Cardiac Diabetic PCD Pharma Franchise in India – Complete Guide to Starting, Earning & Growing with Novalab Cardiac

Why Are You Still Looking? The Right Cardiac Diabetic Franchise Is Right Here.

Let’s be real about something.

If you are reading this right now, you are probably a pharma professional. Maybe you have been working as a medical representative for years. Maybe you are a pharmacist. Maybe you are a distributor who wants to build something of your own. Or maybe you are someone who looked at the pharma industry and thought: there has to be a smarter way to earn from this.

And you picked the cardiac diabetic segment. Smart decision. Here is why.

India has over 77 million people living with diabetes. That number is expected to cross 100 million by 2030. Cardiovascular disease accounts for nearly 28% of all deaths in India. Hypertension alone affects 1 in 3 adults. These are not just statistics. These are your patients. These are the people who visit a doctor every month, collect their prescriptions, refill the same medicines every 30 days, and will continue doing so for life.

That is the business model of the cardiac diabetic PCD franchise. Repeat patients. Repeat prescriptions. Repeat orders. Month after month.

Now the only question is: which company do you partner with?

If you want real products, real support, real monopoly rights, and a company that actually has its full focus on just cardiac and diabetic medicines — then this guide is for you. This is about Novalab Cardiac Diabetic Care, the dedicated cardiac and diabetic division of Novalab Healthcare Pvt. Ltd.

What Makes Cardiac Diabetic PCD Franchise Different From General PCD?

Most people enter the PCD space through general range. Antibiotics, vitamins, gastro medicines. And there is nothing wrong with that. But here is the issue. Everyone is doing it. Competition is high. Margins are squeezed. Doctors see 10 MRs a day, all selling the same paracetamol and amoxicillin.

The cardiac diabetic segment is different in three ways:

Repeat prescriptions for life. A patient diagnosed with hypertension will take Telmisartan or Amlodipine every day for the rest of their life. A Type 2 diabetic patient will take Metformin or Sitagliptin every morning indefinitely. Your order from a good doctor does not stop. It keeps coming month after month.

Fewer but bigger buyers. In general, PCD, you chase chemists everywhere. In cardiac diabetes, you target cardiologists, diabetologists, and physicians. One good physician can give you 200–400 prescriptions a month. One good cardiologist in a town like Patna, Ranchi, or Jaipur is worth more to your business than 50 general chemists.

Higher ticket sizes. A box of amoxicillin might cost ₹40 at your wholesale price. A box of Sacubitril + Valsartan (heart failure treatment) can cost ₹2,500–3,000. The cardiac segment runs on high-value products. Fewer boxes. Bigger invoices.

This is why so many experienced pharma professionals are shifting their focus to cardiac diabetic PCD franchise. And this is exactly the segment that Novalab Cardiac was built for.

Novalab Cardiac Diabetic Care – A Dedicated Specialist, Not a Side Business

Here is something that most people miss when choosing a pharma franchise company.

Many companies offer a “cardiac range.” It is one folder out of ten on their product list. The rest is antibiotics, multivitamins, derma creams, syrups. Cardiac is an afterthought for them.

Novalab Cardiac is different. This entire company exists only for cardiac and diabetic medicines. Every product, every team member, every piece of packaging, every promotional material — it is all focused on one thing: heart and diabetes care.

This specialisation matters. It means:

• The R&D team focuses exclusively on cardiology and diabetology formulations
• The production unit maintains the exact protocols required for cardiac-grade medicines
• The promotional materials are designed for cardiologists and diabetologists, not general physicians
• The product range is deep, not wide — with multiple strengths, combinations, and delivery systems in every sub-category

Novalab Cardiac is a division of Novalab Healthcare Pvt. Ltd., based at Plot No. 208, Industrial Area, Phase 1, Panchkula – 134113, Haryana. The parent company brings the operational strength, regulatory compliance, and manufacturing backbone. The Cardiac division brings the focus.

Who Is Novalab Cardiac? The Credentials That Matter

Before you invest in any franchise, you check the company. Here is the full picture:

ISO 9001:2015 Certified — This is the international standard for quality management. Not a marketing claim. An actual certification that means the company follows defined, audited processes for quality at every stage.

