Cleverin, Top Made-in-Japan Airborne Disinfectant Brand by Taiko Pharmaceutical,

Accelerating Its Business Expansion in Mexico through Acquisition of Its Mexican Distributor

Taiko Pharmaceutical Co., Ltd. (hereinafter Taiko), based in Osaka, Japan, has announced that it fully acquired Mexican distributor Torishi S.A. de C.V. in November 2021 in order to expand the infection control business. Taiko has worked with the excellent team of Torishi since the launch of “Cleverin” in Mexico in 2020. Taiko makes concerted and united efforts to accelerate its business with Cleverin, a top made-in-Japan airborne disinfectant brand (*) for removing viruses/bacteria, and deodorization via the power of chlorine dioxide (ClO2) gas.

With an ambition to become a top global brand for airborne disinfectant, Taiko has reinforced overseas business of Cleverin. Cleverin is now popular not only in Mexico, but also in Mainland China, Taiwan, Hong Kong, Malaysia, Singapore, Russia, and Kazakhstan, and soon to launch in Europe and the Middle East.

According to Masataka Yui, the New CEO of the Cleverin business in Mexico, Taiko intends to invest heavily in distribution and branding to foster an unprecedented concept of "airborne disinfection" in Mexico. “We have surely increased our presence in the market with Cleverin as a pioneer to lead the better public health. We saw a huge potential in the Mexican market and felt the strong needs for airborne disinfectants. Starting from 2022, the plan is to invest over 100 million Mexican pesos in the next few years to come for marketing. Currently, Cleverin is available online at Amazon, Walmart, Mercado Libre, Justo and its own website, but we plan to start penetrating nationwide retailers including supermarkets, pharmacies and drugstores.”

Furthermore, Taiko positions Mexico as a core market to expand its business in other Latin American markets. “Our vision is to make Mexico a strategic hub to reach other countries, including Brazil, Colombia, Chile, Panama, and Guatemala. Finding the right local partners is the key, and we would accelerate this as well,” says Yui.

(*) Based on SRI+ (Nationwide Retail Store Panel Survey) by INTAGE Inc.: Sales proportion in Japan (from January to December in 2020) of Cleverin to that of viruses removal-related products (including Cleverin) among the category of air-refreshers and deodorants.