A STUDY ON HIMALAYA DRUG COMPANY.

Panchami P.N. Chaithra Shree L, Pratheeka.

IInd year MBA
College of management and commerce, Srinivas University, Mangalore, Karnataka, India.
Email: panchamipn6@gmail.com chaithra695@gmail.com,pratheekaputhran23@gmail.com,

ABSTRACT
The Himalaya Drug Company is an Indian Company established by M Manal in 1930 and based
in Bangalore, Karnataka, India. It produces health care products in the name Himalaya Herbal
Healthcare whose products include ayurvedic ingredients. It is spread across locations in India.
United States, Middle East, Asia, Europe and Oceania. While its products are sold in 106
countries across the world. Himalaya Global Holdings Ltd. (HGH), is the parent of the of the
Himalaya Drug Company worldwide. It is also the global headquarters of all Himalaya
subsidiaries. Himalaya Herbal Healthcare has a very wide range of products, which include
“pharmaceuticals, personal care, baby care, well-being, nutrition and animal health products.”
The Neem Face Wash is one of their most popular and well known products. Mother care
products have been launched in 2016. Since its inception, the company has focused on
developing safe, natural and innovative remedies that will help people lead richer, healthier lives.
Today, Himalaya products have been endorsed by 300,000 doctors around the globe and
consumers in 67 countries rely on Himalaya for their health and personal care needs.
Researching Ayurveda and capturing its benefits in formulations, has been the hallmark of
Ayurveda at Himalaya. Using modern research methodology and manufacturing practice,
Himalaya has made available to people all over the world, an alternative method of treatment,
which has no known side effects. Himalaya's headquarters is in Bangalore, Karnataka. Himalaya
has a revenue of $358.5M, and 6,200 employees. Himalaya's main competitors are Patanjali
Ayurveda, Dabur India and Emami. In this paper we will study the various Himalaya products
and their operations, growth, success, strategies and the competitors.
Keywords: Himalaya product, Ayurveda, Market, personal Care, Research, Strategies.

1. INTRODUCTION:
Himalaya's story began 90 years ago when Mr. M Manal, the founder, saw a villager in Burma
pacify a restless elephant by feeding it the root of the plant, Rauwolfia serpentina. Fascinated by
the plant's effect on elephants he had it scientifically tested. After researching the herb, Serpina,
the world's first natural anti-hypertensive drug was launched in 1934. There has been no looking
back. In 1955, Himalaya introduced a liver formulation that ensures optimum liver function. The
product soon became one of the world's top selling herbal medicines. This success set Himalaya
on a growth path, which has continued to date. Tracing its beginnings to a curious mind of a
visionary with only a hand-cranked tableting machine as capital, Himalaya now has the capacity
to churn out over 10 million tablets a day with 28 units sold every second. Gradually building its
equity in scientifically researched natural products, Himalaya expanded its portfolio from
pharmaceuticals to personal care, well-being and animal health, evolving into a 'head-to-heel'
herbal healthcare company. Innovative research by Himalaya's Research center has converted
Ayurveda's herbal tradition into a complete range of proprietary formulations dedicated to
healthy living and longevity. This legacy of researching nature forms the foundation of the
company.
In today’s world the Himalaya brand is identical with safe and effective herbal healthcare.

