Prasad's vision is to "establish wellness in every home"

Himalaya's new global brand identity has worked. According to President and CEO Ravi Prasad this was one of the factors for his company's success - HDC has seen a growth of over 25 per cent over last year.

The vision now is "to establish wellness in every home," says Prasad. In alignment with this vision the company launched its Himalaya Forest Honey last fortnight. (The company already has a presence in therapeutic and personal care products.) The Himalaya Forest Honey will be available in 250g and 500g jars priced at Rs 75 and Rs 145 respectively in both, the domestic and global markets. The honey will be distributed from all leading retail and chemist outlets. Similar to the way HDC has adopted farms and villages across the country that grow herbs for it on a dedicated basis, plans are to adopt villages from where HDC can source the honey.

Figures for the honey industry are difficult to come by mainly because there are a large number of manufacturers in the unorganised sector. According to figures provided by HDC, the total market size of the organised sector is Rs 45 crore. However, HDC is a late entrant in the honey market. According to Prasad, Dabur would be its closest competitor. However, with honey finding increasing acceptance as a food, there is enough room for all. Prasad hopes the product will bring in Rs 5 crore in the first year.

With an increased awareness amongst consumers to stay healthy, HDC has created a new division, consumer health, which comprises its honey, chyavanaprash, and herbal products. A new research and development facility is being set up on 200 acres of land. An investment of Rs165 crore has been made here. The number of exclusive retail outlets has now reached 24 and more outlets will be rolled out. The company is also approaching large retail stores for shop-in-shop outlets to be manned by HDC personnel and linked electronically to a panel of doctors.