Himalaya Drug

Company-
Branding Ayurveda
(Case Analysis)
Submitted by:
Abhishek Singh
Akanksha Singh
Aon Maniar
Ayantika Banerjee
Bhuvan Gupta

"I would like to see Himalaya as a trusted brand in every

household, symbolizing global leadership in herbal
healthcare."
- Meraj Manal, Chairman, Himalaya Drug Co., in June
2002
 IMPORTANT EVENTS IN
HDC HISTORY
• In 1930, M Manal visited Burma where he was highly
impressed to see the soothing effects of a herb ,Rauwolfia
Serpentina on restless elephants. This lead to the
establishment of the HDC as a partnership company.
• HDC launched SERPENIA in the year 1934,world’s first anti
hypertensive drug. LIV-52 was launched in 1955, which was
a hepato-protective medicine, and it became one of the
highest selling drugs.
• Karstein, a German pharmaceutical consultant joined the
company in 1960 and directed HDC’s attention to allopathic
medical practitioners. Thus, company increased its product
portfolio. HDC introduced popular drugs like Bonnisan,
Geriforte, et all during this period.
• In the year 1975, it established its first manufacturing plant
at Bangalore which later became its headquarters.
 CONTINUED..
• US Food and Drug Administration in the year 1996,
permitted herbal products in the dietary food supplement
market. HDC seized the opportunity and launched a range
of personal care products in the market under name
‘Himalaya’. It opened offices in Houston ,Texas.
• In 1998 Company launched its animal health product range
for commercial livestock.
• In 1999 launched personal care products under the name
‘Ayurvedic Concepts’.
• By 2002, HDC had started offering products in four
segments :-
1. Medicinal supplements.
2. Personal care products.
3. Pure herbs.
4. Animal health products.
 HDC Timeline

2002
Became
1998-99 prominent in
Commercial four segments
1975-96 livestock health
Bangalore HQ, care products,
1960 US Food and Himalaya
Drug launched as a
Focus on brand for
allopath Administration
Permission personal care
1930-34 products.
Establishment
of HDC,
Serpenia
launch
Architecture and Positioning of Brand-
Strategy, Creative, Media
HDC had to break away the consumer’s mindset that
Ayurveda had been developed by ‘Sadhus’, and that it was
a modern and scientific discipline

A three-pronged strategy was adopted by HDC to present

Ayurveda as a contemporary form of medicine:

3 Pronged Strategy

Stationed a
Tagline: Get on with consultant in every
your life Balanced Approach to
retail outlet and
bridge gap between
Brand Ambassador: made product
super-premium and
Double-Doctorate available at
middle level products
‘Dadima’ supermarket and
departmental stores
HDC CREATIVE MIX
• We shall discuss the creative mix of HDC in terms of all of
its PR Activities and Events
• The appeal of the double-doctorate and caring brand
ambassador ‘dadima’ was so great that GOWA (Guild of
Women Achievers) in association with HDC, launched the
Ayurvedic Concepts Lovable Grandma Contest.
• After HDC had gotten into retailing of its products, it placed
consultants at those locations to be able to provide better
knowledge to customers about its products and also
consult their queries
• DC also went in for co-branding initiative with Discovery
Channel for promoting Pure Herbs which telecasted a series
of infomercials on the channel.
 HDC MEDIA MIX
•HDC spent 120 million on campaigning for Ayurvedic
Concept and it received a very positive response

•Three TVCs were launched:

1. Health Capsule - Airplane - 60s
2. Digestive Capsule - Café - 50s
3. Hair Care - Card Shop - 45s

•For Himalaya Umbrella Branding it promoted the concept

on the website as-
‘our new brand identity communicates the very essence of
our company’
Umbrella Branding
• Immense popularity of Ayurvedic Concepts' as a brand was
posing a threat to the company's identity.
• Medical practitioners as well as consumers were reportedly
unaware about Himalaya being the mother brand of
Ayurvedic Concepts.
• This was done to unify the company products under a single
global image with which all consumers, local and global, could
identify with.
• As the company had to change its brand name from
“AYURVEDA” TO “HIMALAYA” introduction of new products
under the new name was necessary.
 Diversified Portfolio
• Rather than introducing new products, HDC decided to
consolidate its existing portfolio which included 39 products
under hair, skin, oral and health care products and company
decided to focus on shampoos and skin care products.
• In April 2001, HDC launched a new product portfolio under the
`Pure Herbs' brand, classified under the `Fast Moving Health
Goods' (FMHG) category.
• The portfolio comprised a range of 12 pure herbs, as `soft health'
products, with therapeutic claims sold as over-the-counter (OTC)
products in packs of 60 capsules each and priced between Rs. 49
and Rs. 60.
• By 2002, HDC was offering products in four segments— medicinal
supplements, personal care products, pure herbs and animal
health products.
• In the financial year 2000-01, the company's revenues amounted
to Rs. 2.5 billion and its operations were spread over 55 countries
around the world .
• Company sources expected revenues to reach Rs. 3 billion by
2002 and to Rs. 5 billion by 2004.
Future Prospects of HDC
• The future prospects of HDC are prominent and bright.
• HDC is not much worried by domestic as well as foreign
players.
• HDC focuses strongly on research led product development to
emerge as a “Global Leader” in the herbal healthcare industry.
• The herbs used by HDC are of better quality.
• HDC has developed a unique technique over the last 3
decades to manufacture their products with quality and
consistency.