Indulging in an interesting sport such as badminton offers an active rush to kids and adults. Not only does it improve muscle strength, physical flexibility and provide other physiological benefits but also helps in improving focus, dedication and imbibes a spirit of passion and vivaciousness.<br /><br />With a pair of good badminton rackets, anyone can channelise their energy in an amazing positive manner. The rackets should be sturdy, light-weight, and also have some fun quotient to the look. Even though everyone’s choice is different, there are always some designs and products which impress all. <br /><br />Giving you some of the best options out of the lot so you can pick a set for yourself or a loved one and begin enjoying the inner sportsperson in you.<br /><br /><br /><bulletContentEmbed name="B07S9YR6WT" columns="1"><bulletContentHeading name="B07S9YR6WT_head"><columnHead col="1"><columnHeadThumb>          <div type="image" title="Also Consider" msid="79001401" hostid="261"></div></columnHeadThumb><columnHeadTitle>B07S9YR6WT</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07S9YR6WT_body"><bulletContentRow name="B07S9YR6WT_0621387793926207"><bulletContentRowHeading><bulletContentRowHead col="1">Li-Ning XP-IV Blend Badminton Racquet, Set of 2 with Free Full Cover</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Perfect for beginners and intermediate players of badminton, the Li-Ning badminton racket features an aluminium frame, making it lightweight and convenient to play with. It also features a low torsion steel material that enhances its strength. Since it is lightweight, weighing only 90 grams, this badminton racket from Li-Ning will enable you to play for a longer period of time without feeling exhausted.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07S9YR6WT_7207751629560744"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">2 Badminton Racket With Full Cover</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B07SGCQ2FM" columns="1"><bulletContentHeading name="B07SGCQ2FM_head"><columnHead col="1"><columnHeadThumb>        <div type="image" title="Must Have" msid="79316242" hostid="261"></div></columnHeadThumb><columnHeadTitle>B07SGCQ2FM</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07SGCQ2FM_body"><bulletContentRow name="B07SGCQ2FM_6387955173916643"><bulletContentRowHeading><bulletContentRowHead col="1">Yonex ZR 100 Light Aluminium Badminton Racquet with Full Cover, Set of 2 | Made in India</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">These highly durable rackets by Yonex are ideal for both beginners and intermediate players. Made up of aluminium, this set of two badminton rackets is of superior quality and budget friendly.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07SGCQ2FM_4567095596629026"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Colour of rackets: black &amp; blue.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B07X3GHKVT" columns="1"><bulletContentHeading name="B07X3GHKVT_head"><columnHead col="1"><columnHeadThumb>    <div type="image" title="Best Buy" msid="79607727" hostid="261"></div></columnHeadThumb><columnHeadTitle>B07X3GHKVT</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07X3GHKVT_body"><bulletContentRow name="B07X3GHKVT_9243606414293328"><bulletContentRowHeading><bulletContentRowHead col="1">Tima Set of Badminton Rackets, Pair of 2 Rackets, Lightweight &amp; Sturdy, with 4 Feather SHUTTLECOCKS, for Professional &amp; Beginner Players, Cover Included</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Built for maximum fun and learning, prepare to ace your game with these badminton rackets through which, you will certainly rule the court. The pack includes a set of two badminton rackets; four shuttlecocks and a cover. These rackets are suitable for players of any level and it doesn't matter if you're a professional player or if you've never seen a shuttlecock before in your life. These badminton rackets are perfect for both practicing your skills and training.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07X3GHKVT_4303705216884391"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Metallic tempered, steel tight string rackets.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B07SWS23S7" columns="1"><bulletContentHeading name="B07SWS23S7_head"><columnHead col="1"><columnHeadThumb>              <div type="image" title="Popular Choice" msid="78299449" hostid="261"></div></columnHeadThumb><columnHeadTitle>B07SWS23S7</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07SWS23S7_body"><bulletContentRow name="B07SWS23S7_8965537147746976"><bulletContentRowHeading><bulletContentRowHead col="1">Yonex GR 201 Pack of 2 Aluminum Strung Badminton Racquet(Blue/Blue) with Head Cover</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Ideal for beginners as well as intermediate players, this lightweight set of 2 rackets has a low torsion steel shaft for better strength performance. Available in a beautiful green and blue combo, this pair of 2 comes with a head cover for each.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07SWS23S7_5255336884017266"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Lightweight Aluminium Frame</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B07P8H5V6P" columns="1"><bulletContentHeading name="B07P8H5V6P_head"><columnHead col="1"><columnHeadThumb><div type="image" title="Recommended" msid="78299558" hostid="261"></div></columnHeadThumb><columnHeadTitle>B07P8H5V6P</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07P8H5V6P_body"><bulletContentRow name="B07P8H5V6P_8916037858285871"><bulletContentRowHeading><bulletContentRowHead col="1">APACS Combo of 2 Finapi 232 Black Unstrung Racquets - Set of 2</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This product, weighing approx. 87 gm, is designed to deliver the best and the perfect shots for any player. Even skilled badminton players can play with this pair of rackets and not be disheartened by their performance. The string tension on these rackets is about 35 lbs, enabling very clean and effortless shots. Graphite aero wide-body head, frame and shaft of this progressive pair of rackets make it a top pick. With a G2 grip control and a stiff flex on these rackets, a player is bound to deliver amazing offensive shots. This is an unstrung pair.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07P8H5V6P_1879377635967635"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Designed with Unique Graphite Body</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br />

