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Marketing winning human and animal health products worldwide

If you are a licensor, Cetalus…

  • Markets Your Winning Products Worldwide
  • Secures Agreements
  • Ensures a Successful Launch
Letter from President and CEO
Out-licensing opportunities

If you are like many pharmaceutical and functional food executives I speak with…

…then expanding distribution of your products across the globe is a highly desirable goal. Yet it is also an onerous task – time-consuming, complex, and fraught with pitfalls.

At CETALUS, an international consulting firm, our focus is helping companies such as yours, with winning human and animal health products market them and secure licensees and distributors amongst 2,000 leading companies in 50 countries where they are not currently sold. Companies that are decisive with new product additions.

We help you secure agreements and shepherd the process to successful commercialization with world-class project management.

In 2017, our efforts on behalf of one client unseated the #1 brand in the Anti-Alzheimer segment. Our prior experiences include attaining a #1 ranking for a functional food. And increasing an animal health business by 5X.

The Head of Business Development for a leading international pharmaceutical company wrote, “Cetalus played a pivotal role in the success of our project. I doubt the deal would have been signed without your assistance.”

Our triple-pronged approach for product licensing combines global strategic thinking and hands-on business development with world-class project management – a proven formula for opening new markets for pharmaceutical and functional food products with potential.

If you have such a winning product, please call me at +1 786-899-5100 x101 or email me at – for a no-cost, no-obligation conference call to explore your product’s potential for licensing and expanding into new markets – and by doing so, dramatically improving your market share, sales, and profitability.


Ajay Srinivas, President and CEO
Cetalus LLC

Ajay Srinivas
President and CEO, Cetalus LLC

If you are a licensee, Cetalus…

  • Offers You Winning Products
  • Registrable Dossiers and Sites
  • World-Class Support
Letter from President and CEO
In-licensing opportunities

As a leading company in life sciences, you may be considering filling a strategic product gap through in-licensing or acquisition. CETALUS is an international consulting firm offering an array of in-licensing opportunities that may be a good fit for you.

Using our proprietary screening process, we identify extraordinary human and animal health products from innovative companies and pair them with effective marketers like you. We help you secure agreements and shepherd the process to successful commercialization with world-class project management.

In 2017, our efforts on behalf of one client unseated the #1 brand in the Anti-Alzheimer segment. Our prior experiences include attaining a #1 ranking for a functional food. And increasing an animal health business by 5X.

The Head of Business Development for a leading international pharmaceutical company wrote: “Cetalus played a pivotal role in the success of our project. I doubt the deal would have been signed without your assistance.”

We hope you will keep Cetalus in mind the next time you are considering in-licensing. Meanwhile, I invite you to read more at, and I thank you in advance for devoting time to this letter.


Ajay Srinivas, President and CEO
Cetalus LLC

Ajay Srinivas
President and CEO, Cetalus LLC

About Cetalus
Helping to bring pharmaceuticals and functional foods that change life to the world.

There are companies (licensors) around the world developing breakthrough human and animal health products that are available and successful in their country of origin.

These winning pharmaceuticals and functional foods are potential global bestsellers if licensed to leading companies (licensees) in different geographic areas with credibility and a proven record of marketing to physicians and consumers.

Cetalus is the link that connects licensors and licensees and transforms domestic winners into global successes.

Cetalus LLC was founded in 2005 by Ajay Srinivas, with the vision of globalizing life-changing health products to bring transformational market-share, sales and profitability to both licensors—small and medium developers and manufacturers—and 2000 top licensees in 50 countries worldwide.

Doing what it takes to transform your business.

Cetalus’ proven formula is to identify exceptional products using our proprietary screening process, market them with top companies who have expertise in new product introductions, secure Agreements, and shepherd the process to successful commercialization.

“We accept projects only where we believe we can make value-added contributions towards achieving transformational benefits for our clients. We do not accept all projects.” —Ajay Srinivas

From pre-launch through post-launch, Cetalus guides a project through every phase, overcoming challenges and bringing products to market with speed and efficiency.

