Pliva d.o.o. is a Croatian pharmaceutical company, based in Zagreb, Croatia. They are one of the world's largest producers of generic Adderall, and have seen drastic increases in revenue with an increasing number of patients being diagnosed with Attention Deficit Disorder (ADD). It is the largest pharmaceutical company in Southern Europe, and Croatia's third largest exporter. Pliva has recently recast itself as a generic pharmaceutical company leaving its proprietary business behind.
Pliva was purchased in December 2008 by the international pharmaceutical company Teva Pharmaceuticals, and operates as part of the Teva Active Pharmaceutical Ingredients (TAPI) division.
Pliva is relatively small river in central parts of Bosnia and Herzegovina, however one of the most significant in terms of natural, cultural and historical heritage and value as a natural rarity. For hundreds of years this region was the ultimate stronghold of the Bosnian Kingdom, with town of Jajce as permanent seat of the last kings of Bosnian Kingdom. The entire region of Jajce is rich in natural heritage that cannot be viewed in isolation from the built heritage. In Jajce, these two components are closely intermingled.