Best badminton racket sets in India

To have a great game of badminton, one integral part of it is the shuttlecock. Weight, quality, shape, size, and a few other aspects can either make or break one’s performance while playing. Whether it is an expert or an amateur, each player needs to try their hand at badminton with nothing but the best of shuttlecocks.<br /><br />There are various styles and varieties of shuttlecocks available in the market ranging from nylon to plastic, from plain whites to colourful and much more. We have identified the most diverse picks that are top of the line all-inclusive shuttlecock sets for your game of badminton. <br /><br /><br /><bulletContentEmbed name="B000FI8ER8" columns="1"><bulletContentHeading name="B000FI8ER8_head"><columnHead col="1"><columnHeadThumb>                      <div type="image" title="Top Choice" msid="78300577" hostid="261"></div></columnHeadThumb><columnHeadTitle>B000FI8ER8</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B000FI8ER8_body"><bulletContentRow name="B000FI8ER8_7354561153757099"><bulletContentRowHeading><bulletContentRowHead col="1">Yonex Mavis 350 Nylon Shuttlecock (Pack of 6)</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This bright yellow green cap set of 6 nylon shuttlecocks is designed in a way to help a player deliver the most impressive shots and a stable performance in different environments and temperatures. In terms of experience, this particular set of shuttlecocks promises to give a feather-like shuttles experience. When smashed, these shuttles recover within 0.02 seconds. The product quality is categorised based on 3 different temperatures, therefore should be chosen as per the environmental factors of the place where these shuttles will be used for playing. In temperature ranging from 22°C to 33°C, the green cap design may perform at a slower speed.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B000FI8ER8_3860693329974086"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Near Feather Shuttle Experience</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B06XC67C3P" columns="1"><bulletContentHeading name="B06XC67C3P_head"><columnHead col="1"><columnHeadThumb>            <div type="image" title="Budget Friendly" msid="79020318" hostid="261"></div></columnHeadThumb><columnHeadTitle>B06XC67C3P</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B06XC67C3P_body"><bulletContentRow name="B06XC67C3P_1177057203364562"><bulletContentRowHeading><bulletContentRowHead col="1">Victor NS 3000 6 Pieces Nylon Shuttlecock (Set of 2)</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This highly affordable pack by Victor includes two tubes of NS-3000 nylon shuttlecocks. Each tube contain of six pieces of shuttle, making it a total of twelve shuttle cocks. The shuttles are made up of nylon and are of premium quality.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B06XC67C3P_7655559526318055"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Yellow shuttlecocks</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B08DMR834B" columns="1"><bulletContentHeading name="B08DMR834B_head"><columnHead col="1"><columnHeadThumb>    <div type="image" title="Popular Pick" msid="80968858" hostid="261"></div></columnHeadThumb><columnHeadTitle>B08DMR834B</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B08DMR834B_body"><bulletContentRow name="B08DMR834B_6546158174790221"><bulletContentRowHeading><bulletContentRowHead col="1">SUPER SONA Vins Nylon Shuttlecock</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This 6-piece shuttlecock box is one of the most popular choices as the quality and design of the shuttles are nearly perfect. Made up of high quality engineered nylon, these shuttles have synthetic bottom and are perfect for players of all levels. These low torsion shuttles are great for a long duration game as these do not exhaust the player. Imported cork base and excellent flight and balance of the shuttles make it an in-demand product.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B08DMR834B_8938430558489832"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Yellow coloured nylon shuttlecocks.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B00JXRR75C" columns="1"><bulletContentHeading name="B00JXRR75C_head"><columnHead col="1"><columnHeadThumb><div type="image" title="Editor&amp;#39;s Pick" msid="81287079" hostid="261"></div></columnHeadThumb><columnHeadTitle>B00JXRR75C</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B00JXRR75C_body"><bulletContentRow name="B00JXRR75C_2357129184237874"><bulletContentRowHeading><bulletContentRowHead col="1">Yonex Mavis 10 Nylon 6 Shuttlecocks</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This is a pack of 6 shuttlecocks from Yonex. The shuttlecocks are made up of high quality nylon material for a great performance and a perfect flight during the game. The shuttlecocks are precisely made and are of yellow colour with green cap for a better vision. These shuttlecocks are best suitable for beginners and intermediate players.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B00JXRR75C_1828335255470579"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Highly durable and long lasting shuttlecocks.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B01N1LQGIU" columns="1"><bulletContentHeading name="B01N1LQGIU_head"><columnHead col="1"><columnHeadThumb><div type="image" title="Must Have" msid="81287191" hostid="261"></div></columnHeadThumb><columnHeadTitle>B01N1LQGIU</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B01N1LQGIU_body"><bulletContentRow name="B01N1LQGIU_9931748371836862"><bulletContentRowHeading><bulletContentRowHead col="1">COSCO AERO 727 SHUTTLE COCKS-NYLON</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">These shuttlecocks from Cosco are made up of premium quality nylon and foam material. The pack contains six nylon shuttlecocks. These shuttlecocks provide complete control throughout the game and are extremely durable. These shuttlecocks are one of the best you can ask for.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B01N1LQGIU_0790142201454551"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Excellent flight stability and great performance.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br />

