The Rs 350-crore Himalaya Drug Company, known widely for its herbal healthcare products, has made a foray into the Baby Care category with a 100 percent herbal actives range. The Himalaya Baby Care range consists of seven products, namely, moisturizing baby soap, baby powder, baby lotion, gentle baby shampoo, nourishing baby oil, baby cream and diaper rash cream. The price range for these products varies from Rs 24 to Rs 74 with features like 100 per cent safety, 100 per cent herbal actives, dermatologically safe, therapeutic benefits and active herbal ingredients.
When asked about competition in the market, Soumitro Banerji, Business Head, Personal Care Division, The Himalaya Drug Company, said, "Consumers so far had no other option. Besides, market surveys indicated a ready willingness among consumers to experience a brand of repute in the herbal category. We have time and again received feedback to introduce products for baby care and, like our other products, we are sure that the Himalaya Baby Care range will win consumer confidence."
Elaborating on the two-phased marketing strategy, Banerji said, “The first phase from November 14 till March next year will focus on promotion and below-the-line activities in top 30 cities of the country at maternity homes and paediatric clinics. In phase two, from April 2005 onwards, we will take up multimedia advertising including print and television.”
Enumerating the R&D efforts, Dr. S. K. Mitra, Executive Director - Research & Technical Services, said, "The Himalaya Baby Care range has been supported by superior process development techniques to ensure that the products deliver measured efficacy and at the same time are mild on a baby's skin. The entire range has been produced and developed with utmost care and attention after seven years of extensive research."