“We have never worked with such an organized company, focused on results and fulfilling deadlines, with great enthusiasm and abilities to overcome culture barriers.” —Head of Supply Chain for Leading Pharmaceutical Company in Brazil.

Learn more about our 3 steps to marketing success for pharmaceutical and functional food companies: Global Strategy, Business Development and Project Management. Or Contact Cetalus.

Learn more about in-licensing opportunities in human pharmaceuticals, functional foods and animal health products now available through Cetalus.

A Fortuitous Dinner Meeting
Tokyo, April 2005. Ajay Srinivas,
then CEO of a US health business, meets up with two industry colleagues for sushi. One owns a therapeutic product that was not living up to its global potential. The other’s company has a proven global marketing record. Perfect! With Ajay’s help, the two firms strike up a licensing and acquisition deal that becomes a huge commercial success. Cetalus is born.


Global Strategy
Three Steps to Global Marketing Success

A Winning Global Strategy

Many excellent pharmaceutical companies develop groundbreaking products, but lack the marketing know-how and international connections to market them globally.

Cetalus excels in meeting those needs. We become your instant marketing arm, presenting your winning products to our database of 2000 licensees in 50 countries worldwide.

You thus profit from our global strategic planning. Since we are very selective in the quality and marketability of the products we take on, our carefully developed product screening process and marketing campaigns enjoy an exceptional rate of success, delivering transformational benefits to our clients.

Real Case Snapshot: Proven Gap & Targeting Analysis enabled a major pharma company to attain global leadership in a business segment where previously they had only a small regional presence.

Business Development
Hands-On Business Development

We use advanced marketing techniques that optimize reach and frequency so that your product gets appropriate exposure. We follow up with multiple contacts at decision-making levels to ensure the right people are aware of the product’s winning therapeutic value and market demand.

Once interest is established, our depth of experience comes into play in negotiating and executing sustainable Agreements.

Real Case Snapshot: Cetalus enabled a leading international client to out-license their functional food product to the top company in the direct marketing segment, achieving a #1 continental ranking.

“Cetalus’ dedication to seeing the project through to its completion, and the way in which you pursued it with energy and drive, played a pivotal role in the success of the project.”

– International Human
Pharmaceuticals Company

Project Management
World-Class Project Management

What sets Cetalus apart: more than introducing your products to a global audience and securing an Agreement, we see each account acquisition, each transaction through to its fruition.

After Agreements are executed, Cetalus guides every phase of the launching process, implementing marketing strategies and providing post-launch support and follow-through.

All this is facilitated by Cetalus’ unique ability to build a strong partnership of transparency and communication between licensor and licensee, fostering a long and mutually advantageous relationship. That way, obstacles or issues incurred that might normally derail an Agreement are resolved on the foundation of trust that has been developed.

Real Case Snapshot: In a complex, politically charged global project spanning several years, involving multiple parties and manufacturers, Cetalus’ untiring perseverance and stamina led to a successful outcome.

Market your winning products to 2000 top companies in 50 countries worldwide.
Contact Cetalus today
Human Pharmaceuticals
Human Pharmaceuticals –
Experience, Results

  • Out-licensed Cardiovascular generic to leap frog innovator product
  • Successful launch – Anti-Alzheimer’s
  • Unique market-based pricing strategy
  • Out-licensing Anti-Diabetic drug for market-share leadership
  • Turn-around of loss making Human Pharmaceuticals business
  • Industry-first segmentation, portfolio prioritization, promotion
  • Re-positioning of cough, colds product to achieve leadership
  • Re-launch anti-inflammatories for successful commercialization
  • Addition of user group to reverse sales decline of colds medication

Would you like more information on how Cetalus could market your winning products to 2000 top companies in 50 countries? Or secure for you winning products? (Clicks to CONTACT CETALUS)

cetalus human pharmaceutical images

Functional Foods
Functional Foods –
Experience, Results

  • Re-engineering of US Nutraceuticals business
  • Re-positioning that achieved Number 1 rank in continent
  • New market entry in the European Union
  • Industry-first evidence based promotion for specialty nutraceutical in Europe
  • Pilot of proprietary cosmeceutical at world’s most famous luxury store in Europe
  • Available for licensing – functional foods with potential applications:
    • Anti-diabetes, Anti-anxiety
    • Anti-osteoporosis
    • GI health
    • Heart health
    • Immune modulation
    • Oncology
    • Skin impedance
    • Sleep support

