For sales index that’s perpetually skewed towards cough syrups-often misused as a cheap substitute to alcohol-and pain killers, it’s poetic justice that the focus has come back sharply to where it all hurts the most-the liver. And that too the natural way.

For the first time, and ayurvedic drug, Liv.52, has become the top selling drug in the country in value terms. Himalaya Healthcare’s flagship liver tonic has registered the highest sales by value toppling traditional chemical based best-sellers of domestic and global Pharma majors, according to figures available for July 2007.

According to research firm ORG’IMS’ sales figures for July, Liv.52 toppled traditional market leaders such as Pfizer’s Corex, Nicholas Piramal’s Phensedyl and last month’s best seller Novartis’ pain killer drug Voveran to emerge as the topper.

Ayurveda-based drugs are usually nowhere in the top Pharma index and Liv.52 is the lone representation in the country’s top 30 dugs.

Himalaya attributes the rise in sales to the aggressive promotion initiative is has taken in the last couple of years. Himalaya’s COO(Pharmaceuticals) Philipe Haydon told ET, “It is unheard of for an ayurveda drug to become the largest selling drug. We have been focusing on providing scientific datas of the product to doctors, which has helped Liv.52 leapfrog from 13 th position a year-and-a-half ago to the spot.”

Currently, Liv.52 contributes about 30% of the company’s total Pharma annual sales of around Rs 255 crore.

In July, Liv.52 sales grew by 40%. Sales of Corex and Phensedyl, which have been affected by supply shortage of codeine continue to drop by .6% and 33.7% respectively. Last month’s market leader Voveran increased by 3.6%.