At the Makali Himalaya Drug Company facility here, R&D is screening hundreds and thousands of herbs. Seventy scientists are working on cell lines for tropical diseases like malaria. Toxicity studies on cell lines followed by safety studies in humans and finally clinical trials will be conducted to find the right cure. The Rs 300 crore Himalaya Drug Company is simultaneously working on the third phase clinical trials for Respicare, a medicine for upper respiratory tract disorders. Respicare which is available in the US is now being brought to India, subject to various approvals.

Dr. S.K. Mitra, executive director research and technical services, said, "We are a hardcore pharma company. We will name Respicare differently in India, but it will be difficult to give it a timeline. Concurrently we are exploring the possibility of working on viruses in our virology department."

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The pharma company has transnational ambitions. The 73-year-old partnership firm has a unique management style. Chairman Manal's vision along with the four partners is to satisfy the consumer through soft healthcare offerings. The clearcut credo being that Himalaya should provide validated and researched solutions for problems of daily life. As Ravi Prasad, President and CEO said. "Himalaya is looking for its place in the sun. While FMCG is down 1.5 per cent on year and pharma is up 8 percent annually. Himalaya is showing 25 per cent yearly growth. We are now looking at a 30 to 35 per cent growth from here on."

Why is Prasad so bullish? According to him the herbal ayurvedic market is worth $62 billion while the domestic market is valued at around Rs. 5,000 crore. As such, Himalaya has evolved itself to subsume the Ayurvedic Concepts brand as well. The new positioning is top to toe herbal wellness being offered by a contemporary herbal company. Not only is the wellness internal, but it deals with topical health as well. Taking the trusted household name which treats disorders forward to providing all round wellness.

Prasad reckons that whatever product is turned up by Himalaya has to be not just pharma grade, but its efficacy and safety has to be supported empirically. To take the message to the next level, brand Himalaya is opening 60 new stores using the Franchise model in addition to the existing 25 stores.