In a major restructuring of its pharmaceutical division in the wake of the company's growing base, the herbal healthcare major Himalaya Drug Company has set up three strategic business units (SBUs): Zenith, Zandra and Zindel.

Himalaya Drug Company COO Philipe Haydon said, the restructuring has been necessitated by the company's growing product portfolio, which was getting unwieldy to be managed by a single division. Moreover, there are several brands within the therapeutic segments like Cystone, Rumalaya Forte and others, which have tremendous growth potential. The new SBUs will explore this potential and create success stories like Liv 52.

The SBUs will provide an equitable distribution of the marketing team. There will be an increase in the portfolio rationalization and with speciality based product promotion, the brand identity will become more clearly defined, Haydon said.

The three divisions will only focus on ethical promotion and will look portfolio segmentation based on doctor specialty. While Zenith is for general practitioners, surgeons, paediatricians and ENT specialists, Zandra will target gynaecologists, physicians, surgeons, orthopaedists and dermatologists. Zindel will address lifestyle products, pure herbs and baby care.
Himalaya is planning on doubling its doctor outreach. The herbal healthcare market is at a growing stage and there is need to educate our target consumers not only about the safety and efficacy of ayurveda, but also about the scientific research that goes into all Himalaya products. Proper information dissemination, especially to the doctors, will create top-of-mind awareness of the need and availability of our products. This in turn will benefit the consumers, informed Haydon.

The pharma restructuring is currently restricted to Himalaya's India business only. The restructuring is expected to bring an annual growth of 30 per cent to Zenith and Zandra and a 40 per cent growth to Zindel. The company is also looking at implementing a similar structure in the Russian market.

Ravi Prasad is the president and CEO of the Himalaya Drug Company, for its Indian operations. He will also serve as executive director, Himalaya Global Holdings Ltd (holding company) to oversee business interests worldwide.