Birender Rana has been appointed as CEO & Director – Indonesia & ASEAN at Mitra Medis Exim, marking a decisive leadership move for the organization and its parent entity, the Mitra Jaya Group. A forty-five-year-old Indonesian conglomerate with a formidable legacy across coal and gold mining, toll roads, and flyover infrastructure, the Group is now charting a bold new growth trajectory in the healthcare sector under Birender’s leadership.
With over three decades of experience in pharmaceuticals and healthcare, Birender brings a rare blend of commercial acumen, regional expertise, and strategic foresight. Most recently, he served as Business Head at Dabur India Limited, where he first focused on consolidating Dabur’s core legacy business, successfully scaling the classical Ayurvedic division to a ₹500 crore milestone. He played a pivotal role in reviving the true essence of Dabur’s proud Ayurvedic heritage before going on to launch the company’s healthcare ethical (HC Ethical) vertical and therapeutics business.
At Dabur, Birender delivered sustained double-digit growth across Rx, OTX, and OTC businesses while leading the expansion of Dermatology and Baby Care portfolios. He launched 25+ new products and received multiple industry recognitions for his contributions. He also deployed a first-of-its-kind Advocacy Field Force, onboarding 170 representatives in just 30 days to strengthen HCP engagement nationwide.
Further, he digitized the sales ecosystem through e-Detailing, DMS, and SFA platforms, improving sales productivity by 20%. His strategic interventions included restructuring sales verticals across Rx, OTX, and OTC segments. He built and led a high-performing team of 1200 professionals for a strategic growth unit.
His leadership journey spans marquee global organizations including Lumenis (Director – Aesthetics, India & South Asia), Galderma (National Sales Manager – India, Sri Lanka & Pakistan), AstraZeneca (Regional Business Manager), and Eli Lilly and Company, where he held multiple leadership roles, including Deputy General Manager – West. Across these organizations, Birender consistently built high-performing teams, scaled businesses, and delivered sustainable growth.
In his new role, Birender will lead Mitra Medis Exim’s strategic expansion into Pharmaceuticals, Nutraceuticals, Ayurveda & Herbal solutions, Aesthetics, and Medical Devices, with Indonesia and the broader ASEAN region as the primary growth engines. Indonesia’s massive population, demographic momentum, and rapidly evolving healthcare landscape present a complex yet high-impact opportunity—one that aligns seamlessly with his deep regional understanding.
This appointment signals Mitra Jaya Group’s strong commitment to building a future-ready healthcare vertical, positioning Mitra Medis Exim as a key player in ASEAN’s healthcare transformation journey.