The journey of Amaterasu Lifesciences exemplifies the power of innovation and purpose-driven entrepreneurship in addressing critical healthcare challenges. Founded by Maharukh T. Rustomjee, a visionary scientist and entrepreneur, the company is deeply committed to developing solutions for unmet patient needs. This dedication is most evident in its flagship brand, Soreze, which has revolutionized skin care for elderly patients, particularly in managing and preventing bedsores.

The Genesis of Amaterasu Lifesciences

Amaterasu Lifesciences was established with the mission of addressing critical gaps in patient care through cutting-edge research and innovative solutions. Maharukh, the founder and chief scientist, envisioned a company that not only met but exceeded the expectations of patients and caregivers. Her focus on developing products for under-addressed healthcare challenges has been the cornerstone of the company’s growth and success.

The inception of the Soreze range began in 2017, with a focus on creating a silicone-based anti-friction barrier technology. This technology was meticulously designed to protect the skin against friction and moisture, two primary contributors to the development of bedsores. By 2020, the company had commercialized its first product, Soreze Gel, for bedsore prevention. Recognizing the need for more comprehensive solutions, the product line expanded in subsequent years to include:

• Soreze Adult Diaper Rash Gel (2021): Specifically formulated to treat and prevent incontinence-associated dermatitis (IAD) and diaper rashes.
• Soreze Spray (2022): Developed in response to demand from ICU nurses for a convenient and effective solution for bedsore and IAD prevention.
• Soreze Advance Gel (2023): A unique silicone-based gel dressing designed for the treatment of bedsores and slow-healing wounds, including diabetic foot ulcers.

Understanding the Problem: Bedsores

Bedsores, also known as pressure ulcers, are a prevalent yet often overlooked healthcare issue, particularly among immobile and elderly patients. In India, the prevalence of bedsores in intensive care units (ICUs) is approximately 24.3%. With an aging population of nearly 140 million and increasing life expectancies, the pool of patients susceptible to bedsores is significant.

Bedsores occur due to prolonged pressure, friction, shear, and moisture on the skin. These factors disrupt blood flow, leading to tissue damage and, ultimately, open wounds. The complications associated with bedsores can be severe, including infections and prolonged hospital stays, which significantly impact the quality of life for patients and their families. Despite existing strategies such as pressure-relieving devices and frequent repositioning, there was a glaring gap in addressing friction and moisture management. This gap became the focus of Amaterasu Lifesciences’ research and innovation.

A Revolutionary Approach: The Soreze Technology

The Soreze range is built on a patented silicone-based elastomer barrier technology. This innovative solution addresses friction and moisture management, setting it apart from traditional approaches to bedsore prevention and treatment.

How It Works

The technology uses a synergistic composition of silicone elastomers that form a highly elastic, flexible, and continuous barrier layer on the skin. When applied, the product dries into a transparent protective film that adheres strongly to the skin without being absorbed. This barrier:

• Reduces Friction: The silicone film decreases skin surface friction by over 80%, minimizing shear stresses that contribute to bedsores.
• Resists Abrasion: The film is highly resistant to wear and tear, providing long-lasting protection.
• Repels Moisture: Its water-repellent properties prevent moisture accumulation, a critical factor in reducing the risk of skin breakdown.

The Development Process

The technology was developed using a Quality by Design (QbD) approach. Key performance attributes, such as low friction, high abrasion resistance, and strong adhesiveness, were identified as essential for effective anti-friction action. Rigorous testing ensured that the products met these target quality attributes, resulting in a reliable and effective solution for patients.

Expanding the Product Line

Each product in the Soreze range is tailored to address specific needs:

1. Soreze Gel and Spray: These anti-friction barrier formulations are designed for bedsore and IAD prevention. Free from preservatives, colorants, and perfumes, they are hypoallergenic and suitable for all skin types.
2. Soreze Adult Diaper Rash Gel: Enriched with natural herbal ingredients, this gel combines antibacterial and antifungal properties to treat IAD and diaper rashes effectively. It is dermatologically tested to ensure safety and efficacy.
3. Soreze Advance Gel: This advanced gel incorporates moisture-locking technology and natural extracts known for their antimicrobial, anti-inflammatory, and antioxidant properties. It promotes healing in slow-healing wounds and bedsores.

Clinical Validation

The effectiveness and safety of the Soreze range have been validated through clinical trials and laboratory studies:

• Soreze Gel: A clinical trial conducted at Jehangir Hospital in Pune demonstrated its efficacy in preventing bedsores and confirmed its safety for use over three weeks.
• Soreze Adult Diaper Rash Gel: Studies have shown that this product is both safe and effective in treating adult diaper rashes among elderly patients.
• Soreze Advance Gel: External laboratory studies have validated the antibacterial and antifungal action of the natural actives used in this formulation.

Competitive Edge

Soreze products stand out in the market for several reasons:

• Comprehensive Protection: Unlike air mattresses that address only pressure-related issues, Soreze products manage friction, shear, and moisture, providing a holistic solution for bedsore prevention.
• Innovative Formulation: The silicone-based technology offers superior performance compared to traditional barrier products like zinc oxide or oil-based options, which are often inconsistent, greasy, and short-acting.
• Patented Technology: The technology is protected by patents in India, the US, and the EU, ensuring its uniqueness and credibility.

Impact and Market Reach

Today, Soreze products are used by over 200 hospitals across 10 cities in India and are available online to thousands of caregivers. This widespread adoption reflects the high level of satisfaction among customers, including healthcare professionals and family caregivers.

Social Impact

The Soreze range has a profound social impact:

• For End Users: By preventing bedsores, the products reduce healthcare costs and improve the quality of life for elderly and critically ill patients. They also ease the burden on caregivers, allowing them to focus on their loved ones’ overall well-being.
• For Hospitals: The products contribute to achieving zero bedsores, a critical metric for National Accreditation Board for Hospitals (NABH) accreditation. They optimize patient care, reducing nursing time and increasing productivity.

Challenges and Growth Prospects

Marketing the Soreze range required creating a new category in an untapped market. The initial strategy involved test marketing through online channels to gauge acceptance, followed by targeted offline marketing in the critical care segment. Despite limited funds, the company achieved sales of over ₹25 million in its first year. With plans for market expansion, Amaterasu Lifesciences aims to reach annual revenues exceeding ₹250 million in the coming years. Partnering with a large critical care company could accelerate this growth trajectory.

Global Opportunities

The global market for bedsore prevention and treatment presents immense opportunities. Factors such as an aging population, increased healthcare awareness, rising cases of chronic diseases, and expanding insurance coverage drive market growth. Amaterasu Lifesciences is well-positioned to tap into this potential, with several promising products in its research and development pipeline.

Looking Ahead

Amaterasu Lifesciences remains committed to its mission of addressing unmet patient needs through innovation. The Soreze range represents a significant step forward in improving the quality of care for elderly and critically ill patients. As the company continues to innovate and expand, it envisions a future where its products make a meaningful difference in healthcare systems worldwide.

In conclusion, the story of Amaterasu Lifesciences and Soreze is one of dedication, innovation, and impact. By addressing critical healthcare challenges with scientifically-backed solutions, the company has set a new standard in patient care. Its journey serves as an inspiration for other entrepreneurs and scientists, highlighting the transformative power of purpose-driven innovation.