Bangalore-based herbal healthcare company, Himalaya Drugs, has embarked on a co-branding initiative with Discovery Channel for its pure herbs products.

Talking to ET, Mr. Philip Haydon, GM, pharma marketing & pure herbs, said "this is the first time that Himalaya is using Discovery Channel for its pure herbs range of products."

As part of the co-branding initiative, the company plans to run a series of infomercials on Discovery Channel. Infomercials are basically educational in nature and have a high knowledge quotient. Through these infomercials, Himalaya aims to educate the end consumer about the advantages of herbs in providing nutrition to the body and to stimulate and improve body functions.

"This is the first time that Himalaya is using the infomercials for its 'pure herbs' range of products. In the past, Himalaya had developed similar initiatives with Cartoon Network, branded - Healthy, Wealthy & Wise with Himalaya, for its consumer range of products," he revealed.

Talking about the benefits accruing to the company, Mr. Haydon said "Studies have shown that though herbs have been used intensively, the common man is not able to link a particular benefit of a herb to that of the herb itself. It is therefore important to educate the consumer on the source/benefit of herbs."

The company also has prepared a retail strategy once the infomercial goes on air. According to Mr. Haydon, "the main thrust is in the area of distribution expansion and we will continue to focus on it this year." Declining to disclose the money involved, Mr. Haydon said, "considerable investment has been made in the co-branded initiative with Discovery Channel."