospital in Rudrapur, Uttarakhand, six months ago, made him capable of moving his lower limbs partially and regain bladder control. He says, "It has given me new hope."

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STATUS IN INDIA Treatment of spinal injuries using stem cell therapy has been encouraging if not spectacular. In Chennai, a study of 280-odd patients found 23 per cent registering improvement. Normally, the only cure would be an expensive liver transplant. About nine months ago, doctors treated his liver with stem cells extracted from his bone marrow. Within a month, his liver showed signs of recovering and last week it was almost back to normal. Ahmed says, "I am back to eating mutton biryani without any discomfort." Apart from liver complications, Lifeline has treated over 280 patients having severe spinal injuries, including paralysis, with stem cells. Almost one out of four showed significant motor and sensory improvement. There have been controversies over whether Lifeline has been ethical in its methods of treatment and claims of success. But J. S. Rajkumar, its chairman, dismisses all such criticism saying, "It's easy to rubbish our work but our data speaks for itself. People can always say why, but I say why not. It's not a panacea but stem cells are a great alternative. It is already bringing down the costs of treatment." Controversies have always dogged stem cell treatment ever since it began in earnest a decade ago. In Moscow, beauty salons began offering it as a cure for wrinkles, hair loss and dry skin but many of the patients reportedly ended up with tumours. In South Korea, a leading researcher was exposed for fraudulently claiming he had developed a human stem line through nuclear transfer. In India, P. Venugopal, a former AIIMS director, walked the ethical edge when he rammed through stem cell treatment for cardiac disorders when he was head of the institution.

Blood Disorder:
Harsil Nanda, 2 years of age was diagnosed with thalassemia major at birth, a rare blood disorder where its ability to produce haemoglobin is defective. His parents, Ravin Nanda, a paan shop owner in Ahmedabad, and Trupti, were
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devastated. Stem cell treatment at the Gujarat Cancer Research Institute by Dr. Sandip Shah was a success, making Harshil the second such patient to be successfully treated and showing a ray of hope to such patients in India. STATUS IN INDIA Treatment of disorders like thalassemia and cancers of the blood is only now gaining a foothold in India. While experts say the potential is good, it is far from being realized. Since then, as Geeta Jotwani of ICMR points out, the DBT along with the ICMR have tightened controls and issued stringent guidelines for both research on stem cells and clinical trials. Balasubramanian says, "The problem is that it is more unethical than illegal, so you do have fly-by-night operators which patients have to be careful about." Bhan is for a legislation to be passed but prefers to wait for a year because, "so rapid are the changes in stem cell research that the law may become outdated even before it is passed." There is a clear need to tone down the hype about the benefits of stem cell therapy till solid basic research validates its efficacy. Jyotsna Dhawan, dean of the newly formed INSTEM, says, "We should not have stem cells hyped up as being a magic bullet. There is need for a lot more basic research to understand the mechanism that affects the degenerative and Regenerative process. We need to understand how these cells are set aside and retained as a reserve population and remain neither divided nor differentiated till the appropriate time. Also, how they go about repairing tissue." There are still huge gaps in the understanding of how the stem cells actually go about doing their work and how they will behave in the body. Doctors don't want to be putting a stem cell into the brain and discovering that it was a bone! Moreover as Sujata Mohanty, head of AIIMS Stem Cells Facility, points out, "There is a huge difference between what we achieve in the lab and its efficacy with patients. Each patient has his or her own recovery pattern and would need different cell dosages. So we still have plenty to understand about

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the processes." Getting stem cells to grow a tooth or as a cure for baldness is still a long way. Yet as Balasubramian says, "Stem cells are both exciting and promising, and the future would only see an increase in this therapy." Therein lies the hope. Till date 114 clients of Cordlife has successfully treated their deadly disease through stem cells which are preserved in the organization.

Pic 1: Multiple myeloma is the cancer of white blood cells.

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Pic 2: Treatment of Cerebral palsy in Singapore using Stem cell.

