The Himalaya Drug Company's animal health division's has chalked out a strategy to continue to garner a fair share from the competitive and unorganised animal health market which is witnessing a value-growth in terms of quality product performance. In 2002, the company's animal health division registered a 40-45 percent growth rate. It hopes to maintain a vertical sales curve for the next five years and continue to grow four to five times higher than animal health product market in India.
The strategy by the company was to realign its brands and help the existing field force double the sales targets which was possible only because of the proven efficacy, quality and consistent research and development efforts to improve the effectiveness of the products for livestock and poultry, Praveen Kala, head, business development, Animal Health division, The Himalaya Drug Company, told Pharmabiz.com in a telephonic interview.
The seven-decade-old company extended its expertise to introduce natural therapies for animal health care by opening the animal health division in July 1998 mainly to control the disease and improve the health of animals (livestock and poultry).
In February 2000, it launched the Companion Animal Products (pets) with products like Liv-52 Vet, Digyton- digestive stimulant, Immunol- an immuno modulator, Erina- an anti bacterial, anti dandruff and anti puritic, deodrant, Anxol- memory enhancer, Regurin- an anti oxidant, Canispep- an anti fungal cream and Nefrotec- a diuretic.
Today, all the 16 products in the animal health range are much-sought- after with Liv -52 Protec (growth promoter and performance enhancer for livestock), being rated among the top ten national brands in the animal health care product profile.
The other products of the company in the commercial livestock (Cattle, Buffaloes, Horses, Camels, Calves, Pigs, Foals, Sheep & Goats) range are Gastricare Vet - an appetite stimulant, Inflamin Vet- topical inflammatory cream, Liv52 Vet- hepatato protective metabolic stimulant, Rumalaya Vet- anti arthritic cream. Styplon Vet- a rapid acting styptic, Speman Vet- to promote semen quality, Tentex forte Vet- a powder to improve the stud performance, and Scavon Vet-a broad-spectrum topical dermatology cream.
The products have performed well in Punjab, Uttar Pradesh, Bihar, Maharashtra, Tamil Nadu, Kerala, Karnataka, and Andhra Pradesh. However, no sales figures were disclosed as a part of the company policy.
The main competitors for the company are Dabur, Natural Remedies and Indian Herbs apart from players in the non-ayurveda segment dealing with animal health products, said Praveen Kala.
In India, there is a huge demand for the animal health care products and of the pharmaceutical companies have set apart 15-20 percent of their production for the herbal products in the animal health care segment. "Veterinary specialists need an effective product for treating animals and it is proved that herbal formulations are highly preferred," he noted.
What set Himalaya's animal health care products way ahead of the other formulations in the market is the research and development efforts. Veterinarians have appreciated Ayurvedic products such as boluses in blister forms available for the first time in the veterinary industry and the decade-long research that has gone into each product. Giving an example of Scavon skin ointment used for infection, Praveen Kala explained that because of its 45-50 seconds absorption level on the affected area it allows the animal to benefit fast absorption application.
Despite the animal health range is listed in the premium category because of its pricing yet it is affordable in the market, said Praveen Kala.
In the area of exports, the products have been recognised abroad though it is presently marketed in only two countries- United Kingdom and Malaysia where it is registered for exports. Shortly, it will be entering Philippines, said KG Ramu, manager, International marketing, The Himalaya Drug Company.