The Bangalore based Himalaya Drug Company's (HDC) consumer product division has entered the Rs. 720-crore fairness cream market led by biggies like Hindustan Lever, P&G and Dabur with an ayurvedic product. The company has introduced 'Himalaya Fairness Cream' , which is expected to tap 2 to 2.5 per cent of the total fairness cream market and bring in sales turnover of about Rs. 20 crore in the first year itself.

Speaking to The Financial Express, Mr. Soumitro Banerji, executive vice-president, Himalaya Consumer Products, said, "We initiated work on this product four-five years back, soon after the launch of Ayurvedic Concepts. There were constant enquiries from retailers and consumers of Ayurvedic Concepts on the company's idea of coming up with a fairness cream".

"HDC has already launched a multi media campaign for the product. More ads would follow in the print media including newspapers and magazines," Mr. Banerji said. The company has also come up with and extensive ad campaign running in the annual issue of a film glossy. "We are trying this innovative method of advertising where all the pages have footers running the line, 'Himalaya Fairness Cream presents Star Secrets', he added.

The company is planning outdoor ads and market -specific campaigns focusing on specific segments like colleges and women's clubs among others.

HDC is investing a fairly large amount of money on advertisements and communications considering the competition and the target market, Mr. Banerji said. "We are projecting ayurveda in a contemporary way by giving a modern image other than the traditional 'jadi-booti' model and advertisement has a major role to play here," he said.

Himalaya Fairness Cream is available in lamitubes of 25g and 50g priced at Rs 25 and Rs 46, respectively.

Mr. Banerji said the company has no plans to bring out any more new products. It would rather consolidate and improve its distribution and visibility this financial year.

The Consumer Product division with about 39 products posted a turnover of about Rs 40 crore in 2001-2002 in the domestic market which is expected to grow more than 100 per cent this year, Mr. Banerji added.