The Rs 250-crore herbal healthcare company, Himalaya Herbal Healthcare today launched a range of concentrated herbs in capsule form under the brand name "Himalaya Pure Herbs".

The Pure Herbs is a range of 12 specially selected individual herbs that could be used individually to solve specific health problems and maintain general well being of the body. "The products tested scientifically and guaranteed for the highest quality and potency," said, Himalaya's General Manager for Pharma Marketing Philipe J Haydon. He told reporters here that the herbs were grown in the company farms and also selected plantations across the country. The cultivation process was essentially organic and modern extraction process have been adopted to ensure the benefit of the herb was consistent, he addded.

The company aims to sell Rs 15 crore worth of Pure Herbs this year and in five years the turnover was expected to touch Rs 100 crore, he said, adding that there were very few herbal healthcare producers in the organised herbal products market, which is worth Rs 4,200 crore in India.

The new herbal range launched today included Amalaki, an anti oxidant, Arjuna for blood circulation, Ashvagandha for anti stress, Brahmi for alertness, neem for skin care, Tulasi for cough and cold, Shallaki for joint pain, etc. The products are available over the counter without any prescription and priced in the range of Rs 45 to Rs 60 and the recommended dosage is one capsule each twice a day, Mr. Philipe said.

To coincide with the launch of Pure Herbs, the company is launching an ad campaign in select television channels like Start TV, Zee, Sony and Sun TV and print campaign in India Today, Reader's Digest, Grihashobha, etc, starting from tomorrow, he said. In a nutshell Himalaya Pure Herbs is a herb in a capsule with all its attendant benefits. The action of a herb works typically to eliminate excesses and counter deficiencies. The actions of these herbal extracts in a capsule form benefit the body, irrespective of the individual's body constitution, state of health.