The Himalaya Drug Company is targeting tourist hot-spots across the country with its herbal-based Himalaya brand of personal care products. Apart from Goa and Kerala, cities such as Hardwar, Agra and Jaipur have been identified as places where the acceptance of the Himalaya brand is expected to be high with its ‘natural’ ingredients.

Herbal products

Philipe Haydon, CEO, The Himalaya Drug Company, said, “Foreign tourists know that India is the heartland of herbal research. Considering our brand is sold across 92 countries, they already know about our herbal products and look for them when they visit India. It makes sense to be present in such markets.”

Himalaya has been slowly building its shares in the face care category taking on the might of multinational brands. After becoming the largest single brand in the Rs 1,000-crore face wash category with 18 per cent value share, it now plans to achieve a similar feat in the relatively smaller Rs 300-crore face scrub and mask category.

“We want to consolidate our hold in the face care category, since we are leaders in face wash. Today, more than 50 per cent of our revenue comes from this category,” added Haydon. However, in other categories of face care such as packs and scrubs, the company has yet to emerge as a leader. Zydus Cadilla’s Everyuth holds 31 per cent value share in the category, followed by other brands such as Ponds and Lotus.

toothpaste category

The company will challenge itself in the Rs 7,000-crore toothpaste category dominated by multinational brands. “Unlike face care, it is going to be a hard-fought war in the toothpaste category. It will be no cakewalk for any new player trying to enter this sector,” said Haydon.

Purvita@thehindu.co.in

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Published on July 24, 2013