Dr. Reddy’s Laboratories (NYSE:RDY) announced Wednesday the first-to-market launch of its over-the-counter (OTC) Olopatadine Hydrochloride Ophthalmic Solution, 0.7%, providing a lower-cost generic equivalent to Alcon’s Extra Strength Pataday® Once-Daily Relief.
The launch marks a significant expansion of the Hyderabad-based pharmaceutical giant’s eye-care portfolio.
While Dr. Reddy’s already markets the 0.1% and 0.2% strengths of olopatadine, the 0.7% solution is the highest concentration available over the counter, offering a full 24 hours of relief from itchy eyes caused by pollen, ragweed, and pet dander.
The approval from the U.S. Food and Drug Administration (FDA) allows the company to supply the product as a "store-brand" equivalent to major U.S. retailers, a key pillar of its North American growth strategy.
The stakes for the launch are high. According to NielsenIQ (NIQ) data, the Pataday® brand generated approximately $69.9 million in U.S. sales during the 52-week period ending December 27, 2025.
By being the first to market with a generic version of the "Extra Strength" formulation, Dr. Reddy’s is positioned to capture a significant portion of that market share as cost-conscious consumers and retailers pivot away from the brand-name original.
The product, which will be sold in 2.5 mL bottles, comes at a time of "renewed momentum" in the global allergy market.
Following a flat 2024, the category grew by 3% in 2025 as a return to outdoor activities and shifting climate patterns increased the prevalence of allergic conjunctivitis.