The Rs. 1,800 crore Himalaya Drug Company is steering its growth prospects in the wellness segment with single herb formulations. The current trend on preventive healthcare has led the company to set up wellness zones across India. These zones will serve as a one-stop point wherein the in-store advisors will share vital information on the products and disease prevention. The company is gearing up to generate Rs. 100 crore ending March 2017.
The company has already initiated 3,000 wellness zones across retail outlets within a dedicated area. It has devised a comprehensive plan to start well zones within its 165 Himalaya Stores. Currently, Pure Herb range is in capsule form and has around four of these as syrup. Himalaya is looking to consolidate the doctor prescription and increase its sales team to foray into new markets.
Pure herbs range harnesses the potential of a single herb. Taken as daily supplements also helps build immunity, prevent disease and maintain overall good health. The company is already marketing syrups for Shatavari, Trikatu, Triphala and Tulasi. It will now launch Brahmi, Vasaka and Neem as syrups.
“The wellness division was created to cater to the concept of ‘prevention better than cure’. We felt that this new class of consumers deserved a special category of products to help with their overall wellness. The wellness portfolio includes internal and topical wellness products from single herb formulations, or ‘pure herbs’, along with therapeutic massage oils, balms and creams,” Sudheer Srinivas, general manager- marketing-Wellness Division, Himalaya told Pharmabiz.
Ashwagandha, Neem, Karela, Shallaki, Brahmi are some of our fastest growing Pure Herbs brands registering impressive sales and specifically for the domestic market. The demand is largely from the northern and eastern states with southern and western stores indicating considerable interest, he added.
“Pure herbs is key to our growth strategy. Going forward the future efforts are to maximize the existing relationships with doctors and pharmacies to promote new range of products,” said Srinivas.
There is an increasing trend in the consumption of Pure Herbs as consumers have begun to rely on Pure Herbs for chronic dermatological conditions, stress, arthritis and metabolic disorders like diabetes and weigh gain.
The opportunities ensuing from Pure Herbs range overweigh the challenges. The limited prescription support from allopathic doctors due to Indian Medical Association guidelines is a major issue. We are overcoming it by showcasing the research strength of Himalaya and doctors have been convinced with our quality and therapeutic claims, he said.