best badminton shuttlecock in India

Badminton is a game which requires a lot of foot movement and this is why it is essential to invest in a good pair of shoes to handle all sorts of pressure and angles while playing. Men’s badminton shoes segment is vast and can be quite a hassle when making a choice of which pair to go for.<br /><br />Shoes for such an active sport must fulfil certain aspects. Badminton shoes must be comfortable, light in weight, advanced in technology and design and the material should also be sturdy but at the same breathable for the skin. <br /><br />Here’s putting down a few amazing pairs of badminton shoe recommendations for you, which can help you enjoy and improve your performance in the court and otherwise.<br /><br /><br /><bulletContentEmbed name="B088Y7MXN4" columns="1"><bulletContentHeading name="B088Y7MXN4_head"><columnHead col="1"><columnHeadThumb>          <div type="image" title="Recommended" msid="78389441" hostid="261"></div></columnHeadThumb><columnHeadTitle>B088Y7MXN4</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B088Y7MXN4_body"><bulletContentRow name="B088Y7MXN4_9457410865971871"><bulletContentRowHeading><bulletContentRowHead col="1">ASICS Men's Upcourt 4 Indoor Court Shoes</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This brilliant pair of in-court shoes for men comes in round toe design, lace-up closure and synthetic leather look. A worthy purchase for badminton enthusiasts, these <keyword id="10023688" type="UNKNOWN" weightage="20" keywordseo="comfortable-badminton-shoes">comfortable badminton shoes</keyword> in black, red and white combination have a regular shoe width.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B088Y7MXN4_9865163113888161"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Round Toe Style</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B018NVFAOS" columns="1"><bulletContentHeading name="B018NVFAOS_head"><columnHead col="1"><columnHeadThumb>      <div type="image" title="Popular" msid="78400513" hostid="261"></div></columnHeadThumb><columnHeadTitle>B018NVFAOS</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B018NVFAOS_body"><bulletContentRow name="B018NVFAOS_3390012680450274"><bulletContentRowHeading><bulletContentRowHead col="1">Nivia Aster Badminton Flash Shoes, Men's</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This product is a good option for anyone looking for something other than the typical black, blue, grey shades in badminton shoes. The bright yellow aster blue colours in this stunning pair help the shoes stand out from the crowd. Made from mesh and PVC synthetic leather materials plus the rubber soles and solid striped prints give an attractive look to the shoes.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B018NVFAOS_5117882614988069"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Mesh &amp; PVC Faux Leather Make</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B072NZ7RZP" columns="1"><bulletContentHeading name="B072NZ7RZP_head"><columnHead col="1"><columnHeadThumb><div type="image" title="Top pick" msid="81186381" hostid="261"></div></columnHeadThumb><columnHeadTitle>B072NZ7RZP</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B072NZ7RZP_body"><bulletContentRow name="B072NZ7RZP_8417905714654872"><bulletContentRowHeading><bulletContentRowHead col="1">Nivia Men's Appeal Badminton Shoes</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This pair of badminton shoes from Nivia is a great pair. It has some amazing features like high stability and ground traction technique. It also has an air circulation feature to provide air and absorb sweat. These shoes are available in two colour variants and look extremely stylish. Now you can play in style with these shoes.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B072NZ7RZP_8348005241215236"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Highly durable badminton shoes.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B084SBFTB8" columns="1"><bulletContentHeading name="B084SBFTB8_head"><columnHead col="1"><columnHeadThumb><div type="image" title="Editor&amp;#39;s Pick" msid="81186563" hostid="261"></div></columnHeadThumb><columnHeadTitle>B084SBFTB8</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B084SBFTB8_body"><bulletContentRow name="B084SBFTB8_3751154903788578"><bulletContentRowHeading><bulletContentRowHead col="1">Yonex LEGEND KING 68 Unisex Badminton Shoes | Ideal for Badminton,Squash,Table Tennis,Volleyball | Non-marking sole | TRU Cushion | TRU Shape</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This pair of badminton shoes from Yonex is a premium quality product. Great on stability and shock absorption, this pair of shoes is very comfortable, stylish and reliable while playing the sport. It has great cushioning for a better and comfortable experience and has many great features you'll love.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B084SBFTB8_8685650431369847"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Available in a variety of colours to choose from.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B08825C7K2" columns="1"><bulletContentHeading name="B08825C7K2_head"><columnHead col="1"><columnHeadThumb><div type="image" title="Must Have" msid="81186962" hostid="261"></div></columnHeadThumb><columnHeadTitle>B08825C7K2</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B08825C7K2_body"><bulletContentRow name="B08825C7K2_5589828433729905"><bulletContentRowHeading><bulletContentRowHead col="1">Puma Mens Auriz Men's Indoor Cmeva Sports Shoes Badminton Shoe</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Puma being a trusted brand has managed to never disappoint us. This is a beautiful pair of badminton shoes from Puma. These shoes have an appealing design and are really stylish. The shoes have a comfortable rubber sole for good grip and stability and comes with white speed laces. The upper material is made up of high quality synthetic. It provides support for the torsional movement.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B08825C7K2_4376571937101298"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Available in two more colour options.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br />