Pic 3: Treatment of thalassemia Eight-year-old Thamirabharuni and her one-year-old brother Pugazhendhi share a special kind of bond not commonly seen among siblings. Thanks to her brother, Thamirabharuni no longer suffers from thalassemia disease.

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Literature Review
Regenerative medicine is a field of medical research developing treatments to repair or regenerate specific tissue in the body. Because a persons own (autologous) amniotic stem cells can be safely infused back into that individual without being rejected by the bodys immune system - and because they have unique characteristics compared to other sources of stem cells - they are an increasing focus of regenerative medicine research. Research in this area has the potential to revolutionize medicine. It is advancing so rapidly that it is even difficult for medical professionals to supply the most up-to-date information for their patients. Possible future uses in the field of regenerative medicine include repairing heart tissue, birth defects, and other damaged tissues. Although clinical experiments and research studies are still going on to use cord blood stem cells in treating many more life threatening diseases, there is no doubt about the importance and utility of cord blood. In India too, medical professionals are advising expecting parents to opt for stem cell banking with cord blood storage companies for safeguarding their child and the entire family against major illnesses & meet any future transplant needs. Over the last few years, India has witnessed a tremendous growth in the stem cell business. Apart from many foreign companies, the industry has witnessed the mushrooming of small domestic players. According to industry estimates, the domestic market size is Rs100 crore now and growing at an annual pace of 3040%. The project title was Stem Cell Banking- A study on consumer perception vis--vis awareness and future prospects the main objective of this project was to know the perception of the consumer regarding regenerative medication its degree of awareness among people and its future prospects in India. The objective of the project was fulfilled using the tools of conducting market research those are personal interview and well-structured questionnaire which to a great

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extend helped in order to have a clear knowledge of what the consumer thinks about this concept and also their degree of knowledge about stem cell banking. All the respondents were expecting parents, as the concept was related to upcoming baby and no other samples apart from expecting parents would benefit me as well as the research in drawing the inference. As far as consumer perception is concerned cord blood banking is service oriented where they dont have the touch and feel of the product. Hence, it is the information that they get from Cord Blood Banking companies coupled with information they acquire from the net and doctors which equips them to take decision whether they will bank their upcoming babys cord blood or not. The most important factor which influences consumers perception is Doctors

recommendation if Doctor ask client to go for cord blood banking then they definitely go for it without any further hesitation. Though the acceptance of cord blood storage companies in India is increasing fast but even then many parents have many doubts about the purpose and importance of cord blood storage. Some of these are Is it against traditional values? Whether it is possible to reserve cord blood exclusively for their use or not. Is it too costly affair? Or should they invest so much for cord blood banking? What are options?

Many Indian parents still think that cord blood collection is a painful procedure, but it is a pure myth. Cord blood is collected only after completion of childbirth and it doesnt affect the mother and baby. The blood is collected from the cut off cord that would have been otherwise thrown away. All these myths can be discarded from the minds of the consumer with right kind of awareness among the people because cord blood banking is still in its infancy and people hardly know about this and its implications in saving lives. So company should take up certain steps which elevate the degree of awareness
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among people which in turn will help them to increase their customer base and market share as well. In this scenario Doctors can also play a vital role by intimating expecting parents about recent developments and research about stem cell banking so that it will help parents to take some initiatives to know more about stem cell banking and its utility. Awareness will also help to great extend in flourishing this sector in India. In India the industry put-together has banked about 45,000 Cord Blood units over the last five years. This number is set to increase substantially with increased market reach and awareness; increase in regulatory approvals for stem cells based products and lowered resistance to private banking will together encourage more clients to choose stem cell banking. With more than 80,000 births a day or 26 million births a year, India is poised to be the largest source for umbilical cord blood in the world. It's no surprise then that leading stem cell banking companies are keenly eyeing India. The investments are considerable and mostly run into millions of dollars. Analysts estimate that Indian stem cell banks, which are currently at Rs 100 crore, would generate Rs 2,700 crore in revenues by 2012, accounting for 17 per cent of the world market. Every year out of around 26 million births in India, 6, 00,000 are potential clients, given the pricing of approximately Rs 75,000 per umbilical cord banked for 21 years. In recent times, companies are driving the prices to almost 50 per cent of the initial cost, forcing other companies to match the price. Although the market is still in infant stage many companies are competing with each other making it really tough for the client to go with the best cord blood company, which every cord blood company try to make their clients believe that they are banking with the best cord blood banking company.