WHO-GMP Certified — The World Health Organisation’s Good Manufacturing Practice guidelines are the gold standard for pharmaceutical manufacturing globally. Novalab Cardiac’s production units are built to meet these standards. Every batch is manufactured with full compliance.

DCGI Approved Formulations — All 133+ products in the range are approved by the Drug Controller General of India. These are not off-the-shelf generics with questionable sourcing. These are verified, approved molecules with proper documentation.

Advanced manufacturing technology — Computerised devices and science-based production systems ensure consistency across batches.

Packaging that protects — ALU ALU, blister pack, foil pack, carton packaging. Products reach patients and doctors looking professional and protected.

Contact: +91-9570599567 | +91-9115604598 | +91-9371300000
Email: Novalab7777@gmail.com

The Product Range: 133 DCGI-Approved Cardiac & Diabetic Formulations

This is where Novalab Cardiac genuinely stands apart. The product range is not a collection of 10 bestsellers stretched across five pages. It is 133 distinct formulations, covering every major sub-category of cardiac and diabetic medicine.

Here is how the range breaks down:

Antihypertensives – Blood Pressure Medicine PCD Franchise

High blood pressure is the most common cardiac condition in India. Novalab Cardiac covers every major antihypertensive molecule:

Amlodipine range (Amlotree): Amlodipine 5mg, Amlodipine + Atenolol — for calcium channel blocker prescriptions and combination therapy.

Telmisartan range (Telitoss): Telmisartan 20mg, 40mg, 80mg; Telmisartan + Amlodipine, Telmisartan + Hydrochlorothiazide, Telmisartan + Chlorthalidone, Telmisartan + Cilnidipine, Telmisartan + Amlodipine + Hydrochlorothiazide, Telmisartan + Chlorthalidone + Cilnidipine — nearly every combination a cardiologist or physician would want to prescribe.

Losartan range (Luthozide): Losartan Potassium 50mg, Losartan + Hydrochlorothiazide.

Olmesartan range (Olmedeys): Olmesartan 20mg, 40mg, Olmesartan + Amlodipine.

Bisoprolol range (Bisocred): Bisoprolol 2.5mg, 5mg, Bisoprolol + Amlodipine — beta-blockers for BP and heart rate control.

Metoprolol range (Conitel): Metoprolol Succinate ER 25mg, 50mg; Metoprolol + Amlodipine, Metoprolol + Telmisartan; and the advanced Conitel-3D (Metoprolol + Chlorthalidone).

Nebivolol (Nevijoy): 2.5mg and 5mg — for patients needing cardioselective beta-blocker therapy.

Carvedilol (Carvecred): 6.25mg and 12.5mg — alpha-beta blocker, particularly useful for heart failure.

Ramipril (Coniram): 1.125mg, 2.5mg, 5mg, Ramipril + Hydrochlorothiazide — ACE inhibitor range for hypertension and post-MI protection.

Cilnidipine (Cdine): 5mg, 10mg, 20mg — the newer generation calcium channel blocker with dual protection.

Benidipine (Benkox), Labetalol (L-tol) — additional antihypertensive molecules that give franchise partners a complete portfolio.

If a doctor writes any antihypertensive prescription anywhere in India, Novalab Cardiac has the product.

Antiarrhythmics – Heart Rhythm Medicines

This sub-category is where most “cardiac range” companies fall completely short. Novalab Cardiac has it covered.

Amiodarone range (Amlocred): 100mg and 200mg tablets — the primary antiarrhythmic for serious cardiac rhythm disorders like atrial fibrillation and ventricular tachycardia. This alone puts Novalab Cardiac ahead of general PCD companies that have never stocked this molecule.

Ivabradine (Ivacred): For heart rate reduction in chronic heart failure — a specialist-facing molecule with high repeat prescription value.

Antiplatelets & Anticoagulants – Blood Thinning Medicines

Aspirin range (Aspicred): Aspirin 75mg gastro-resistant — the most commonly prescribed antiplatelet in India.

Clopidogrel range (Clopideys): Clopidogrel 75mg; Clopidogrel + Aspirin — standard post-stent and post-MI treatment.

Dabigatran (Dabikast): 75mg, 110mg, 150mg capsules — the new oral anticoagulant replacing warfarin in many patients.

Ticagrelor (Ticadaz): 90mg — advanced antiplatelet for acute coronary syndrome.

Prasugrel (Prasucred): 10mg — for high-risk coronary stenting patients.

