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Bangalore , Dec. 12

THE four-year-old Ayurvedic Concepts has a new look and will now sport the universal Himalaya Herbals brand name.

The Himalaya Drug Company (HDC) has rejigged its personal care range of 30-odd products in the country and brought it into its global brand fold. It said this was a move away from the portfolio's honest but serious appearance to a trendy and appealing colour and design.

The new look is contemporary, international and part of the global brand unification strategy of December 2001, said Mr Soumitro Banerji, Executive VP, Consumer Products and Business Head, Personal Care Division, HDC, at the re-launch of the portfolio in Bangalore today.

They come in flatter containers with uniform green top and are more competitively priced against other brands and come in smaller sizes than before. The prices of shampoos, for instance, could be lower by 5 per cent to 30 per cent than competitors, he said.

Mr Banerji said for the year 2003-04, the personal care range was expected to give a turnover of Rs 100 crore. For 2002-03, these products generated revenue of Rs 60 crore — or 20 per cent of the company's total turnover of Rs 300 crore — and have been growing at an annual rate of 50 per cent.

The personal care range includes products for the skin, hair, health and dental care. Himalaya has now introduced a few new variants in the skin and hair range. The range is already present in 25 international markets.

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