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RESEARCH METHODOLOGY
3.1 Primary Objective: To conduct a market research on consumer perception, awareness and
future prospects of stem cell banking.

3.2 Secondary Objective: To know the reason of unawareness among people about stem cell
banking and its benefits.

To know the consumer behavior. ( If they would bank then why and if not
why )

To find out the present market and future prospects of stem cell banking. 3.3 Scope and Significance:
Scope: The study is to understand the degree of awareness among people regarding stem cell banking. The study throws lights on different parameters which make people to opt for this concept of regenerative medication. Here income of people as well as their education plays a very crucial role. The study gives us a picture of the awareness of stem cell banking among people. Significance: With more than 80000 births a day or 26 million births a year, India is poised to be the largest source of umbilical cord blood in the World. It is therefore of no surprise that leading stem cell banking company around the world is eyeing in Indian Market. Analyst estimate that Indian stem cell market is currently at around Rs 100 crore and which would generate a revenue of around Rs 2700 crore by the year 2012 accounting for 17% of the world market.

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3.4 Research methodology and limitations:


3.4.1 Research plan: Preliminary Investigation: The study is based on questionnaire to collect the necessary data, the questionnaire was distributed among expecting parents of various hospitals to gather relevant information. 3.4.2 Research tools: Primary data: The tools used for collection of primary data were questionnaire and personal interview. It was constructed in such a manner that maximum information could be gathered from expecting parents. Secondary data: The secondary data was collected from company records, company profile, official booklets and also discussion with the employees of the organization as well internet and brochures. 3.4.3 Sampling Plans: Sampling Units: The units chosen for study comprises of expecting parents from various hospitals in the city. Sample Size: Sample size of 120 expecting mothers was taken and questionnaires were distributed to each patient inviting their suggestion. Sampling Techniques: The technique adopted for the sampling is mainly identifying the expecting mothers at hospitals to whom the instrument or tools are distributed to collect the necessary information. Here civil hospitals are not taken into account only private hospitals are included. The respondents EDD falling in the month of August were interview. Research Instrument: The research Instrument used for the study was a well-structured questionnaire and personal interview. Contact Method: Communicating with the expecting parents and employees of Cordlife took place frequently. Opportunity was given to interact with expecting parents and employees of Cordlife in order to get their responses informally.

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3.4.4 Survey Environment:


Surveys should be conducted in an interviewer controlled environment such as interviewer office, shopping area, entertainment area such as cinema, even higher accommodation as in case focused group dissociation of simulated test market. Alternatively, they may be conducted in respondent controlled environment such as the respondents residence, office or college. The choice of the environment depends on the convenience of the locations, ease of availability of respondents, the comfort level and the detailed and complexity of data required. In this case the environment was the Hospitals and Private Clinics.

3.4.5 Research Limitations:


Similar to the case of most research conducted, the research conducted for this project had its own limitations. Limited number of patients the survey was done among 120 expecting parents the reason behind this being the unwillingness of patients to take part in the survey. Time was yet another limitation as such a survey cannot be done within such short period of time. Less educated people which make it very difficult to make them understand about the biological implications of stem cell banking. Health of the expecting mothers also created many hardships in conducting research with the expecting mothers. Choosing prospective clients who are deep in pockets as well educated are very hard to determine.

