The Himalaya Drug Company, the leading herbal healthcare company, which has recently moved its major operations from Delhi to Bangalore, has chalked out ambitious plans to go global with offshore manufacturing facilities in the US and Europe through transfer of technology.

Towards this aim, the company has brought all its products under one unified global brand "Himalaya".

In the run-up to make its presence strong and reach out to global customers, Himalaya has already set up offices in the US and UAE. It has also formed marketing joint ventures with leading healthcare companies in Africa, Europe and South America.

Himalaya has already set up an offshore manufacturing unit which will commence production in UAE, which will initially produce seven of healthcare and personal care products, Mr. Ravi Prasad, President and CEO, said.

"We have transferred the know-how to a local pharmaceutical company in the UAE for manufacturing some of our products so as to eliminate transit delays in exports and minimize freight costs. This facility will take care of marketing our products in the entire Gulf region," Mr. Prasad said, but declined to reveal the company's name, nor the amount of investment that has gone into for setting up the operations.

Unveiling its global business strategy at a press conference, here today, he said the company aims to double its turnover from Rs. 250 crore projected in the current year (2001-02) to Rs.500 crore in the next five years.

Last year (2000-01) it reported Rs. 200 crore. It aims to increase its export turnover from the present 12 per cent to 50 per cent by 2007. By next year it will have JVs in about 17 countries including East Europe, Africa, South America and Far East.

According to Mr. Prasad, the global market for herbal healthcare is estimated at $50 billion.
"While the potential is immense, India has a long way to go for promoting its brand of herbal (read Ayurveda) healthcare products as the country's entire share of this global market is not even $1 billion currently. Our global plan is to first promote the alternative system of medicine and its concepts by aggressively marketing our various products and build volumes to begin manufacturing in the respective geographic regions for reducitng overheads, including freight and input costs'" Mr. Prasad stated.

According to Mr. S.M. Mitra, executive director, medical practitioners and consumers who earlier looked at the herbal system of healthcare as "alternative", are now beginning to integrate it into their mainstream system as "complementary." Liv.52, one of Himalaya's best selling brands has already created history in international markets. It is the only Indian brand to have been approved by the Swiss Department of health care, Switzerland eight years ago.

He said the company is looking at outsourcing some of the products from companies in Bangalore, who have adopted good manufacturing practices. With the largest tablet coating facility in the country, Himalaya manufactures over 10 million tablets per day, operating in two shifts in five days a week. It also claims that "for every one-third on a second, a Himalaya product is bought somewhere in the world."

As part of its global initiatives, Himalaya plans to develop pharmaceutical grade speciality health and personal care products and expand global presence and direct participation in marketing. It also aims to conduct clinical research globally and select partners to cover broad distribution channels and transfer of technology.

-Sets up offices in the US and UAE.

-Forms marketing joint ventures with leading healthcare companies in Africa, Europe and South America.

-Transfers know-how to a local pharmaceutical company in the UAE for manufacturing some products to eliminate transit delays in exports and minimize freight costs.

-Aims to double turnover from Rs. 250 crore projected in the current year (2001-02) to Rs. 500 crore in the next years.

-Plans to increase its export turnover from the present 12 per cent to 50 per cent by 2007.

-By 2002, it will have joint ventures in about 17 countries including East Europe, Africa, South America and Far East.