Would you like more information on how Cetalus could market your winning products to 2000 top companies in 50 countries? Or secure for you winning products? (Clicks to CONTACT CETALUS)

functional food image

Animal Health
Animal Health –
Experience, Results

  • Number 1 global rank with strategic acquisition for feed business
  • Enhanced valuation of global business with competitive registrations
  • Available for licensing – Quality of Life Support for companion animals undergoing chemotherapy and radiation
  • Available for licensing – Proprietary and commercially successful non-antibiotic anti-diarrheal for dairy and beef calves
  • Pipeline – unique, non-antibiotic, in feed product for performance enhancement

Would you like more information on marketing your winning product or securing winning product additions to your line? (Click to Contact CETALUS)


Cetalus World
2000 top companies in 50 countries

US, Canada, Argentina, Bolivia, Brazil, Chile, Colombia, Costa Rica. Dominican Republic, Ecuador, El Salvador, Guatemala, Honduras, Mexico, Nicaragua, Panama, Paraguay, Peru, Uruguay, Venezuela

Australia, China (Mainland, Hong Kong), India, Indonesia, Japan, Malaysia, New Zealand, Philippines, Singapore, South Korea, Taiwan, Thailand, Vietnam

Belgium, Denmark, Finland, France, Germany, Ireland, Italy, Netherlands, Norway, Russia, S. Africa, Spain, Sweden, Switzerland, UK, Ukraine, Uzbekisthan

Would you like more information on how Cetalus could market your winning products to 2000 top companies in 50 countries? Or secure for you winning products?

New Market Entry
Cetalus helps excellent companies that seek to enter new markets

Cetalus helps excellent companies that seek to enter new markets, such as India.

We help guide the process with development of a position paper that details:

  • Environment overview and outlook – political, demographic, economic and regulatory
  • Industry Structure – market, key product segments, key success requirements
  • Entry Strategy recommendations – stand-alone, joint venture or licensing, incorporation, regulatory, product line/ pricing/ packaging, sourcing – formulate locally versus import.

In addition, Cetalus would help with specific aspects of market entry, including

Company Incorporation, Equity collaborators for joint-venture, Organization development, Registrations, etc.
Would you like to know more details?


India Sourcing
Cetalus could provide assistance in connecting with major Indian companies

If you are seeking to source product from reliable and quality suppliers from India, Cetalus could provide assistance in connecting with major Indian companies:

  • Manufacturing sites approved by leading regulatory agencies including US, EU
  • Registration dossiers in CTD format
  • API with DMFs

Cetalus would provide hands-on business development and project management support, in:

  • Identification of appropriate suppliers
  • Negotiations on dossier fees, transfer prices, volumes, payment terms
  • Execution of Supply Agreements
  • Establishment of Supply Chain
  • Registration, Commercialization – Project Implementation

Would you like to know more details?




What Licensors and Licensees Saying About Cetalus

“Project is a success and you made this to be possible.”
(Project manager, leading South American pharmaceutical company that Cetalus enabled achieve number 1 market share in a Anti-Alzheimer’s market segment.)

“Working with Cetalus is not only a pleasure but also a learning experience … inspires professionalism and perseverance … generating alternatives to difficult problems … keeping the focus throughout the entire process.”
(Head of Business and Product Development, Human Pharmaceuticals, South America)

“I am not sure that I have ever worked with a consultancy that is so good at focused listening and at finding common ground in order to elicit co-operation from both parties to an agreement.”
(Business Development Manager, Human Pharmaceuticals, North America)

“Congratulations …. your strenuous efforts made it possible. All of us learned a lot from you this year.”
(Vice-President, Functional Foods, Asia)

“Cetalus has the ability to reduce complex issues and express them in simple, actionable terms.” (R&D Manager, Animal Health, Global)