The ultimate badminton shoes for men

<p><a href="https://www.businessinsider.com/category/government-shutdown-2019"><img src="https://static.businessinsider.com/image/5c3fb2e87196712b8847b5c4-1200/davos banner.png" border="0" alt="Davos Banner" data-mce-source="Business Insider" /></a></p><p><div class="KonaFilter image-container display-table"><div><div class="image"><img src="https://static-ssl.businessinsider.com/image/5c4f27c62bdd7f3a81205c6b-2400/gettyimages-697559351.jpg" border="0" alt="AI drug development pharma" data-mce-source="Getty Images" data-mce-caption="Robotic arm and bottle of pills." /></div></div></div></p><ul class="summary-list"><li><a href="https://www.businessinsider.com/category/ai">Artificial intelligence</a> could improve the expensive, slow process of developing drugs. </li><li>Novartis is investing in AI, which executive <a href="https://www.novartis.com/our-company/executive-committee/james-bradner-en">Jay Bradner</a> calls the "next great tool" for making new medicines. But the technology also isn't quite there yet, Bradner said. </li><li>Bradner, who leads Novartis's drug research and development, spoke with Business Insider at the World Economic Forum in Davos, Switzerland <a href="https://www.businessinsider.com/novartis-jay-bradner-on-cancer-drug-development-future-2019-1">last week</a>.</li><li>Here's how the <a href="https://markets.businessinsider.com/stocks/novartis-stock">$220 billion Swiss drug giant</a> is already using AI, and where the technology could be most promising.</li></ul><p>DAVOS, Switzerland - Developing new medications is a notoriously expensive, slow, and failure-ridden process.</p><p>Using artificial intelligence, though, could change all that.</p><p>AI is the "next great tool" in drug development, Novartis executive <a href="https://www.novartis.com/our-company/executive-committee/james-bradner-en">Jay Bradner</a> told Business Insider, and the $220 billion Swiss drug giant is "extremely organized" around deploying it. As president of the Novartis Institutes for BioMedical Research (NIBR), Bradner leads the company's drug research and discovery.</p><p>But, speaking at the <a href="https://www.businessinsider.com/category/davos-2019">World Economic Forum in Davos, Switzerland</a> last week, Bradner also acknowledged that the technology isn't quite there yet, noting that "examples of AI-based drugs, at present, are few and far between."</p><p>"Amazon knows just what ad to put at the bottom of the page when I order my squash racket. But the organic chemist in the fume hood at NIBR doesn't have access to a massive repository of insight when choosing the next site on the molecule to fluorinate," Bradner said, referring to a common process intended to influence a drug's properties. </p><h2>Using data <keyword id="41551" type="ENTERTAINMENT" weightage="100" keywordseo="science">science</keyword> to hunt for new treatments</h2><p>Data science is already an entrenched part of Novartis's drug development work. NIBR has invested in the space, employing around 400 data scientists alongside 6,000 drug hunters. </p><p>It's so key to the process, in fact, that a drug hunting team typically consists of a chemist, biologist, clinician and data scientist, Bradner said.</p><p>Of pharma companies, Novartis is most explicit about its shift to being a data company, Peter Lee, the corporate vice president of Microsoft Healthcare, told Business Insider in <a href="https://www.businessinsider.com/microsofts-peter-lee-on-tackling-healthcare-2019-1">another conversation at Davos</a>.