Rivaroxaban, Warfarin — additional anticoagulant options in the range.

Statins & Lipid-Lowering Medicines – Cholesterol Medicine PCD Franchise

Atorvastatin range (Conivas): Atorvastatin 10mg, 20mg; Atorvastatin + Fenofibrate; Atorvastatin + Clopidogrel; Atorvastatin + Aspirin; Atorvastatin + Clopidogrel + Aspirin.

Rosuvastatin range (Conistat): Rosuvastatin 5mg, 10mg, 20mg, 40mg; Rosuvastatin + Aspirin; Rosuvastatin + Fenofibrate; Rosuvastatin + Clopidogrel + Aspirin; Rosuvastatin + Telmisartan — one of the most comprehensive rosuvastatin portfolios available in the PCD space.

Bempedoic Acid (Bemiova): 180mg — the latest addition to lipid management for statin-intolerant patients.

Chest Pain & Heart Failure Medicines

Glyceryl Trinitrate (Coni): 2.6mg and 6.4mg controlled-release tablets — for angina management.

Ranolazine (Ranodaz): 500mg — for chronic angina.

Isosorbide Dinitrate + Hydralazine (Isocred): For advanced heart failure.

Sacubitril + Valsartan (Sacupores): 24+26mg and 51+49mg — the gold-standard heart failure therapy. Very few franchise companies stock this.

Eplerenone (Eplecred): 25mg — aldosterone antagonist for heart failure and hypertension.

Furosemide + Spironolactone (Spirocred): Diuretic combination for fluid management.

Tolvaptan (Vapcred): 15mg — for severe heart failure with fluid retention.

Oral Antidiabetics – Diabetes Medicine PCD Franchise

Metformin range (Conimet): SR 500mg, SR 1000mg — the backbone of diabetes treatment, prescribed to virtually every Type 2 diabetic.

Glimepiride range (Gallypride): 1mg, 2mg tablets; Glimepiride + Metformin (multiple strengths); Glimepiride + Pioglitazone + Metformin; Glimepiride + Voglibose + Metformin — complete sulfonylurea coverage.

Gliclazide range (Gally): 60mg, 80mg tablets; Gliclazide + Metformin.

Sitagliptin range (Sitacred): Sitagliptin 50mg, 100mg; Sitagliptin + Metformin (multiple strengths); Sitagliptin + Dapagliflozin; Sitagliptin + Dapagliflozin + Metformin — full DPP-4 inhibitor coverage.

Vildagliptin range (Coniglip): Vildagliptin 50mg, 100mg; Vildagliptin + Metformin (500mg, 850mg, 1000mg); Vildagliptin + Dapagliflozin; Vildagliptin + Dapagliflozin + Metformin — one of the most complete Vildagliptin portfolios in any PCD company.

Dapagliflozin range (Depadaz): Dapagliflozin 5mg, 10mg; Dapagliflozin + Metformin (500mg, 1000mg).

Empagliflozin range (Empacred): Empagliflozin 10mg, 25mg; Empagliflozin + Metformin; Empagliflozin + Linagliptin (10mg and 25mg strength) — the SGLT2 inhibitor segment that is rapidly growing.

Linagliptin range (Linacred): Linagliptin 5mg; Linagliptin + Metformin; Linagliptin + Dapagliflozin.

Teneligliptin (Coniark): 20mg; Teneligliptin + Metformin — the cost-effective DPP-4 option popular in Tier-2 and Tier-3 markets.

Voglibose (Conivog): 0.2mg, 0.3mg; Voglibose + Metformin — alpha-glucosidase inhibitor for postprandial glucose control.

Pioglitazone range (Piodaz/Conimet-P): Pioglitazone 15mg, 30mg; Pioglitazone + Metformin.

This range covers every class of oral antidiabetic currently prescribed in India. When a diabetologist writes any prescription — whether it is a simple Metformin or a complex triple-combination SGLT2 inhibitor — Novalab Cardiac has the product.

What You Get as a Franchise Partner

This is the practical business side. What exactly do you get when you sign up?

Monopoly Rights in Your Territory Novalab Cardiac gives exclusive territorial rights to franchise partners. This means within your allotted geography — whether it is a city, a district, or a defined zone — no other franchise partner will be allowed to sell under the Novalab Cardiac brand. Your territory is yours.