“Thank you very much for your efforts to successfully conclude this important agreement. You are, apart your professional skills, a very kind person. I hope we can join efforts in future projects.”
(Head of Business Development, Human Pharmaceuticals, South America)

“We were impressed by the integrity and competence shown by Cetalus during our deal.”
(CEO, Human Pharmaceuticals, Asia)

“….his intellect, ability to analyze and resolve situations calmly and rationally have always impressed and inspired me.” 
(Head of Innovations, Functional Foods, North America)

“Impressive grasp of technical issues; inspired credibility right from the start by providing pros and cons.”
(R&D Group Leader, Animal Health, Global)

“Your dedication to seeing the project through to its completion, and the way in which you pursued the project with energy and drive played a pivotal role in the success of this project.  I have my doubts that this deal would have been signed without your assistance.”
(Business Development, Human Pharmaceuticals, International)

“Cetalus gets 10/10, outstandingly professional.”
(Head of Business Development, Human Pharmaceuticals, South America)

“…very impressed with Cetalus…contract could not happened without them…has drive to put people together…get resolution…look forward to future licensing opportunities…we can work well together…”
(Head of Business Development, Human Pharmaceuticals, Americas)

“The success of this transaction is completely attributed to you. I really appreciate it, thank you.”
(CEO, Functional Foods, Asia)

“…very clear and professional in our negotiation process….”
Business Development, Human Pharmaceuticals, South America

“I have learned a lot working with you.”
(R&D Head, Functional Foods, Americas)

“…through the intervention of Cetalus…untiring in the negotiation process…influencing on most of the relevant aspects, Agreement, regulatory harmonization, marketing and post-Agreement steps…”
(CEO, Human Pharmaceuticals, Brazil)

“…we could complete this deal successfully only because of your sincere efforts and commitment…”
(Head of Legal, Acquiring Company, Human Pharmaceuticals, Asia)

“…driven to succeed…” “…very bright…really impressed…”
(Functional Foods, North America)

“…I continue to be impressed by the professionalism and exemplary level of service provided by Cetalus. I appreciate the dedication and efficiency which they continue to demonstrate…”
(Head of Business Development, Human Pharmaceuticals, North America)

“…great pleasure to collaborate with Cetalus…on the matter of science…”
(Key opinion leader, Functional Foods, Asia)

“I am tremendously impressed with your professionalism and the vigor you bring to business opportunities.”
(CEO, Human Pharmaceuticals, Asia)

“…you are our biggest support…”
(Supply Chain, Functional Foods, Americas)

“…extremely good and excellent human being and professional…”
(Head of Legal, Functional Foods, International)

“…Cetalus has set a benchmark by which we will measure future licensing projects…”
(Head of Projects, Human Pharmaceuticals, Asia)

“Cetalus recommended walking away from the deal on deal-breaker items – most unusual as it could have resulted in losing its fees.”
(CEO, Human Pharmaceuticals, International)

“We have never worked with such an organized company, focused on results and fulfilling deadlines, with great enthusiasm and abilities to overcome culture barriers.”
(Head of Supply Chain, Human Pharmaceuticals, Americas)

testimonial right side image

Contact Cetalus
Contact Cetalus
Phone : +1 786 899 5100
Email :

Please contact us today if you would you like more information on how Cetalus could market your winning products to 2000 top companies in 50 countries. Or secure for you winning products.


Cetalus LLC
5201 Blue Lagoon Drive, Suite 800,
Miami, FL 33126, USA.

Phone : +1 786 899 5100
Fax : +1 786 899 5210
Email :

Cetalus North America
Phone : +1 786 899 5100 (x106)
Email :

Cetalus Central and South America (CASAM)
Phone : +55 11 3197 2487
Email :

Cetalus Europe, Africa
Phone :  +44 20 3880 6085
Email :

Cetalus Asia
Phone : + 81 3 4589 4942
Email :

Privacy Policy
Privacy Policy
Policy Last Modified: June 9, 2016


Cetalus is committed to protecting your privacy. This Privacy Policy (“Privacy Policy” or “Policy”) explains how we collect, use, share and protect your personal information. In particular, this policy describes the types of information that we may collect from you or that you may provide when you visit the website (the “Website”) and our practices for collecting, using, maintaining, protecting and disclosing that information.

