FOR DECADES, IT WAS KNOWN largely as a one-product wonder. The Rs.250-crore Himalaya Drug Company, had been riding on the growth and equity of Liv.52, which is among India's top 10 pharma brands. Hence, three years ago, the company flagged off Ayurvedic Concepts, an umbrella brand under which a host of new offerings were launched. That obviously didn't prove a good idea; today Ayurvedic Concepts, which was flagged off with much fanfare and a Rs.12-crore ad campaign, has gone out the window, and the company has decided to stick with good old Himalaya as the mother brand. "Since multiple brand identities create dissonance, we decided to bring all our brands under the Himalaya name. We believe this enables us to communicate our offerings more clearly," explains Ravi Prasad, 41, President and CEO, Himalaya Drug Company.

Prasad adds that the drive for a unified brand will also help in focusing on global markets. "Currently, only around 14 percent of our turnover comes from global sales, although we are present in 56 countries. The global market for herbal healthcare is estimated at $50 billion. We want a piece of the action. A global thrust requires a consolidated brand identity."

As part of its global push, Himalaya wants to register its products as herbal medicines, and not as dietary or food supplements, in European and American countries. A beginning has been made, with countries like Switzerland having approved Liv.52 as a herbal medicine.

Meanwhile, in the domestic market the company has launched a new range of 12 healthcare products under the "Himalaya Pure Herbs" range. Philipe J. Haydon, General Manager (Marketing), points out that herbs like Amla, Brahmi, Karela, Neem and Tulasi have been used for centuries as special foods and additives for the various benefits they confer. "But what we are offering is the concentrated goodness of herbs in capsule form. They are guaranteed for highest quality and potency." These new products are expected to fuel Himalaya's ambitions of doubling turnover to Rs.500 crore by 2005. That surely calls for a Himalayan effort.