2. COMPANY PROFILE:
The Himalayan Drug Company is located in Bangalore Rural, Karnataka, India and is part of the
Pharmaceutical Manufacturing Industry. The Company has 1,000 total employees across all of
its locations and generates 244.52 million in sales (USD). There are 41 companies in the
Himalayan Drug Company’s corporate family. It Produces health care products under the name
Himalaya Herbal Healthcare whose products include ayurvedic ingredients. It is spread across
locations in India. United States, Middle East, Asia. Europe and Oceania, while its products are
sold in 106 countries across the world. The Company has more than 290 researchers that utilize
ayurvedic herbs and minerals. A Hepatic drug, named is its flagship product, first introduced in
1955.
Himalaya Global Holdings Ltd.(HGH), is the parent of The Himalaya Drug Company
worldwide. It is also the global headquarters of all Himalaya subsidiaries. Himalaya Herbal
Healthcare has a very wide range of products, which include “pharmaceuticals, personal care,
baby care, well-being, nutrition and animal health products. The Neem Face wash is one of their
most popular and well known product. Mother care products have been launched in 2016 with
foray into extensive research and development in systems of ancient Ayurveda medicines of
India
The Himalaya Drugs produces, sells and circulates for your purchasers at India and universally.
It gives healing items to youngsters, ladies, men, and general wellbeing; Herbal and oral
consideration items; 6 Skin care items, skin care items, skin care items, skin care items, skin care
items, skin care items and dental cream. The organization offers hair care items, including hostile
hair dandruff hair creams, oils and shampoos; Protein conditioners are shampoos and hair
creams; Baldness creams, hair oils fall, and shampoos fall. Also, it gives skin, skin
inflammations, skin nourses, and teas;
MISSION AND VISION:
MISSION: Establish properties from trust and healthy life by acquiring Himalaya with science-
based, problem-solving, head-to-heel brand, nature of wealth. Developing worldwide markets
with a deep and long-term approach, and maintaining high ethical standards at every step.
VISION: “Bring wellness and joy to every home via herbal solutions based on science”
3. OBJECTIVES OF THE STUDY:
 To know the various products available in the industry and their operations.
 To recognize the growth chart of the company.
 To understand the potential competitors for the company.
4. AWARDS AND
RECOGNITION: 2017: Skin care
  Cleo Hall of Your World Beauty Award 2017: Exfoliating for readers - Himalaya
Herbals Purifying Fame 2017- Purifying Neem Scrub
 Health Watson Health and Beauty Award 2017- Neem Foaming Face Wash 150ml
Nominated for:
 Bestselling best herbal cleanser
2016: Ayurslim
 Health Watson Health and Beauty Award 2016: Best Selling Body Contour (Herbal)
 Award Unity Popular Choice Award (UPCA) 2016 - Supplement (Weight Control)
2015: Hair care
 Health Watson Health and Beauty Award 2015 - Best-Selling Hair Loss Cream
 Magazine Cosmopolitan Magazine: Cosmo Beauty Grand Prix 2015 Winner of the
most effective purifying shampoo: Himalaya Herbals Protein Shampoo
5. PRODUCT PROFILE: Pure Herbs, the pure and concentrated strength of a single herb in the
right measure, stimulate & improve body functions.
The actions of these extracts benefit the body, irrespective of the individual's body constitution,
state of health and metabolic functions. Everyone can benefit from the goodness of these herbs,
irrespective of age, sex, body type or other health related factors.
The Pure Herbs range comprises of the following:
 Amalaki: Useful in treating cough, cold, sore throat and respiratory tract infections. It
protects cells from free radical damage and is an excellent anti-oxidant.
 Arjuna: This herb improves blood circulation and is used as a tonic for the heart.
 Ashvagandha: Commonly known as Winter Cherry, this herb acts as an ant-stress
agent that imparts a sense of well-being and helps in coping with life's daily stresses.
 Brahmi: A well-known herb that helps in improving general alertness.
 Karela: Commonly known as Bitter Gourd, it is known to aid in the metabolism of
carbohydrates.
 Lasuna: Commonly referred to as Garlic, Lasuna helps in controlling the excess
conversion of lipids and cholesterol.
 Neem: A popular herb, Neem has anti-bacterial, anti-fungal and blood purifying
properties. It is very useful in skin disorders and helps maintain a healthy, beautiful
and glowing skin.
 Shuddha Guggulu: It regulates fat metabolism and helps remove excess cholesterol
from the body.
 Shallaki: This herb treats joint problems.
 Tagara: It has mild sedative properties, which are useful for insomnia and sleep
disorders.
 Triphala: A digestive aid compound and a bowel cleanser.
 Tulasi: It has anti-microbial and anti-inflammatory properties, and is useful in
respiratory tract infections like dry or wet cough, cold and sore throat.
5.1 DIVISIONS OF HIMALAYA: Himalaya's products can broadly be categorized into three
main divisions (ranges), viz:
 Pharma Division (Pharmaceutical)
 Zenith
 Liv 52
 Cystone
 Bonnisan Syrup
 Confido
 Tentext Forte
 Purim
 Geriforte tab. & syrup
 Zandra
 Zindel
 Zeal
 Zara
 Hospital Division
 Vet nary Division (Animal Health)
 Consumer Division (Personal Care)