The Website is owned by CETALUS LLC, a company organized under the laws of the state of Florida and having an address at 5201 Blue Lagoon Drive, Suite 800, MIAMI, FL 33126 (“Company”).

This policy applies to:

  • Information we collect on this Website;
  • Information we collect in e-mail, text and other electronic messages between you and this Website;
  • Information we collect through mobile and desktop applications you might download from the Website or otherwise, which provide dedicated non-browser- based interaction between you and this Website; and

It does not apply to:

  • ­Information collected by us offline or through any other means, including on any other website operated by Company or any third party; or
  • Information collected by any third party, including through any application or content that may link to or be accessible from the Website.

Please read this policy carefully to understand our policies and practices regarding your information and how we will treat it. If you do not agree with our policies and practices, your choice is not to use our Website. By accessing or using this Website, you agree to this privacy policy. This policy may change from time to time (see “Changes to our Privacy Policy”). Your continued use of this Website after we make changes is deemed to be acceptance of those changes, so please check the policy periodically for updates.

Purposes of the Collected Data

The data collected during the registration is collected and processed to perform activities and provide services offered through the Website:

  • ­Data is collected primarily for communicating with you regarding your browsing activities, contact information that you provide to us and any service you might purchase from us through the Website.
  • Data is collected primarily to enable Cetalus LLC to provide you with the services you request on the Website.
  • We may also collect your data in order to provide you a personalized and user-friendly experience on the Website.
  • When consent is granted through a contact form, data is collected and might also be used in order for Cetalus LLC to notify you of any possible offer, special event, promotion.
  • Data may be collected to enable Cetalus LLC to send you newsletter e-mails.
  • Data collected may be used for other lawful purposes, in compliance with the laws of the United States.

Information We Might Collect About You and How We Collect It

Overview: We collect several types of information from and about users of our Website, including:

  • ­Information by which you may be personally identified, such as name, postal address, e-mail address, and telephone number (“personal information”);
  • ­Information about your visited webpages and products;
  • Information about any requests or transactions you submit to or conduct with us through this Website; and/or
  • Information that is about you but does not individually identify you, such as your location data, and about your internet connection, the equipment and browser you use to access this Website and usage details, which may include IP addresses, browsing actions and patterns, the referring page that linked you to us and the website you visit after this Website and other information collected through cookies and other automatic data collection technologies (collectively, “website usage information“).

In the event any information we collect from or about you is combined with personal information, we will treat such combined information as personal information. We collect this information:

We collect this information:

  • ­Directly from you when you provide it to us or to third parties who are acting on our behalf or providing services for us in connection with the operations of this Website.
  • Automatically as you navigate through this Website.

Information You Provide to Us

The information we collect on or through our Website may include:

  • ­Information that you provide by filling in forms on our Website. This includes information provided at the time of requesting further services.
  • Records and copies of your correspondence (including e-mail addresses), if you contact us.
  • Details of transactions you carry out through our Website and of the fulfillment of your orders. You may be required to provide financial information before placing an order through our Website.
  • Your search queries on the Website.

Information We Collect Through Automatic Data Collection Technologies

As you navigate through and interact with our Website, we or our service providers may use automatic data collection technologies to collect certain information about your equipment, browsing actions and patterns, including:

  • ­Details of your visits to our Website, including traffic data, location data, logs and other communication data and the resources that you access and use on the Website.
  • Information about your computer and internet connection, including your IP address, operating system and browser type.

The information we collect automatically is typically statistical data, which does not individually identify you. It helps us to improve our Website and to deliver a better and more personalized service, including by enabling us to:

  • Estimate our audience size and usage patterns.
  • Store information about your preferences, allowing us to customize our Website according to your individual interests.
  • Speed up your searches.
  • Recognize you when you return to our Website.

