After consolidating the domestic presence in the disinfectant and hand sanitizer segment with the recently launched 'Pure Hands,' a herbal disinfectant brand, the Bangalore-based Himalaya Drugs is also planning to reach out to the international market with this product by the end of the year.

According to Philipe J Haydon, business head, Pharmaceutical Division, The Himalaya Drugs, "As this product is comparatively low priced than the competitor brands, we have initiated a revolution in personal hygiene in India. The product is marketed through the ethical route to the end consumer. It is primarily positioned as an alternative and safe disinfectant to be used in healthcare set-ups and clinics. For the domestic use category, it is positioned an effective substitute for repeated washing during household chores because it prevents drying hands."

The advantages of this product is the better anti-microbial action, reduced infection rates, zero risk of recontamination and skin irritation. The unique features of the product are its powerful microbiological efficacy which is achieved within 30 seconds, moisturising effect and self drying gel, he added.

Though the company is much buoyant about the market response to the product, it declined to give the sales target set for the product in the first year. However, it stated that the product is set to create a novelty in the hand-hygiene segment as its key differentiators are the constituents by itself. The main ingredients of the product are Neem and Lemon that kills bacteria and render the hands germ free, and Hrivera (softening action), Dhanyaka (anti microbial & astringent properties) and Prasanna (rectified spirit).