Pictor is a biotechnology company based in Auckland, New Zealand. The company develops, manufactures and markets immunodiagnostic products based on a multiplexed and miniaturized ELISA technology platform


Pictor was founded in 2005 by two entrepreneurial scientists, Dr Anand Kumble and Dr Sarita Kumble. The founders retired from Pictor in 2017 and life sciences serial entrepreneur Howard Moore was appointed CEO.

Since 2017, the Pictor team has expanded. The company now has over 30 employees between New Zealand, USA and India. There are over 400 laboratories in India that are using Pictor’s multiplex PictArrays to screen for maternal infections, auto immune diseases and hepatitis.

Pictor is commercialising its multiplex technology platform through the on-going development of an expanding portfolio of diagnostic test panels and validating the viability of these through sales in India and new markets from 2019. To permit this expansion, Pictor products will all be developed to meet at least CE mark and in some cases FDA compliance.

As an in vitro diagnostics products company, Pictor aims to serve the needs of clinical laboratories by developing and supplying innovative and cost competitive diagnostic products. Pictor high-quality products improve laboratory efficiency and provide fast and reliable diagnostic results. The Pictor multiplex platform enables multiple analytes to be detected from one small sample. This enables rapid diagnosis and treatment plans by simultaneously testing for multiple biomarkers.

Strategic Vision

In-vitro diagnostics are a critical component of efforts to reduce global disease burden and their use is increasingly promoted by the WHO. With the right tools to diagnose infections, patients can benefit from medical interventions to achieve improved health outcomes.

Pictor’s goal is for the company’s multiplex platform to play an increasingly important role in achieving these outcomes through the development, manufacture and marketing of novel IVD products that meet the highest regulatory requirements.

Executive Management

Howard Moore


Graduating from Massey University with a Bachelor of Food Technology, Howard’s early career emerged as a driving force in the New Zealand dairy with NZ Co-op Dairy Co, Alfa Laval, NZ Dairy Board and Kiwi Dairies. He enabled commitments to invest $150 million in an ag-biotechnology start-up company; ViaLactia and with the late Professor Ross Clark co-founded Tercica, an Auckland start-up company which relocated to the USA, in-licensed and then had IGF-1 approved as a drug and achieved a listing for Tercica on NASDAQ. Howard then returned to New Zealand and became Executive Director for Direct Capital’s $100 million life sciences fund, BioPacificVentures and he then spent 6 years working in the dairy industry in China, prior to joining Pictor as CEO. His career has been hallmarked by fund raising, commercialising technology, developing early stage companies, and sales and marketing.

Dr Richard Janeczko


Dr. Richard Janeczko is the Chief Technology Officer at Pictor and resides in the USA.  He holds a PhD in Biochemistry from the University of Alberta and a BSc in Microbiology from Strathclyde University.  He is a member of several professional organisations and institutions. 

As a 25-year veteran of the in-vitro diagnostics industry, specializing in the marketing and management of molecular and sequencing assays, proteomics, companion diagnostics, and personalized medicine, Richard is a strong advocate of health economics as the key driver for new technology adoption in a global healthcare reform environment. In 2013 he formed DxEconomix to provide unique IVD marketing services based on system-wide economic impact of diagnostics and value-based pricing and has extensive experience in health economics, clinical sciences, and health technology assessment and adoption in multiple markets including USA, Canada and Europe.

Dr. Janeczko has served as VP Emerging Markets and Technology at Luminex Corporation, as EVP Business Development and CSO at Tm Bioscience Inc., and as CEO of General Synthesis and Diagnostics.

Sanjay Chakraborty

Global Sales & Marketing Director

Sanjay is an astute sales, marketing and business development professional with 22 years of rich experience in healthcare business, medical equipment, clinical diagnostics and medical devices with a wide global business expertise in 4 continents viz. Indian sub-continent, Asia, Middle East, Europe and South America.

A passionate and dedicated business professional determined to take business to the next level and work relentlessly on strategies to build business from scratch and establish the brand image of an organisation, he has worked with various large American, European and Indian multinational organisations such as Siemens, Godrej Industries, Depuy Synthes (Johnson & Johnson), ConvaTec, Meril Life Sciences in India and Internationally through wholly owned subsidiaries.

Sanjay is an electronics and telecommunication engineer with a PGDBA in marketing management and has successfully completed Executive Management programs in General Management from IIT Bombay and Strategies in International Business from Indian Institute of Foreign Trade, New Delhi.

Dr Tadd Lazarus

Chief Medical Officer

Dr Lazarus, who is based in San Diego, California and Austin, Texas, brings extensive experience as a Medical Director and Chief Medical Officer in the biotechnology and in vitro diagnostic (IVD) industries. He has special interests and expertise in medical diagnostics, molecular biology, medical marketing, companion diagnostics, reimbursement and regulatory affairs.

With 23 years of clinical diagnostics experience, Dr Lazarus is enthusiastic about the potential for Pictor’s novel COVID-19 antibody diagnostic making a major contribution in the battle against the COVID-19 pandemic.

Dr Lazarus began focussing on the IVD sector after serving as the Medical Director of the St. Vincent’s Hospital HIV/AIDS Ambulatory Care Programs.  He spent more than 12 years as North American Medical Director for Roche Diagnostics (US), focused on routinising molecular diagnostics in the care of patients with infectious diseases, with a focus on HIV/AIDS and Viral Hepatitis.  As Chief Medical Officer at Gen-Probe, now Hologic, Dr Lazarus designed a portfolio of viral infectious diseases assays that are both highly differentiated and globally accepted.  As Chief Medical Officer of QIAGEN, he made significant progress on Capitol Hill with regards to appropriate reimbursement for FDA-approved oncology companion diagnostics.