The technologies we use for this automatic data collection may include some, or all of the following:

Cookies (or browser cookies). A cookie is a small file placed on the hard drive of your computer. You may refuse to accept browser cookies by activating the appropriate setting on your browser. However, if you select this setting you may be unable to access certain parts of our Website. Unless you have adjusted your browser setting so that it will refuse cookies, our system will issue cookies when you direct your browser to our Website.

Flash Cookies. Certain features of our Website may use local stored objects (or Flash cookies) to collect and store information about your preferences and navigation to, from and on our Website. Flash cookies are not managed by the same browser settings as are used for browser cookies. For information about managing your privacy and security settings for Flash cookies, see “Choices about How We Use and Disclose Your Information.”

Web Beacons. Pages of our Website may contain small electronic files known as web beacons (also referred to as clear gifs, pixel tags and single-pixel gifs) that permit the Company, for example, to count users who have visited those pages and for other related website statistics (for example, recording the popularity of certain website content and verifying system and server integrity).

We do not collect personal Information automatically, but we may tie this information to personal information about you that we collect from other sources or you provide to us.

Place Where Certain Data is Stored

The information collected during the registration to the Website is stored at the Cetalus LLC offices and it is accessible only by Cetalus LLC authorized employees and/or authorized employees of a Cetalus LLC affiliated company and/or by individuals or entities authorized by Cetalus LLC, and/or by any individual that may be involved in the processing relating to the activities that may be performed on the Website.

How We Use Your Information

We use information that we collect about you or that you provide to us, including any personal information:

  • To operate, improve and present this Website and its contents to you;
  • To provide you with information, products or services that you request from us;
  • To fulfill any other purpose for which you provide it;
  • To carry out our obligations and enforce our rights arising from any agreements entered into between you and us, including for billing and collection;
  • To notify you about changes to this Website or any products or services we offer or provide though it;
  • In any other way we may describe when you provide the information; and
  • For any other purpose with your consent.

Disclosure of Your Information

We may disclose aggregated information about our users, and information that does not identify any individual, without restriction.

We may disclose personal information that we collect or you provide as described in this privacy policy:

  • To third parties we use to support our business and who are bound by contractual obligations to keep personal information confidential and use it only for the purposes for which we disclose it to them;
  • ­To our subsidiaries and affiliates;
  • To a buyer or other successor in the event of a merger, divestiture, restructuring, reorganization, dissolution or other sale or transfer of some or all of the Company’s assets, whether as a going concern or as part of bankruptcy, liquidation or similar proceeding, in which personal information held by the Company about this Website users is among the assets transferred;
  • For any other purpose disclosed by us when you provide the information; and
  • With your consent.

We may also disclose your personal information:

  • To comply with a court order, law or legal process, including to respond to any government or regulatory request;
  • If we believe disclosure is necessary or appropriate to protect the rights, property, or safety of the Company, our customers or others.

Data Security

We use reasonable security measures to protect your information collected through this Website. However, no method of transmission or electronic storage is 100% effective, and we cannot guarantee absolute security. We are not responsible for the circumvention of any privacy settings or security measures contained on or concerning this Website. You are also responsible for taking reasonable steps to protect your personal information against unauthorized disclosure or misuse.

In the unlikely event that we believe that the security of your personal information in our possession or control may have been compromised, we may seek to notify you of that development. If a notification is appropriate, we would endeavor to do so as promptly as possible under the circumstances, and, if we have your email address, we may notify you by email. You consent to our use of email as a means of such notification. If you prefer for us to use another method to notify you in this situation, please email us at with the alternative contact information you wish to be used.

Children Under the Age of 13

Our Website is not intended for children under 13 years of age. We do not knowingly collect personal information from children under 13. If you are under 13, do not use this Website or provide any information on this Website or on or through any of its features. If we learn we have collected or received personal information from a child under 13 without verification of parental consent, we will delete that information. If you believe we might have any information from or about a child under the age of 13, please contact us at

Changes to Our Privacy Policy

It is our policy to post any changes we make to our privacy policy on this page. If we make material changes to how we treat our users’ personal information, we will notify you through a notice on the home page of this Website. The date this privacy policy was last revised is identified at the top of the page. You are responsible for periodically visiting this Website and this privacy policy to check for any changes.

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