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DATA COLLECTION, ANALYSIS AND INTERPRETATION


Total number of Respondents: 120 Q.1 Have you heard about cord blood banking? YES 40 NO 80

People who have heard about Cord Blood Banking 33% of people have 67% of people didn't heard
about cord blood banking
Yes 33% NO 67%

heard about cord blood banking

Fig 4.1 Analysis: 33% of respondents have heard about cord blood banking. 67% of respondents didnt hear about cord blood banking.

Interpretation: In the fig 4.1 it is revealed that out of the total respondents of 120 people 40 people have heard about cord blood banking and 80 didnt hear about cord blood banking and it is also found that among the people who have heard about cord blood banking majority of people are form Marwari community and people of rest of the community didnt hear about cord blood banking.

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Q 2. Are you aware Cord blood Banking? YES 32 NO 88

Awareness about Cord Blood Banking


27% of people know about cord blood banking.

Yes 27%

73% of people don't know about cord blood banking.

No 73%

Fig 4.2 Analysis: 27% of respondents know about cord blood banking. 73% of respondents dont know about cord blood banking.

Interpretation: According to fig 4.2 73% or 88 people out of 120 respondents does not know about Cord blood banking whereas 27% or 32 people out of 120 know about this regenerative medication as it can be said that having heard about a particular thing or concept does not mean that people have knowledge about that particular thing or concept. From the above fig it is seen that the awareness about cord blood banking is really nominal among the people and it can be removed through advertisement in different media so people can have sufficient information about the concept.

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Q 3. Would you be interested to know about cord blood banking? YES 100 NO 20

Willingness to know about Cord Blood Banking 17% of people are not
willing to know about cord blood banking.
17%

Yes No 83%

83% of people are willing to know about cord blood banking.

Fig 4.3 Analysis: 17% of respondents are not willing to know about cord blood banking. 83% of respondents are willing to know about cord blood banking.

Interpretation: From the fig 4.3 it can be seen that almost all the people are interested to know about the concept of stem cell banking its benefits as well as its utility so that they could take an informed decision about preservation of stem cell banking of their upcoming baby. India people are very emotional and they prefer to give every possible happiness to their child they can and when it comes to their health, parents does who opt for the concept know that stem cell have self-renewal as well as differentiation characteristics which can cure deadly diseases by flushing out dead cells and creating new cells.

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Q 4. Would you consider banking your babys cord blood? YES 40 NO 8 YET TO DECIDE 72

Consumer's perception on Preservation of Stem Cell.


Yes 33% Yet to Decide 60% No 7%

Fig 4.4 Analysis: 60% of the respondents are yet to decide regarding the concept. 33% are ready to go for preservation. 7% are not ready to preserve their babys cord blood.

Interpretation: As per the fig 4.4 is concern 33 people out of 120 respondents are ready to preserve their babys cord blood these people are those who have some knowledge about cord blood banking and already know about its benefits whereas 7 people out of 120 respondents does not want to bank their babys cord blood whereas most of the people are yet to decide whether they would bank their babys cord blood or not as most of the respondents are not aware about this concept and they think that they need to know more about the concept before they take this important decision. Lack of awareness had a great impact on the customer decision regarding preservation of cord blood.

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Q 5. Why so? As it is an open ended question different people came up with different views which I have put in different category which are as follows. Protection for the Family 40 60 4 8 8 Need to know more Its Insurance Not interested No Comment

Not Interested 7% Its Insurance 3%

No Comment 7%

Why So
Protection for the family 33%

Need to know more 50%

Fig 4.5 Analysis: 50% of respondents would take their decision after having a broad knowledge about cord blood banking. 33% of respondents have a positive approach towards cord blood banking as they know the utility of stem cell. Fig 1.5 shows why people are going to preserve their babys cord blood or why people are not interested to preserve their babys cord blood as well as why people are yet to decide to accept this concept, here most of the people wants to have more knowledge about cord blood banking and its benefits in order to have a concrete decision before going to preserve their upcoming babys cord blood.