Dr Lazarus has continued his work in oncology diagnostics for non-small cell lung cancer as well as colorectal cancer.

Board Of Directors

Maxine Simmons, CNZM, MSc(Hons), CMInstD


Maxine is an experienced entrepreneur, company leader and director, having been actively involved in start-up and expansion stage private company development in New Zealand for more than 30 years.

She founded one of New Zealand’s first biotechnology companies, growing that into a significant biotechnology export business as acknowledged by the NZ Biotechnology industry in awarding her a Distinguished New Zealand Biotechnologist Award in 2000.

Among numerous influential government appointed and industry roles, she was a founding director of Industry New Zealand (now New Zealand Trade and Enterprise); a director of the Foundation for Research, Science and Technology; Director of Industrial Research Ltd prior to it becoming Callaghan Innovation; Chair of the NZ biotechnology industry organization, NZBIO and represented New Zealand on the APEC Business Advisory Council from 2010 to 2014.

Having since established biotechnology consulting company, BioCatalyst, which advises early stage biotechnology ventures on commercialisation and capital raising. Maxine serves as Executive Director for Cure Kids Ventures, a seed and early stage investment fund that invests in the commercialisation of healthcare innovations with potential to benefit child health.

Currently, Maxine is on the board of the Maurice Wilkins Centre for Molecular BioDiscovery, is an advisory board member of the MedTech Core and director of a number of private companies.

Maxine holds a Master of Science degree in biological sciences from the University of Auckland, is a chartered member of the NZ Institute of Directors and was recently appointed a Companion of the New Zealand Order of Merit for her services to science, particularly biotechnology.

Dr. Lee Mathias, DHSc, ONZM


Lee has a wealth of private and public healthcare experience. She has worked in the health services sector for over forty years, as a clinician, a business owner, a consultant, an educator, and as a board director. She has made an invaluable contribution to midwifery and maternity care in New Zealand, and utilized her considerable entrepreneurial skills to build successful businesses and enhance the governance of many leading organizations. Dr Lee Mathias was made an Officer of the New Zealand Order of Merit, and is a Chartered Fellow Institute of Directors in New Zealand.

Lee currently Chairs Medicines NZ and the Health Promotion Agency and is a Director of Pictor Limited, Health Alliance NZ Ltd, the Health Innovation Hub and a board member of ADHB.

Paul Kinnon


Has held leadership positions with Transgenomic Inc., Arch Global Research, ZyGEM Corp., Thermo Fisher (Life Technologies), Guava Technologies and Cellomics.

As President and CEO at Transgenomic, he was responsible for restructuring the Company via M&A activity; divesting two major business units and two product lines generating ~$10 million in non-dilutive funding while significantly reducing losses; maintaining NASDAQ status for over three years; while restructuring the company, and strategically changing its direction.

He has a proven track record for transforming organizations large and small while driving commercial success and growth; broad experience in leadership, capital fund raising, M&A business development, commercial organizations, technology and product development in multiple sectors (oncology, discovery, clinical diagnostics, clinical development and platform development); as well as developing and implementing novel and successful commercial launches, with strong mentoring and exceptional organization/leadership skills and global industry wide network of personal and business contacts.

Champak Mehta


With formal training in the medical sciences, economics and business, Champak is a former physiology lecturer and NZ Army officer. He joined Fonterra in early 2003 and spent nearly 9 years with them, gaining extensive experience in strategy, business development and general management in a variety of roles in NZ, the US and Singapore.

As an early member of the Fonterra Strategy Team, he worked on several large-scale projects including the Shareholder Services Strategy, the Fonterra Product Mix Review and the Fonterra Strategy Refresh before moving onto the New Ventures Team based in Harrisburg, Pennsylvania. In his last role, he was based in Singapore for 5 years as the Regional Manager, Asia-Pacific for DFE, the joint venture between Fonterra and Friesland Campina in the pharmaceutical lactose space.

In mid- 2011, after having spent the bulk of Fonterra career offshore, he and his wife returned to NZ, where he worked briefly in a senior management role at The University of Auckland before re-entering the primary sector as the inaugural CEO of Potatoes NZ Inc. in January 2013, a position he held for nearly 3 years. Champak was the co-owner of a large multi-office real estate business in Auckland for the past 2 years. Over this period, he and his business partner turned the business around, increasing EBIT by over 25% and establishing themselves as market leaders in 4 of their 5 locations.

Born and bred in Taranaki, Champak currently resides in Auckland.

Danny Chan


Danny is an experienced director with extensive accounting, finance and investment management and education experience. He holds a number of directorships with companies including Marlborough Wines Estate as well as numerous companies associated with his private investments both in New Zealand and Asia. 

He is a member of the NZ China Executive Advisory Council and was a member of the Department of Prime Minister and Cabinet – China Project Advisory Group and has also served as a member of the NZ Markets Disciplinary Tribunal

Jamie Platt


Jamie is a recognized leader with demonstrated success in leveraging existing and emerging technologies with cultivated strategic alliances to develop and commercialize highly effective product portfolios across matrixed multi-functional and global markets.

Currently Jamie is the CEO of BRIDGenomics and the COO of Inivata.