PHARMACEUTICAL RANGE:
 Health maintenance
 Eye
 Cardiac and skin care
 Immune booster
 Cough control
MEDICINAL RANGE: The medicinal range of products carry the Himalayan hallmark of
researching Ayurveda and capturing its benefits in formulations. Using modern research
methodology and manufacturing practice, Himalaya has made available to people all over the
world, an alternate method of treatment, which has no known side effects.
The medicinal range comprises over 35 products and is broadly classified into four
categories viz:
 Children's Health
 Men's Health
 Women's Health
 General Health

Table No 1 Showing the Products Chemist Mostly Deal with:

Product %

Liv- 52 36
 Bonnisam 11

Cystone 25

Rumalaya
28
Forte

Selling

40
35
30

25

20 Selling

15
10

0
Liv- 52 Bonnisam Cystone Rumalaya Forte

Source: International Journal of Green Pharmacy (IJGP), 3(3).

Figure 1: Sales and Promotional Strategy of Himalaya Drug Company (2015)

OPERATION: Himalaya Drug Company was founded by M Manal in 1934 when he felt that
converting the unfriendly powders, mixes, and herbs into tablets can help people take up
Ayurveda. Later, when he validated Ayurveda with scientific research, the company also managed
to convince medical practitioners to prescribe their medicines, which helped them build their
credibility and improve their acceptability One of its flagship brands, Liv.52, has been a true
winner and has been on India’s top 10 OTC drugs’ list for a long time. They were pretty much a
pharmaceutical company till 2001 with 98% of revenue coming from that sector. Fifteen years
later, things definitely look a lot different. Personal care now contributes 45% to overall revenue,
pharma chips in 30%, its new divisions, baby care and wellness, bring in 17% and 4%
respectively, while animal health makes up for the balance. Its India operations alone brought
1,800 crore in 2015-16 and the company is present in over 90 countries across Europe, Middle
East, South Africa and South East Asia. It has four subsidiaries in Bengaluru, Singapore, Houston
and Dubai, which is its largest overseas market. While the company refuses to divulge its
consolidated revenue, the plan is to get to a billion dollars by 2020 with the Indian subsidiary
bringing just 50% of the estimated revenue target. Their new target for the Indian arm is to get to
3,400 crore by 2020, which they can achieve even by conservative growth estimate of 19%.
The company adopts third level of distribution channel. The manufacturer i.e. Himalaya Drug
Company sends the its product to the C&F of the respective state, which works as a broker between
the manufacturer and the whole seller. The whole seller meets the demand of retailer i.e. chemist
in the Pharma segment. Then in last the chemist fulfill the demand of the end consumer based on
the prescription generated by the doctors and on the basis of customer’s own wish.

