The latest edition of the book ‘Marketing Management- A South Asian Perspective’, by marketing guru, Philip Kotler et al cites Himalaya under its section on ‘Niche Marketing’. The author comments, ‘By focusing on Ayurvedic medicines and health supplements, Himalaya Herbal Healthcare serves a growing niche market.”

What is niche marketing? The authors explain, ‘ A niche is a more narrowly defined customer group seeking a distinctive mix of benefits..’ They further go on to elaborate that niche marketers understand their customers’ needs so well, that customers are willing to pay a premium for their products. Here, they highlight Himalaya’s presence as a Niche marketer in the Ayurvedic and natural products space, emphasizing the fact that ‘Himalaya Herbal Healthcare…specializes in Ayurvedic products for general health as well as for specific therapeutic requirements..’

Himalaya’s mission is to offer the health-conscious consumer, a range of herbal healthcare and personal care products which are safe and efficacious. Even within the personal care range we are moving towards specialized, problem-solution based skin care and hair care. This has resulted in research for specific problems like hair loss and in the development of innovative products like HairLoss Cream, which is clinically proven to reduce hairloss by at least 20% within 2 weeks.