The Himalaya Drug Company has set the stage for accelerated growth through its women's health products. This is in an effort to address specific market opportunities. Strategies are drawn to focus on Tier I and Tier II cities along with the rural markets which are showing promising demand. There will also be a three-fold increase in sales force by July.
The company has also realigned its pharmaceutical business into four Strategic Business Units (SBUs): Zandra Zenith, Zindel and Zera. The SBUs will deal with different products and portfolio segmentation is based on doctor specialty.
Zandra will focus on gynaecologists, physicians, surgeons, orthopaedics, dermatologists. Zenith will target general practitioners, surgeons, paediatricians, ENT specialists. Zindel will cover lifestyle products, Pure Herbs and Baby Care prescribed by general physicians and paediatricians. Zera focuses on the rural market.
An increased focus on women health comes in to ensure their good health and safety. The company also has an all-inclusive product mix. From conditions like uterine care, to control of urinary tract infections and improved bone health, Zandra division has market penetration plans drawn-up to work closely with specialists. The key product focus will be on Menosan, Resto, Evecare, Lukol, Talekt, Renalka, Styplon, V Gel and Clarina cream. It has teamed up with Indian Menopause Society and also conducts regular bone density across India, Philipe Haydon, president & CEO, Pharmaceuticals, Asia-Pacific, The Himalaya Drug Company told Pharmabiz.
ORG-IMS December 2008 lists Himalaya as the 31st company in terms of value. The top performers are Liv-52, Bonnisan, Pilex, Septilin, Cystone and Tentex . Its flagship brand Liv-52 valued at Rs. 119 crore is the fifth leading brand in India after Corex by Pfizer, Voveran by Novartis, Phensedyl by Piramal Healthcare and Human Mixtard. However, company is reluctant to divulge turnover details.
Moreover, there are several brands within the therapeutic segment like Cystone, Rumalaya Forte among others which have tremendous growth potential. The SBUs will explore this potential and create success stories like Liv 52, added Haydon.
A comprehensive product portfolio supported by validated clinical trial data has helped Himalaya Drug Company to increase its rapport with medical doctors. In fact, it is competing in the space where leading multinationals like Pfizer, GSK and AstraZeneca products are being prescribed, he said.
With its range of 39 herbal formulations from pharmaceutical segment, the company has been able to create a dent in the modern medicine drug space. For instance Cystone and Pilex which are the fastest growing brands for Himalaya are being recommended by surgeons for post lithotripsy recurrence and hasten healing process in haemorrhoids respectively. Other notable prescriptions of the company include Liv-52, Gasex and Rumalaya Forte.
Considerable importance has been given to patient awareness through lucid information leaflets printed in 14 languages and placed at medical practitioner clinics across the country.
With 75 per cent of the earnings from the domestic market, the company has also built a solid presence in global markets of US, Europe, Middle East and CIS. In the South East Asian region, it is present in Singapore and Malaysia. Product registrations are on in Indonesia where it will scout for a contract manufacturer to address this market. By the year end it will be present in Philippines, Cambodia and Vietnam. The company's time-tested, top-quality drugs backed by clinical research reports that are an asset in the international arena and we hope to strike our success here, added Haydon.