MANUFACTURER BROKER WHOLESALER RETAILER CONSUMER

Figure 2: Showing the Distribution Channel

6. GROWTH OF THE COMPANY:

 1930- Himalaya opened its first office in the picturesque city of Dehradun at the foothills
of the Himalayas, in North India, hence the name. the building became a famous
landmark.
 1934- Himalaya launched Serpina, the world's first natural anti-hypertensive drug,
derived from Rauwolfia serpentina.
 1940- A Himalaya branded van, carrying advertisements of the products for haircare and
general health, is a good example of mobile branding.
 1955- In the year 1955 Liv.52 a hepato protective which became the Himalaya’s flagship
brand. Even after five decades later is has defied standard product cycles and continues to
be a top seller. In India it is the only herbal remedy to be ranked among the top ten best-
selling medicines.
 1975- Meraj Manal decided to move a part of Himalaya's manufacturing to Bengaluru,
India. An advanced manufacturing facility was set up in Bengaluru. This facility was one
of the first herbal manufacturing units in India to be granted a Good Manufacturing
Practices (GMP) certificate. In 1975, he decided it was time to take Himalaya beyond
Indian shores.
 1991- Himalaya set up a 70,000 square foot modern Research & Development (R&D)
center in Bengaluru, India. This center provided the infrastructure for advanced research
in herbal healthcare. Steadily, the R&D team expanded, and research, which forms the
core of Himalaya's product development philosophy, gained further momentum. Today,
the R&D center houses high-tech laboratories with over 200 research scientists working
on applying cutting-edge technology like nanotechnology and molecular biology to
research herbs.
 1994- Himalaya launched its range of Dietary Supplements in America. It marked the
beginning of a new era for Himalaya.
 1996- The growing demand for herbal and natural products in the U.S. led to the opening
of a full-fledged Himalaya office in Houston, Texas. Himalaya launched its therapeutic
range of products in the U.S. in a new avatar called the 'Care' range. Subsequently,
Himalaya opened offices in Dubai, Singapore, Riga and Johannesburg.
 1998- Himalaya formally launched a range of natural and safe drugs for commercial
livestock.
 1999- Himalaya entered the personal care space in India, launching a range of 20
personal care products under the brand 'Ayurvedic Concepts'.
 2000- Himalaya became the first Indian pharmaceutical company to be registered with
the Ministry of Health in the United Arab Emirates (UAE), launching our flagship
products Liv.52 and Cystone. They also became the first Indian company to have our
products at the prestigious Dubai Duty Free in 2004. In 2009, Himalaya was ranked
number one in the face wash category and as one of the top three brands in face masks
and scrubs.
 2001- They launched Himalaya pharmaceuticals in Kenya and Uganda. Two years later,
they introduced the personal care range in these countries along with South Africa and
Tanzania. Today, Himalaya has three offices in Africa - Johannesburg in South Africa,
Lagos in Nigeria and Cairo in Egypt, each servicing specific regions.
 2001- New Logo was launched and there was brand identity, be it pharmaceuticals,
shampoos, soaps, lotions, face washes, toothpastes, vet and pet products.
 2003- To provide customers internal wellness products, Himalaya launched a range of
single herb formulations called Pure Herbs. This range consists of 28 single herb
formulas of popular herbs in Ayurveda like Neem, Tulasi and Amalaki among others,
that help maintain overall good health. Himalaya received the ISO 9001:2000
certification for the design, manufacture and marketing of herbal healthcare products.
 2004- Himalaya entered the Babycare segment with a range of herbal personal care
products. Combining the wisdom of Ayurveda with modern science, the products offer
gentle, safe and effective care for babies. The organic toothpaste and body lotion were
featured in Whole Foods's top selling products. The toothpaste also won the 2013 Taste
for Life Personal Care Essentials Award.
 2006- Himalaya received the ISO 14001:2004 certification - the most recognized
standard, globally, for environment management. The certification is granted by National
Quality Assurance (NQA), UK's largest and longest established certification body. The
certificate is granted to organizations with the infrastructure, systems and trained
personnel to look after its surrounding environment, including the land, water, air and
communities residing around its facility.
 2006- In 2006, Himalaya Global Holdings Ltd. (HGH) was set up to separate family
ownership from the professional management of worldwide operational hubs, each
known as The Himalaya Drug Company.
 2009- Himalaya is the first herbal drug manufacturer in India to have received the GLP
certificate granted by the National GLP Compliance Monitoring Authority of India,
established by the Department of Science & Technology, Government of India. The
results of non-clinical chemical safety testing done by these facilities are accepted by all
OECD member countries.
 2010- Himalaya made 'Biodiversity Protection' an integral part of its corporate social
responsibility program. Himalaya launched its first concept 'Green Store'. Made from
ecofriendly materials, the store has a low carbon footprint. Maximum natural light from
glass panels, nontoxic paints and in-store units made from wood shavings are some of the
ways in which the carbon count has been reduced.
 2014- Further reinforce the international perspective of Himalaya's core DNA of being a
research driven organization, the company established Himalaya Global Research Centre
(HGRC) at Dubai Science Park. Dr. Rangesh, Chief Scientific Officer leads HGRC and
works closely with the Chairman to ensure that products developed at this facility reflect
the soul of Himalaya and showcase our founder's legacy of innovation.
 To further deepen the commitment to professionalization of management, Himalaya set
up two new companies - Himalaya Global Ltd. (HGL) and Himalaya Wellness (Cayman)
Ltd. (HWCL).
 2016- A new logo, 'Himalaya, since 1930', was introduced to create a unifying global
identity that communicates to the global consumer credibility and trust emphasizing a
simple and powerful message - 'We are Himalaya, a company with a rich legacy of over
85 years.'
 2017- Himalaya's biggest vertical is personal care contributing 42 % to total sales,
followed by pharmaceutical 32 per cent, babycare 15%, animal health 5 % and wellness
5%. They also launched 4 products and mothercare.
 2018- India cricket captain Virat Kohli and emerging wicket-keeper batsman Rishabh
Pant were named as new official brand ambassadors of the country's leading wellness
firm, the Himalaya Drug Company.
Revenue of Himalaya Company as per FY-2016:

Source: https://www.reviewsxp.com/blog/himalaya-products-list/

Fig 3 showing the revenue streams in the FY16

 Himalaya is Rs.1000 crore brand growing at 26% CAGR in India and 35% CAGR
internationally
 Himalaya’s products division, skincare is growing at 30-35% every year is the biggest
contributor, contributing 50% of the turnover.
KEY GROWTH DRIVERS OF THIS INDUSTRY:
There are various factors, which govern the growth of the medical and healthcare industry. Some
of the key factors are:
  Continuous investments in research & development has resulted in increased productivity
and better quality of drugs, medicines, medical instruments, hospital equipment, and
other medical supplies used in medical industry.

 Provides employment to large chunk of human population. United States of America has
the largest workforce i.e. one in every 11 US residents employed in the health care
business.
 Increased costs in the medical treatment in the developed nations have driven patients to
migrate to Asian countries.
 Rise in ailments among the ageing population especially in developed nations has led to
the increase in demand of variety of drugs or medicines.

Innovative techniques of drug discovery and drug development, new cures and treatments, gene
testing for insurance, genetic predictions of disease and related issue, human cloning and
reproductive technologies are the other key drivers of the medical industry.

7. VARIOUS COMPETITORS TO THE COMPANY: Himalaya Herbals generates $85.4K

in revenue per employee Himalaya Herbals's main competitors are Dabur India, HUL and
Zandu.

 Dabur India is Himalaya Herbals's #1 competitor. Dabur India's headquarters is in

Ghaziabad, Uttar Pradesh, and was founded in 1884. Dabur India competes in the
Household Products industry. Dabur India generates 368% of Himalaya Herbals's
revenue.
 HUL is one of Himalaya Herbals ‘top rivals. HUL was founded in Mumbai, Maharashtra
in 1956. HUL is in the Consumer Goods field. Compared to Himalaya Herbals, HUL
generates $5.5B more revenue.
 Zandu is one of Himalaya Herbals's top competitors. Zandu is a Private company that
was founded in 1974 in Kolkata, West Bengal. Zandu operates in the Health Care
Supplies industry. Compared to Himalaya Herbals, Zandu has 3,947 fewer employees.

