The Bangalore-based Ayurvedic major Himalaya Drug Company has introduced 12 new products through its newly set up division, Himalaya Pure Herbs (HPH). The newly launched products, according to company sources, are formulated from specially selected individual herbs and will be sold in packs of 60 capsules each as OTC.

The new division, which is the fourth for the company (other three being pharma, animal health and research and development) has been launched with the objective of focussing in the pure herbal formulation segment. HPH will have a total of 29 products and remaining will be launched in a phased manner, said Philipe Haydon, general manager, Pharma marketing and Pure Herbs, Himalaya Drug Company.

"The Pure Herbs range has the concentrated potency that are scientifically tested and guaranteed for highest quality and efficacy, said Haydon. The range covers Amalaki (anti oxidant), Arjuna (blood circulation), Ashvaganda (anti stress) Bramhi (alertness), Karela (regulates metabolism) Lasuna (cholesterol protection) Neem (skin care), Shudda guggulu (lipid regulator), Shallaki (joint pain), Tagara (relaxant),Triphala (bowel cleanser) and Tulasi (cough and cold).

The herbs are either grown at the garden or sourced by the company. "We have a cutting-edge expertise to identify the well-defined pharmacological activities of herbs after undertaking experimental trails, toxicity tests and quality assessment for purity, he said. The scientific testing and modern extraction process adopted by Himalaya ensures the benefit of the herb, which is consistent with no batch-to-batch variation, he says.

In the first year of launch, the division hopes to garner sales to the tune of Rs. 15 crore and in the next five years, the company expects that the new division would have a turnover of Rs. 100 crore.

Currently in India, the market size of the herbal products is Rs. 4,500 crore and Himalaya has a share of Rs. 250 crore, with its entire range of products. The company is a now leader in herbal formulations and the other market players include Dabur and Charak.