Complete Marketing and Promotional Support The company provides: visual aids, product literature, MR bags, diaries, notepads, pens, samples, and other promotional inputs — all at no additional cost. These are designed specifically for cardiac and diabetic product promotion, not generic material.

Budget-Friendly Investment Plans The exact investment depends on which products you choose and what your monthly ordering volume looks like. But Novalab Cardiac’s franchise structure is designed to be accessible. You do not need crores of rupees to start. Contact the team directly to understand the current minimum order quantity and starting investment: +91-9370599567 / +91-9371300000.

DCGI-Approved Products with Full Documentation Every product comes with complete regulatory documentation. You get the batch records, composition details, regulatory approvals — everything you need if a doctor or chemist asks.

Fast Order Processing and Dispatch The production base in Panchkula, Haryana allows efficient dispatch to franchise partners across India, including Delhi, Haryana, Punjab, Himachal Pradesh, Uttarakhand, Jharkhand, Bihar, Kerala, and other states.

Who Is This Business Right For?

Not everyone is the right fit for a cardiac diabetic PCD franchise. Let us be honest about who this works for and who it does not.

It works well for:

Medical representatives with cardiac or diabetic experience. If you have spent years detailing Amlodipine, Metformin, Telmisartan, or Sitagliptin to cardiologists and physicians, you already know the molecules, you know the doctors, and you know the territory. Starting a PCD franchise in this segment is the natural next step.

Pharmacists and pharmacy owners. If you are running a chemist shop and already stocking cardiac and diabetic medicines, having a direct franchise tie-up gives you better margins and priority supply.

Retired or senior MRs looking to build independent income. Many experienced pharma professionals transition into PCD after years of field work. The cardiac diabetic segment offers the stability of a business they already know well.

Distributors looking to add a specialist division. If you are already distributing general pharma, adding a dedicated cardiac diabetic line from Novalab Cardiac gives you access to a high-margin, high-repeat segment with a specialist brand.

Doctors and healthcare professionals. Cardiologists, diabetologists, and general physicians who want to participate in the pharma franchise business — legally and ethically — can consider this model as a business investment in their own practice area.

Cardiac Diabetic PCD Franchise Across India – State-Wise Opportunity

Novalab Cardiac actively invites franchise partners from the following states and territories. If you are in any of these regions, your market is ready.

Cardiac Diabetic PCD Franchise in Delhi

Delhi NCR is one of the largest pharma markets in India. High concentration of cardiologists, diabetologists, and multi-specialty hospitals. Serious franchise partners in Delhi can build substantial businesses because of the sheer density of prescribers.

Cardiac PCD Franchise in Haryana

Haryana has a rapidly urbanising population with rising cardiovascular risk factors. Cities like Gurugram, Faridabad, Ambala, and Rohtak are growing markets for cardiac and diabetic medicines. Given that Novalab Cardiac’s headquarters is in Panchkula, partners in Haryana also benefit from proximity to the supply chain.

Cardiac Diabetic Franchise in Punjab

Punjab has one of the highest rates of cardiovascular disease in North India. A combination of lifestyle factors, high salt diet, and smoking has made hypertension and heart disease extremely common. Franchise partners in Ludhiana, Amritsar, Jalandhar, Patiala, and smaller towns can build strong businesses here.

Cardiac PCD Company in Himachal Pradesh

HP is a growing pharmaceutical market with relatively less competition than metros. Cities like Shimla, Dharamshala, Solan, Mandi offer good opportunities for focused cardiac diabetic franchise partners.

Cardiac Diabetic Franchise in Uttarakhand

Dehradun, Haridwar, Roorkee, Haldwani — Uttarakhand’s urban areas have growing medical infrastructure and increasing lifestyle disease burden. The cardiac diabetic segment is expanding here.

Cardiac PCD Franchise in Jharkhand

Ranchi, Jamshedpur, Dhanbad, Bokaro — Jharkhand is an underserved market for quality pharma products. There is significant opportunity here for franchise partners who move early. Competition from premium cardiac PCD companies is still limited, which means early movers get the best doctor relationships.