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Q 6. Any suggestions to popularize this concept (Regenerative medication/ stem cell banking)? Advertisement Articles Seminars Reviews by Doctor 78 12 24 6 Door to Door 12 No Answer 12

No Answer 8% Door to Door 8% Reviews by doctor 4% Seminars 17%

Suggestions for popularizing the concept

Advertisement 54%

Articles 9%

Fig 4.6 Analysis: Most of the respondents that is 54% suggested advertisement as the most promising medium to make the concept popular among the people and 17% of them suggested seminar as another option to do the same. Interpretation: Fig 4.6 Shows different views of people where most of them spoke about large scale advertisement in T.V, Newspaper, Radio as well as article in magazine, Medical journals, according to the people awareness can also be imparted to the people through hoardings, seminar and so on and so forth.

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4.1 Interpretation:
From the data collected it is seen that Stem Cell Banking appears Greek to many people as many of them havent heard about stem cell and its treatment benefits. As this concept of regenerative medication is new it has miles to achieve in order to make it a daily affair. Although many people have heard about bone marrow transplantation which has been conducted from many decades now but cord blood stem cell treatment are very new and will definitely take some time when it will be extensively used and people will come to know about its potential. In order to make people aware of stem cell banking cord blood banking organizations should conduct awareness program which to a great extend will help spread awareness amongst the mass. However, some of the leading Cord Blood Banks are doing but some extensive steps should be taken in this regard. In this regard Doctors can really help to a great extent, they can ask parents to have some knowledge about cord blood banking from stem cell information desk which hospitals can set up so that more and more people will have at least clear picture of what cord blood is and why this is so important. Expecting parents are interested to know about the concept and its utility and their decision regarding preservation of cord blood greatly depends on the degree of knowledge they possess regarding stem cell and its utility. It is also evident from the data that people who had the knowledge of stem cell banking were ready to preserve their upcoming babys cord blood as well as cord tissue as they know that it is a kind of treatment blanket where the whole family is covered.

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FINDINGS, RECOMMENDATION & CONCLUSION


5.1 Findings:

Awareness among people regarding cord blood banking is very nominal. Lack of advertisements in mass media is the core reason for its
unawareness.

People are eager to know more about cord blood banking and its utility. Decision of expecting parents regarding preservation of cord blood
depends on their degree of knowledge about regenerative medication.

It was found that being an expensive process people from low income
group didnt show interest in preservation of their up-coming babys cord blood.

India where 8,000 births takes place daily is a rich source of cord blood
and that is why stem cell banking has a great future in India.

5.1.1 Findings in brief:


It has been found in the research that majority of people are not aware of this regenerative medication and its benefits in treating deadly disease like Cancer, diabetes, cerebral palsy, spinal cord injury, cornea regeneration so on and so forth. The main reason of unawareness according to people is lack of advertisement, seminar, articles, doctors dont clarify their queries which is really a matter of concern for the cord blood banking companies to really look into the matter because more and more people knowing about the concept means more people will opt for the concept. It was interesting to find that those people who had enough knowledge about cord blood banking was ready to bank their upcoming babys cord blood which relate the matter directly to the awareness. Doctors in this regard can also help to a great extend because when Doctors brief expecting parents about cord blood banking this will authenticate the merits of stem cell and obviously who can be the better person to endorse the benefits of stem cell banking than a Doctor.

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It was also revealed from the research that almost all the expecting parents with whom the research was conducted are eager to know more about cord blood banking as their decision of banking their upcoming babys cord blood and umbilical cord solely depends on their knowledge about stem cell banking. Most of the expecting parents came up with a unanimous answer that they are yet to decide whether they would bank their upcoming babys cord blood or not after they have a talk with their Doctors regarding stem cell banking and its need in present scenario and also their in depth knowledge about stem cell banking backed by evidence that stem cell is capable of curing incurable disease which is not possible in conventional way of medication apart from this there were no other issues according to expecting parents which will provoke them to take the decision as it is a life time opportunity and also it will bring the whole family under the treatment blanket. As far as future prospects is concerned stem cell banking has a great future and specifically in India where 80,000 births take place every single day that is the reason why multinational companies related to cord blood banking is eyeing in Indian market. Awareness along with government initiatives will to a great extent make stem cell banking market a lucrative one to look forward.

