Discounting any threat to its position in the Ayurvedic products market with the advent of consumer good major Hindustan Lever Limited into the field, the Himalaya Drug Company Limited expects a positive effect in the market with the presence of an organised player.

``The entry of an organised player will only help in the growth of the herbal healthcare market through increased awareness among consumers,'' said Soumitro Banerji, executive vice president, consumer products, The Himalaya Drug Company.

``In a sector dealing with the oldest system of medicine, where there are several unorganised manufacturers, the advent of an organised player with professional communication, will only have a positive effect,'' adds Banerji.

Although it claims that the confidence in Himalaya products among consumers will help counter competition from HLL with regard to specific products, Himalaya has been moved into action by increasing its thrust in the area of distribution.

Himalaya ultimately looks to its reputation to counter competition from HLL. ``We will continue to focus on the Himalaya brand name which has tremendous equity among customers and which has been built over the years with the help of quality products. The customer needs an assurance that the products are tested safe, with no side-effects and are of excellent quality,'' he said.

This, in fact will be the company's positioning in the wake of HLL's entry into the market. ``With over 72 years of experience in developing high quality pharmaceutical grade Ayurvedic products, we have not only won the trust of consumers but also doctors who have evaluated and prescribed our products,'' Banerji adds.

``Developing and manufacturing high-quality Ayurvedic products is an extremely complicated process requiring full-time attention and Himalaya has focussed its efforts to develop expertise in the field for over 72 years. This is a big asset as far as competition goes and this gives us the confidence that Himalaya will continue to be in the lead the herbal healthcare market,'' said Banerji.

Finally on pricing, Banerji said, ``The company's products, which combine the best traditional Ayurveda and modern science, are rich in content and high in quality. And this has been recognised by the consumer who continued to express faith in our products.''