The contemporary dadima who popularised Ayurvedic Concepts' products with the yuppie segment is now going to be assisted by cricketers Yuvraj Singh and Zaheer Khan to promote the Himalaya Drug Company's latest product-offering - `Himalaya Chyavanaprasha'.
Enriched with honey and amla, a source of Vitamin C, the new product was launched in the Capital, on Tuesday and joins a Rs 350-crore strong domestic chyavanaprash segment, that already has active players such as Dabur, Zandu and Baidyanath.
With the tagline, Sehat ho ya Kaamyabi - No shortcuts, the product launch is going to be supported by a burst of advertising featuring the now popular daadima and the brand ambassadors, respectively.
The company has a one year contract with the two cricketers. Targeting kids, the product seeks to differentiate itself from the regular perception of chyavanaprash through its lighter colour and honey taste.
With long-distance runners such as Liv. 52 in its robust product portfolio, the Rs 250-crore company expects its latest product to corner 5 per cent of the market in its first year of operation.
The company also has about 18 retail outlets and plans to expand this to about 50 this year. Himalaya's product portfolio comprises personal-care products under the Ayurvedic Concepts brand, animal health products, single herb brands under the `Pure Herbs' brand and other well-known brands such as Liv 52, Bonnisan and Geriforte.