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PERCENTAGE OF AWARENESS OF STEM CELL BANKING COUNTRY WISE:

Percentage of awareness of cord blood banking country wise


SOUTH AMERICA 21%

PAKISTAN 5%

USA 23% RUSSIA 15%

AUSTRALIA 25%

INDIA 7%

CHINA 4%

Fig 5.1(source: Wikipedia) Analysis: 25% of people in Australia are aware of cord blood banking. 23% of people in USA are aware of regenerative medication. In India this percentage is 7% which is ahead of countries like China.

Fig 5.1 shows that the awareness of cord blood banking among people in Australia is more than rest of the countries. In India the degree of awareness is just 7% which is very nominal in comparison to USA, AUSTRALIA and SOUTH AMERICA. USA is topping the list because of the initiative taken by the government as well, which is also gaining ground in India. This shows how the India government is also serious about cord blood banking in India and it is evident from the government funded research and technology up gradation regarding stem cell transplantation and therapy in various premiere institutes like AIIMS but still a lot is to be done to bring the awareness to the optimum level among the people.

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5.2 Recommendations:
Since the awareness is still in infant stage, a significant step needs to be taken in order to make the concept popular among people, which will also have an impact on customer perspective and future prospects of stem cell banking in India. Recently many celebrities are coming forward in order to make people aware of stem cell banking and its treatment benefits to name some of them are Hrithik Roshan, Priya Dutt (MP), R. Madhavan, Ravina Tandon, Faraha Khan, Lisa Ray, Pooja Bedi, Mandira Bedi, Ajit Agarkar and many more which to a great extend are playing a vital role in popularizing the concept. In India, cord blood banking has become one of the hottest discussed topic in medical and parent fraternity. Though the acceptance of cord blood storage companies in India is increasing fast but even then many parents have many doubts about the purpose and importance of cord blood storage. Some of these are: Is it against traditional values? Whether it is possible to reserve cord blood exclusively for their use or not. Is it too costly affair? Or should they invest so much for cord blood banking? What are options?

Many Indian parents still think that cord blood collection is a painful procedure, but it is pure myth. Cord blood is collected only after completion of childbirth and nothing is done with the child. The blood is collected from the cut off cord that would have been otherwise thrown away. The collected cord blood can then be reserved exclusively for the use by the family by a private cord blood bank. While the cost of the cord blood banking in India has come down over the last few years, many still argue that it is on the higher side but its utility in future treatments and transplant needs justifies this investment. In order to make the concept popular and have a positive impact on the prospective client the following steps could be taken because awareness is the only tool which will make expecting parents think about preserving their upcoming babys cord blood.

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Integration of communication system in the organization through advertisement in print, electronic media so that more of people can be reached with less effort. Conduct Talk Shows on the merits of stem cell banking in Electronic Media e.g., T.V., Radio etc. Seminars can be held in corporate houses so that people working there will know about the benefits of stem cell banking and in the future when they will be expecting parents they may preserve their babys cord blood and cord tissue with Cordlife Sciences India Pvt. Ltd. Articles in Medical Journals as well as magazines to a great extend can work as a catalyst to promote stem cell banking in India. Tie-ups with hospitals can also leverage the awareness among people and that can be done by establishing a space/section on Stem Cell where patients can have the knowledge of stem cell banking on the recommendation of Gynaecologist. Kiosks can be placed in Hospitals so that people can notice and which can create curiosity among people to know more about stem cell banking. Hoardings and posters can also be an important tool to create awareness among people. SMS can be sent to people so that interested people can reply back and in the process potential clients can also be found and awareness can also be imparted. Catalogue can be distributed among expecting parents so that they can read and have a preliminary knowledge about stem cell banking and its benefits. The Company needs to find people or specific groups that can really benefit from its services, for example, families with many generations affected by genetic diseases like Thalassemia, muscular dystrophies and various kinds of Leukemia or peoples