COMPETITON OVERVIEW:
Table No 2 showing the competition with various companies:

Source:Marketing strategies slideshare.ravindra.choudhary(2016)

FUTURE PERSPECTIVE OF THE INDUSTRY

The future perspective of medical industry seems to be immensely bright and encouraging for
this industry in terms of the expected surge in global demand and upsurge in investments.
Several trends such as globalization, continuous investments in research and development, newer
techniques of drug development and discovery, product proliferation, mergers and acquisitions
are the key drivers of this industry.

Increasing corporatization of Private Healthcare in the backdrop of a growing and affluent

middle class is an emerging trend that has been pushing the growth of this industry. Health
Insurance and Medical Tourism are the other significant trends, which are governing the global
healthcare and medical industry. Most of the nations are now emphasizing on the accreditation of
medical professionals so as to ensure legitimacy of the services provided by them. Robust
advancement in the field of information technology will allow critical medical data to be
processed and transferred quickly over larger distances, thereby saving time of both the patients
and physicians in the speeding delivery of treatment.

8. COMPANY ANALYSIS OF HIMALAYA DRUG COMPANY:

8.1 SWOT Analysis

Strengths 1. Capacity in terms of its ideal location with dark air and very rich
soil in the Himalayan foothills.
2. It has research and development facilities
3. Known for its customer's needs through innovative and consumer
fit products.
4. It is known for fresh, high quality and healthy products.
5. Direct involvement of high level executives to establish quality
goals and policies, sharing resources and monitoring results.
Weaknesses 1. Higher Need for Work Capital.
2. Seasonal raw material
3.Pests can affect production and cause many problems.
Opportunities 1. Opportunities in the early issues of global markets
2. A pleasant demographic profile and changing lifestyle
3. Properties of other product categories in terms of diversification.
4. Opportunities and promotion opportunities are still inaccurate

