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Himalaya rolls in new oral range HiOra

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Fresh feel: Mr Philipe Haydon, President and CEO, Pharmaceuiticals, The Himalaya Drug Company, at the launch of Himalaya HiOra range of Herbal oral care products in Bangalore on Thursday.
Fresh feel: Mr Philipe Haydon, President and CEO, Pharmaceuiticals, The Himalaya Drug Company, at the launch of Himalaya HiOra range of Herbal oral care products in Bangalore on Thursday.

Our Bureau

Bangalore, Dec. 16

Herbal healthcare major Himalaya has launched a new prescription-based (Rx) range of oral care products called HiOra.

It has lined up a new proprietary product for serious liver ailments for launch in January 2011, which would be a very big product for the company, said Mr Philipe Haydon, President and CEO - Pharmaceuticals, of the Bangalore-based Himalaya Drug Company. Currently, another hepatic drug, Liv.52, is its flagship.

The six oral care products, which include a toothpaste, two mouthwashes, ulcer gel, gum astringent and whitening agent, he said, should garner five per cent (around Rs 12.5 crore) of the total Rx oral care market of Rs 250 crore in the first year. An older herbal toothpaste brand will continue to exist.

Prices

The products are clinically proven, contain ayurvedic herbal ingredients with therapeutic value for common problems of teeth and mouth. They are priced between Rs 32 and Rs 80, Mr Haydon said at a media briefing on Thursday.

Though it will be available at general stores, Himalaya's retail outlets as well as pharmacies, “The range will be promoted through dentists and doctors, who we believe are key to educating people on good oral health and hygiene,” he said.

The pharma or therapeutic division that Mr Haydon heads includes 56 products and generates 60 per cent of the revenues of the closely held company, including exports. Its range includes Bonnisan, general health products and Pure Herbs brands targeting a variety of ailments.

Out of the Rs 4,500-crore fast-moving personal oral care market, Mr Haydon said the ethical or doctor-prescribed market was worth Rs 250 crore. This was growing at 21 per cent annually, indicating an increasing awareness of and spend in oral hygiene. HiOra was being registered in the Asia-Pacific region. HiOra would operate in segment that has Colgate Palmolive, Hindustan Unilever, Dabur in the FMCG area; and Dr Reddy's, Micro Labs, J&J, Warren Indoco, Mankind Pharma, Elder Pharma, Raptakos in the prescription space.

HiOra, which combines `Himalaya and oral care,' is said to be the first herbal range in the oral prescription segment.

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(This article was published in the Business Line print edition dated December 17, 2010)
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