Cardiac Diabetic PCD Franchise in Bihar

Bihar is one of the largest states by population with a rapidly expanding healthcare infrastructure. Patna, Muzaffarpur, Gaya, Bhagalpur, Darbhanga, Purnia, Hajipur, Chhapra, Arrah, Begusarai — every major Bihar city has a growing base of cardiologists and physicians. The demand for quality cardiac and diabetic medicines is growing faster than the supply of good franchise companies. This makes Bihar an excellent opportunity for partners who can establish relationships with doctors early.

Cardiac PCD Franchise in Kerala

Kerala has the highest healthcare literacy in India. Patients and doctors both demand quality products. The state has a strong medical infrastructure and high per-capita spending on healthcare. A WHO-GMP certified, ISO-certified company like Novalab Cardiac resonates well with Kerala’s doctor community. Partners in Thiruvananthapuram, Kochi, Kozhikode, Thrissur, and other cities can build premium practices.

How to Start Your Cardiac Diabetic PCD Franchise – Step by Step

Here is exactly how the process works:

Step 1 – Make the call Call Novalab Cardiac at +91-9570599567 or +91-9371300000, or WhatsApp the same numbers. Tell them your name, which state/city you are targeting, your background (MR, pharmacist, distributor), and what you are looking for.

Step 2 – Share your requirements The team will ask about your target geography, your preferred product categories, and your monthly investment capacity. Be specific. If you know cardiac well but want to start with antihypertensives and gradually add diabetic products, say that.

Step 3 – Document verification You need: Drug License (DL) number, GST number. These are mandatory. Experience in pharma is preferred but not always required.

Step 4 – Territory allocation Based on your location and the current franchise map, Novalab Cardiac will confirm your monopoly territory. Once allocated, that zone is exclusively yours.

Step 5 – Place your first order Once documents are verified and territory is confirmed, you place your initial order. The minimum order quantity will be shared by the team based on current franchise structure.

Step 6 – Receive products and promotional kit Your products are dispatched from Panchkula. The promotional materials — visual aids, literature, samples — come with or shortly after your first order.

Step 7 – Start calling on doctors With your territory locked, products in hand, and promotional materials ready, you start. For a cardiac diabetic franchise, your primary targets are cardiologists, diabetologists, and physicians who see chronic disease patients.

Frequently Asked Questions

What is a cardiac diabetic PCD pharma franchise?
A PCD (Propaganda Cum Distribution) franchise is a business model where a pharmaceutical company grants the right to a partner — an individual or small firm — to market and sell its products in a defined territory. A cardiac diabetic PCD franchise specifically covers heart and diabetes medicines. The franchise partner sells under the company’s brand, with exclusive rights in their territory, and earns by the difference between wholesale buy price and market sell price.

Why is cardiac diabetic segment best for pharma franchise?
Because cardiac and diabetic patients take medicines every single day for life. Unlike antibiotics or pain medicines that are prescribed for 5–7 days, a Metformin or Telmisartan prescription is refilled every month, indefinitely. This creates a stable, predictable business income. One good physician relationship in this segment can sustain your franchise for years.

What is the investment required for cardiac diabetic PCD franchise with Novalab Cardiac?
The investment depends on the product selection and initial order quantity. Novalab Cardiac offers genuinely budget-friendly options. The best way to get the exact figure is to call directly: +91-9570599567. There is no standard published figure because the company customises based on your territory and product mix.

Will I get monopoly rights with Novalab Cardiac?
Yes. Monopoly-based distribution rights are a core part of the Novalab Cardiac franchise model. Your territory is exclusively yours as long as your franchise agreement is active.

What documents do I need to start?
You need a valid Drug License (DL) and GST registration number. These are mandatory for all pharmaceutical franchise partnerships in India.

Is the cardiac diabetic PCD franchise profitable?
Yes, when managed correctly. The profitability depends on how many doctors you build relationships with, the volume of prescriptions those doctors write, and how efficiently you manage your stock and cash flow. The cardiac diabetic segment has inherently better margins than general pharma because of the repeat prescription model and higher product value. Franchise partners who work consistently and build 15–20 loyal doctor relationships can achieve solid monthly income within 6–12 months.

How many products does Novalab Cardiac offer?
133 DCGI-approved formulations across cardiac and diabetic sub-categories including antihypertensives, antiarrhythmics, antiplatelets, anticoagulants, statins, chest pain medicines, heart failure treatments, and the complete range of oral antidiabetics (Metformin, Glimepiride, Gliclazide, Sitagliptin, Vildagliptin, Dapagliflozin, Empagliflozin, Linagliptin, Teneligliptin, Voglibose, Pioglitazone, and more).