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welfare initiatives and NGOs like the Multiple Sclerosis Society or Cancer Society these can bring the target population closer to the service provided by Cordlife. Regular research and development should be in the process so that the preservation cost can be cut down to such an extent, so that it can be within the reach of common people and will be a routine affair. The above recommendation can elevate the degree of awareness among people which will also have great impact on customer perception regarding the cord blood banking and its utility. If the company executes the above recommendation then it will help for the future prospects of stem cell banking in India.

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5.3 Future prospects of Stem Cell Banking in India:


The recent development in the field of stem cells is fuelling the ever-growing enthusiasm behind the concept of regenerative medicine, which helps replicate worn-out tissues and organs. Dr Chandra Viswanathan, head, regenerative medicine, Reliance Life Sciences, India, has established South Asias first stem cells enriched cord blood repository. She says, Medical advances are always tantalizing in their promise of cure-all magic bullet for better life. The latest magic bullet is cell therapy, which is progressing rapidly as scientists view both therapeutic and cosmetic cell therapy with growing enthusiasm. The real paradigm shift is moving from single target, single drug therapies to multiple targets, multiple drug therapies. Our proprietary-adult mesenchymal precursor cells-are producing multiple factors targeting multiple pathways and we believe that this is responsible for our stunning results. This is very obvious in a cardiac trial setting, where you cannot achieve these results with a single drug. This is the paradigm shift that our cells are capable of producing, says Mr. Graeme Kaufman, executive VP finance and strategy, Mesoblast, a leader in adult stem cell technology from Australia. Although stem cells have been surrounded by controversy and hype, the area has been thoroughly supported by physicians, scientists and patients who have no other available treatment for this condition. Perhaps stem cell is the answer to diseases like Parkinsons, leukemia, diabetesbased ulcers and neurodegenerative diseases among others. The regenerative medicine initiative of Reliance Life Sciences focuses on developing a range of stem cell therapies and tissue engineered products and is unique in its architecture. Reliance Life Sciences has completed clinical trials after regulatory approvals, using mesenchymal stem cells derived from the patients own bone marrow for myocardial infarction. Reliance Life Sciences is carrying out clinical trials for application of stem cell-based therapies for stable vitiligo, non-healing

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diabetic ulcers, Parkinsons disease spinal cord injury and autologous stem cell conjuctival graft, says Mr. K. V. Subramaniam, President and CEO, Reliance Life Sciences. Speaking about how disease treatment in the future will involve stem cells, Dr Vishwanathan says, Just as discovery of penicillin was the inflection point in the fight against infectious diseases, application of stem cell-based therapies will be the turning point in the treatment of hitherto inadequately treated or incurable diseases of the 20th century Predicting a phenomenal growth with respect to the uses and applications of stem cells, Mr. Kaufman says, Exponential growth is anticipated over the next few years as stem cell therapies are adopted for widespread use by clinicians across the world. Sharing his thoughts, Mr. K. V. Subramaniam adds, The stem cell therapy is an emerging area. As the regulatory pathway becomes more defined, stem cell therapy domain is expected to register significant growth in the coming years. The feasibility and safety of stem cell use has been reasonably established, Dr Viswanathan says that the superior efficacy of stem cell therapy is yet to be proven. This transition from research into dependable, reproducible and efficacious products involves extensive process validation, robust quality systems and a strong package of in vitro and pre-clinical data and clear understanding of science among other factors. The challenge is to deliver a new generation of cost effective and efficacious solutions. The travel from the bench-to-bedside takes a lot of time, money, patience and close collaboration. And most importantly high birth rate and lack of any stringent government regulations are the factors favoring the development of cord blood banking in India, with approximately 80000 births daily, resulting in discarding of 80,000 umbilical cords a day the storage of stem cell rich blood derived from these umbilical cords can prove to be the best possible insurance against life

