The owners of Himalaya Drug Company have floated a new company for marketing and distribution of herbal lifestyle products.
Mr Humayun Farid, Vice-President (Marketing & Operations), said HerbalScience was an independent company that would outsource its R&D needs to Himalaya, which has a rich, 75-year ayurveda background.
The new company will start off with PartySmart, the preventive, single-dose pill for alcohol-induced hangover. This is a proprietary product of Himalaya which had test-marketed it through retail outlets three years ago.
Over the next 18 months, HerbalScience would focus on promoting PartySmart in the domestic market and later abroad on the peg of responsible drinking.
The print advertisements would be out shortly. During its initial days, Himalaya had done a brief promotion on Bangalore's FM radio, RadioCity. On the need for a new company to market the product, Mr Farid said, "PartySmart did not fit into Himalaya's therapeutic range of products." The product would be available at chemist stores and supermarkets and there are online plans; but it would not be sold at Himalaya's retail outlets.
An independent field force of 100 spread across the country was in place, he said. Until his new assignment, Mr Farid headed Himalaya's International Marketing division for 12 years.
With offices in Bangalore, India, Houston, Texas, Singapore and Dubai, HerbalScience is the brainchild of Mr Nabeel Manal, US-based grandson of Himalaya's founder.
Dr S.K. Mitra, Himalaya's ED-Research & Technical Services, said the formulation is based on extracts of six natural products including dates (kharjur), grapes, gooseberry and wild chicory. The product was put through clinical trials on 100 patients at four centres including Himalaya's R&D centre.