When the Himalaya Drug Company decided to launch its own brand of honey, Chief Executive Officer Ravi Prasad had a few concerns - he wanted to ensure that the quality at source was maintained and nature should not be harmed. He struck a deal with the tribals to follow safe practices for honey collection and gave them a part of the profit. "It was one way of giving something back to nature," says Ravi. He made frequent visits to ensure that the tribals did not overexploit honeycombs.

It is to Ravi's credit that he has created a buzz about Ayurveda. He positioned Himalaya as a source of 'pure and healthy' products based on ayurvedic concepts and spread the message to 56 countries. He also launched the consumer products division, Ayurvedic Concepts, and integrated the different business divisions under the brand, Himalaya, the herbal healthcare provider. "Products were high-priced but then customers wanted safe and effective products," he says.

Ravi holds a Master's degree in business from the Asian Institute of Management, Philippines. He joined Himalaya in 1991 as a Sales Development Manager and his move up the corporate ladder was rapid. He became export manager in two years. In 1998, he became President and CEO.

The launch of Chyavanaprash on a national level was a big test. The market was dominated by Dabur and regional players. Ravi experimented by mixing honey to the Himalaya product range. The strategy that the ingredients were harvested from the company's backyard also helped.