HIMALAYA Drug Company, the producer of leading household brands such as Liv.52 and Ayurvedic Concepts, has decided to unify all its offerings under the single, global brand 'Himalaya'.

This marks a significant step in the company's efforts to emerge as one of the world's leading herbal, healthcare brands. "The global medical consumer fraternity is fast realizing the limitations of the present mainstream healthcare system. The herbal healthcare market worldwide is estimated at $50 billion. Since we have various products under different brand names, a critical step in our globalisation drive is to bring together all our products under one brand umbrella," Mr. Ravi Prasad, President & CEO, Himalaya Drug Company, said.

Himalaya has floated marketing joint ventures in 14 countries across the world, and is likely to add three more in the next 12 months. This covers markets in North and South America, Africa, Eastern Europe, the CIS and the East Asia. The company will set up an offshore manufacturing facility, probably in West Asia, very soon. It is also expecting some landmark changes in US laws, which currently allow Himalaya to sell its products only as dietary supplements. "The US is now reviewing whether we can display our therapeutic claims. If it happens, the European Union is expected to follow, opening up major opportunities," Mr. Prasad said.

The company is expected to close this financial year with a turnover in the region of Rs. 250 crore and plans to take it to Rs. 500 crore in the next five years.