Is Novalab Cardiac WHO-GMP certified?
Yes. Novalab Cardiac Diabetic Care is both WHO-GMP certified and ISO 9001:2015 certified. All formulations are DCGI-approved. These certifications are not just marketing language — they are audited standards backed by documentation.

Which states does Novalab Cardiac franchise in?
Currently active in Delhi, Haryana, Punjab, Himachal Pradesh, Uttarakhand, Jharkhand, Bihar, Kerala, and expanding across India. If your state is not listed, still contact the team — territory expansion is ongoing.

Which is the best cardiac diabetic PCD company in India for franchise?
The right answer depends on what you value. If you want a company that is 100% dedicated to cardiac and diabetic medicines (not a general company with a cardiac range as an afterthought), is ISO and WHO-GMP certified, has 133+ DCGI-approved formulations, offers monopoly rights, and provides full marketing support — Novalab Cardiac is the answer. Call +91-9371300000 and judge for yourself.

A Word on the Segment Opportunity – Numbers That Matter

India’s cardiac and diabetic medicine market is one of the fastest-growing segments in the country. Here is the context:

India is the diabetes capital of the world with over 77 million diabetics — second only to China globally. The number is projected to touch 134 million by 2045 (International Diabetes Federation data). Every one of these patients needs oral medication, and most need it daily, forever.

Cardiovascular disease is the number one killer in India — accounting for 28% of all deaths. Hypertension affects 200 million Indians. But treatment rates are low. Awareness is growing. As more patients get diagnosed and treated, the prescription volume for antihypertensives, statins, and antiplatelet medicines will only increase.

The Indian pharmaceutical market is expected to grow at 10–12% annually. The cardiac and diabetic sub-segment grows even faster because of increasing awareness, better diagnostic access, and the sheer size of the patient population.

If you enter this space with the right company and the right territory today, you are building a business that grows as the market grows — for decades.

Why Novalab Cardiac Is the Right Partner for Your Franchise Journey

Let us summarise exactly why Novalab Cardiac is different from every other cardiac pharma franchise company you will come across:

Full dedication — Not a general company with a cardiac range. An entire company built only for heart and diabetes care.

Depth of products — 133 DCGI-approved formulations covering antihypertensives, antiarrhythmics, antiplatelets, anticoagulants, statins, chest pain medicines, heart failure drugs, and the full oral antidiabetic spectrum. Every prescription a cardiologist or diabetologist writes can be filled from Novalab Cardiac’s range.

Premium sub-category coverage — Products like Sacubitril + Valsartan (Sacupores), Dabigatran (Dabikast), Ticagrelor (Ticadaz), Ivabradine (Ivacred), and Amiodarone (Amlocred) — medicines that most general PCD companies never stock. These are the products that separate a real cardiac pharma franchise from a company that just put “cardiac” in its name.

Certified and compliant — ISO 9001:2015 + WHO-GMP + DCGI approved. Non-negotiable for quality-conscious doctors and chemists.

Monopoly rights — Your territory. Your doctors. Your business.

Real support — Visual aids, product literature, promotional materials — all focused on cardiac and diabetic promotion, not generic pharma flyers.

Part of Novalab Group — The parent company, Novalab Healthcare Pvt. Ltd., brings operational strength, regulatory experience, and a track record that individual cardiac divisions rarely have.

Ready to Start? Here Is What to Do Right Now

Do not wait. The cardiac diabetic PCD franchise space is moving fast. More territories get allocated every month. The better you know your area — whether it is Patna or Pune, Shimla or Shillong, Gurugram or Guwahati — the better your starting position.

Here is how to reach Novalab Cardiac today:

📞 Call: +91-9570599567 | +91-9115604598 | +91-9371300000
📧 Email: Novalab7777@gmail.com
🏢 Address: Novalab Healthcare Pvt Ltd, Plot No. 208, Industrial Area, Phase 1, Panchkula – 134113, Haryana
💬 WhatsApp: +91-9371300000

Tell them your name, your state, and that you are interested in the cardiac diabetic PCD franchise. That conversation takes 10 minutes. The business it starts can run for decades.

Pick up the phone. That one call starts everything.