</p><p>But all drugmakers are now thinking that way, he said, and trying to use data to improve everything from drug development and clinical trials to pricing and selling medicines. </p><p>Novartis is especially placing bets on the promise of AI. It employs a dozen or so in-house machine learning experts, according to Bradner, but also works strategically with external experts in that area, "of which there are many, many more." </p><p><em><strong>Read more: <a href="https://www.businessinsider.com/novartis-jay-bradner-on-cancer-drug-development-future-2019-1">$225 billion drug giant Novartis is taking a fresh approach to cancer treatment, and it could help prepare it for a 'doomsday' scenario</a></strong></em></p><h2>A twist on a strategy once used for Viagra</h2><p>The company has identified about 12 places where AI could make drug development faster and better, according to Bradner. AI could help researchers go from a lack of clarity on a disease to having a target for medicines, he said, and transition from the starting point of a computer simulation to a promising chemical compound. </p><p>Right now, though, finding <a href="https://www.businessinsider.com/how-biotech-companies-are-using-old-drugs-in-new-ways-2019-1">new uses</a> for drugs is where AI can be most helpful, Bradner said. That's called "drug repositioning," </p><p>The strategy has long been used by pharmaceutical companies. It even created the profitable erectile dysfunction medication Viagra, which was originally developed for chest pain. </p><p>Technology, though, has allowed for more firepower. AI can process large amounts of data from clinical trials to see if, say, a drug for heart health could also benefit patients with a rheumatological disease - "drug repositioning on steroids," as Bradner puts it.</p><p><em><strong>Read more: <a href="https://www.businessinsider.com/novartis-potential-blockbuster-drugs-multiple-sclerosis-asthma-and-cancer-2018-11">One of the biggest drugmakers in the world thinks it has 26 billion-dollar drugs in the pipeline - here's what they aim to treat</a></strong></em></p><p>This approach has been used by Novartis both to open and close doors while developing drugs, he said.</p><p>Most exciting to Bradner, though, is an even more specific prospect: Using AI to crunch huge amounts of data, including DNA, data from images and measurements in clinics, to make connections between potential new drugs and sub-populations of patients with a disease.</p><p>Knowing exactly what kinds of patients drugs could work best in could make the costly process of drug development much more productive, and perhaps faster, helping them get to patients quicker but also giving companies like Novartis a leg up over its competitors. </p><ul class="read-more-links"><li><strong>Read more:</strong></li><li><a href="https://www.businessinsider.com/pharmaceutical-drugs-investors-to-watch-next-year-2018-12">From the gene therapy that spurred a $9 billion acquisition to a CBD medication for rare types of childhood epilepsy, here are the 12 promising drugs to watch in 2019</a></li><li><a href="https://www.businessinsider.com/microsofts-peter-lee-on-tackling-healthcare-2019-1">Microsoft's head of healthcare thought it was a 'career-ending move' when Satya Nadella offered him the job. Here's why he says he's now completely sucked in.</a></li><li><a href="https://www.businessinsider.com/novartis-jay-bradner-on-cancer-drug-development-future-2019-1">$225 billion drug giant Novartis is taking a fresh approach to cancer treatment, and it could help prepare it for a 'doomsday' scenario</a></li><li><a href="https://www.businessinsider.com/davos-top-psychedelic-scientist-mdma-magic-mushrooms-medicine-2019-1">A top psychedelic scientist says 'the climate's looking good' for magic mushrooms and MDMA to turn into medicines at a gathering of the world's billionaires</a></li></ul>

Novartis is betting that AI is the 'next great tool' for finding new, cutting-edge medicines. Here's how the $220 billion drug giant is using it

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Novartis is betting that AI is the 'next great tool' for finding new, cutting-edge medicines. Here's how the $220 billion drug giant is using it

Emma Court,Matt Turner