Top Story

e4m_logo.png

Home >> Marketing >> Article

New outfit to market Himalaya's herbal lifestyle products

05-May-2005
Font Size   16
New outfit to market Himalaya's herbal lifestyle products

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.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Meanwhile Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

Pankaj Belwariar, who recently resigned from the post of Vice President Marketing at Sakal Media Group, has now joined Rajasthan Patrika as the Head of Marketing in North and East region.

A look at Vivo’s ad campaign with their all-new brand ambassador Aamir Khan, which has fetched them a whopping 21 million views on YouTube