The market potential/size for Osteoarthritis globally is huge, over 1 in 5 people in India above the age of 55 suffer from Osteoarthritis. AVN Ayurveda, with it's limited doctor reach, was still able to sell over 4,000,000 capsules exclusively to AYUSH doctors in year 2 after launch. Pharmaceutical companies with greater doctor reach will have guaranteed sales due to the efficacy of the product, prevalence of indication & lack of effective alternative solutions.