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threatening diseases. New private cord blood banks are established all over India in an attempt to use their knowledge, research and storage facility to benefit the India population. What seemed like a dream few years back is now becoming a reality. The use umbilical stem cells for therapeutic purposes can ensure lower treatment costs and longer lives. India is poised to be the largest source for umbilical cord blood in the world. Its no surprise that leading stem cell banking companies are keenly eyeing India. Analyst estimate that Indian stem cell market, which are currently at Rs 100 crore, would generate Rs 2700 crore in revenues by 2012, accounting 17% of the world market, as of now there are more than six players in this five year old market. Most of these cord blood banking companies are having an overseas parent company which is responsible for initial investment. Over the last few years, India has witnessed a tremendous growth in the stem cell business. Apart from many foreign companies, the industry has witnessed the mushrooming of small domestic players. According to industry estimates, the domestic market size is Rs100 crore now and growing at an annual pace of 3040%. Every year out of around 26 million births in India, 6, 00,000 are potential clients, given the pricing of approximately Rs 75,000 per umbilical cord banked for 21 years. In recent times, companies are driving the prices to almost 50 per cent of the initial cost, forcing other companies to match the price.

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5.4 Conclusion:
Despite Medical expertise Indias global share in cord blood based surgical treatment is a just 0.25 % (20 out of 8000 cord blood transplants). Major breakthrough in stem cell research promising low cost treatment is attracting foreign players in India. There is enormous potential for further growth in the cord blood banking sector as it is in its growth stage. However there is a need to devise specific measures for making the concept aware among the people, right awareness among people will make this concept a day to day affair. Since stem cell banking is a people driven business, the concept need to be understood by the people. Non availability of trained man power is also there since the industry is very nascent. The technology requires huge funds, furthermore, if some other cheap sources of stem cell are discovered then it will hit the industry in a bad way as there will be new technology, as renovation requires huge investment of money and labour. Since the awareness is very nominal so concrete steps in this regard will help people to know more about cord blood banking and this will increase the rate of people enrolling for preserving cord blood day by day. Cordlife Sciences India Pvt. Ltd being a leader in Stem cell banking should take up every possible step to make people learn more about stem cell banking also known as biological insurance and a priceless gift for their upcoming baby and also for their family. Awareness in this regard will help parents to take active part in the medical science revolution which is contributing to humanity in the form of saving lives from the clutches of deadly diseases like cancer, thalassemia, heart disease, diabetes, spinal cord injury, cornea regeneration, cerebral palsy, anameia, Parkinson to name a few.

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BIBLIOGRAPHY, REFFERED BOOKS

ARTICLES

REVIEWED

&

WEBSITE

Introduction to stem cells & stem cell research by Meagan Mcdonnel. Stem cell hand book by Stewart sell. Stem cells (The national Academics). Philip Kotler (2009), Principles of Marketing, 13th Edition, Pearson. Christopher Lovelock, Jochen Ritz, Jayanta Chatterjee (2007), Service Marketing, Sixth Edition, Pearson.

ARTICLES REFERRED FROM


India today. The Hindu. The Times of India. Readers digest. Telegraph. Royal College of Obstetricians and Gynaecologist.

WEBSITES
http://www.cordlifeindia.com/Learning_Center/About_Cord_Blood.php http://www.google.co.in/ http://biospectrumindia.ciol.com/ http://stemcells.nih.gov/info/basics/ http://en.wikipedia.org/wiki/Stem_cell

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ANNEXURE
Feedback Form: 1. Have you heard about cord blood banking? Yes No

2. Do you know about cord blood banking? Yes No

3. Are you interested to know about cord blood banking? Yes No

4. Would you consider banking your babys cord blood? Yes 5. Why so? No yet to decide

6. Any suggestions to popularize this concept(Regenerative Medicine/stem cell banking)

Thank you for your precious time

Signature

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