After a comprehensive re-branding exercise, Himalaya Herbal Healthcare Company is now gearing up to increase re-call of the Himalaya brand through a renewed marketing thrust. Himalaya Herbal Healthcare is a well-know name in the field of ayurvedic drugs and has been gaining prominence with its range of cosmetics. In other words, the company is now getting ready to leverage the goodwill of its established products through a single brand name - Himalaya. "Consumers always knew the product, but they did not know that the name behind the products was Himalaya," Soumitro Banerjee, executive vice-president (consumer product division), Himalaya Herbal Healthcare Company, told ET.

The effort is towards popularizing the brand name, which will enable the company to have a focused family of consumers. "Our existing products-be they pharma products, animal health or simply pure herbal products or other consumer products- are already established names in the market," said Mr. Banerjee.

Himalaya's well-known brands include Liv.52, Diabecon, Bonnisan, Cystone, Gasex, Geriforte and Rumalaya, under its pharma range. These brands have immense equity and recall among consumers, built over the years. Liv.52, one of the oldest brands of the company, has already created history in international quarters. It was the first and perhaps the only Indian brand to have been approved by the department of healthcare, Switzerland, eight year ago. "And yet, few would have known that these are from Himalaya's stable," Mr. Banerjee said.

The company also plans to develop a regional focus far as its overall marketing strategy is concerned. Himalaya's regional strategy follows the success of its new consumer products, which account for nearly 16% of the company's entire business in just a year and half. "We are planning marketing inroads with unique events which enhance local reach," Mr. Banerjee said.