Threats 1. The cost of further inventory

2. Good for global players planning to enter the market.
3. Financial instability and inflation in the country
PESTLE ANAYLIS OF HIMALAYA HERBALS:
 Political Factors: Himalaya Herbal is one of the leading brands in FMCG. The present
political climate is favorable to the growth of Ayurveda & Ayurvedic products. Company
is following various government initiatives like Make in India Campaign. Since then
there has been a growth in the products of Himalaya herbal thus we can say that the
political factors have played a big role in the development of Himalaya.
 Economic Factors: Increasing customer demand for natural products presents Ayurvedic
brand Himalaya many opportunities in FMCG space. The fact that personal care division
is growing at a rate of over 40% is a testimony that their marketing strategy is working
for a better future. Internationally Himalaya has been more successful- as the 35 percent
CAGR indicates some of important markets for the brand are US. Russia, South east Asia
and CIS countries among others.
 Social Factors: The people of India are becoming more health conscious of organic
products. There has been a rise in healthy FMCG products to 2284.4 US million. In 2016,
the growth of these health conscious products was acknowledged. The affordable price
also helps them to cover the whole market size. Emphasis on customer experience in the
company and by the company has created good word-of-mouth marketing and this has
generated good revenue. The product mix of a company like Himalaya Herbal is selected
based on country’s culture & consumer needs.
 Technological Factors: The Govt has created a favourable climate for Research and
Development in the country. Himalayan herbal company developed in-house R&D
facility in 1991 at Bangalore using which they are developing new products in an
Ayurvedic way. The Himalaya medicine company quietly launched a dental cream which
went on to attain quite a cult following. Himalaya is set to launch its range of flavoured
lip balms as well. The increasing technology has helped them establish this wide range.
 Legal Factors: Legal factors also influenced the development of the product that is why
it is important to work on the ethics and not use any illegal means to develop any
product. Medicine controller of India is supported to be the gatekeeper for specified
categories of medicines. Ministry of Ayush has introduced strict guidelines for ancient
codified Ayurvedic preparations. Food safety & standards Authority of India (FSSAI) is
regulator of herbal dietary supplements that have to be ingested. French certification
body ECOCERT also has an arm in India and certifies natural/ herbal products. US food
and medicine administration has imposed an import alert in 2015 on some of the personal
care products manufactured by Himalayan company at its facilities in Hyderabad,
Bengaluru Himachal Pradesh. The alert termed detention without physical examination of
unapproved new medicines promoted in the US.
 Environmental Factors: Himalaya Herbal is all about Ayurvedic and natural products
so it has to go through various environmental laws and policies that are applicable in their
processing of the products. The main problem which the company has to confront is
seasonal herbs and their locations, there are many herbs, which are unavailable in winter
season, autumn season or in summer season, so they it has to take care of their
seasonality before it starts their manufacturing. So the operations of these products
depends on these environmental factors.
9. SUGGESTIONS:
  Himalaya should organize campaign for general awareness of end consumers,
because the consumers demand for the medicines based on the suggestions and on
their own wish or knowledge
 Himalaya should organize free medical checkup camps over a fixed duration of time.
This will help in the fulfillment of corporate social responsibility. This will also help
in creating a brand image in the consumer’s mind.
 Himalaya should also target market in remote areas. Because in remote areas people
generally use medicines based on their own knowledge or on the Retailer suggestion.
 The executives should be always in touch with doctors who are not prescribing
Himalaya or, not the core doctors for the company. The executives should try to
motivate them by giving exiting gift to them or, having a facility of good commission
on sales made through them.
 Himalaya can organize camps in the school or colleges for the general awareness
about the Ayurveda. This will make people aware about the benefits of Himalaya and
motivate for the use of Ayurvedic medicines.
 Himalaya can sponsor the programmes which are directly related to doctors, or which
serves the doctors. This will motivate them and make them to feel good towards the
Himalaya. Ex- Lions club, Rotary club, etc.
 Himalaya should also enter in the surgical products. Because the demand of the
surgical products is increasing day by day. This will create a business base and
market opportunity for the Himalaya. The will surely get benefit of having a brand
name.
 Himalaya should also try to get opportunity in the general medicines, i.e. fever, pain,
etc. People having interest in Ayurveda will get a good option for themselves and
company will have a great customer base.
10. CONCLUSIONS: Himalaya Drug Company is the oldest Ayurvedic drug manufacturing
company in the India. It deals in both Pharma and FMCG (cosmetics) both. In the available
Pharma range Himalaya is the most reputed company.
Himalaya mainly beliefs and engage in ethical promotion to doctors. It helps executive to
motivate doctors for the prescription of Himalaya. It also helps executive to know the doctor’s
requirement in turn of prescribing the Himalaya. During the meeting they also become aware
about the competitor’s promotional strategy and the product available under their brand. Few
medicines are recognized as a very high seller at the chemist shop, ex- Liv-52, Cystone,
Rumalaya Forte, etc. Although there are several competitors for the company, the main
competitor for the organization is Dabur. The key ingredient of Himalaya success mix was
‘Innovation’. The company had been able to proficiently exploit all the dimensions of innovation
to provide attractive offerings to its target consumers. Innovation, in Himalaya, was manifested
right through the company’s vision of ‘all round wellness’ and its mission of ‘providing science-
based, head-to-heel solutions harnessing nature’s wealth’. Innovation, as a core strength, derived
Himalaya’ business philosophy and practice and could be visualized in its products, services,
processes and communications. Himalaya’s multi-thronged business approach stands validated
through its product and process innovation, creativity, customer-centricity, nurturing the best
talent, being venturesome and progressive, and keeping the company technology-updated.
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