But Himalaya lays equal emphasis on research and validation

It is an ayurvedic company with a modern outlook. A company that uses the knowledge in the classical Indian texts to create new ayurvedic products, which will be acceptable to even an allopathic doctor as a safe and valid drug. The products are made on the basis of established norms of research and clinical trials. "The only classical product we have is the traditional Chyavanaprasha," said Ravi Prasad, Chief Executive Officer of Himalaya. "All our formulations are proprietary products and not classical products."

SURGING FORWARD

In an age of increasing health consciousness and a desire to return to nature, where all kinds of holistic treatments are advertised regularly, Ayurveda is finding more takers in India and abroad. But for all its potential, Ayurveda is still not accepted by mainstream medical science as a scientific method of treatment. A state of mind that Himalaya is battling against. Its flagship brand remains the tried and trusted Liv.52. But in recent years it has introduced a whole range of health supplements and drugs for specific ailments that have found acceptance among the people.

The company, which began as a one-man operation in 1930, today has a presence in over 50 countries. Among their many products is Serpina, which they say is the world's first anti-hypertension drug, a product called Himplasia for prostate enlargement -the only product with dual action. If you go to an allopathic doctor he will give you two drugs. Here is a herb in a small capsule form which gives you dual benefit. Last year, the company launched a product for osteoporosis, another product called Rumalaya forte, an anti-inflammatory analgesic for arthritis and one for male erectile dysfunction. Prasad said: "At Himalaya, we use modern science to rediscover and validate Ayurveda's secrets and create products which are natural and effective, without any toxicity or side effects."

BIG DREAMS: Ravi Prasad

The company's focus and emphasis on a herbal base for all products is a strategic decision. "After all, 80 percent of allopathic drugs are extracted from herbs," said S K Mitra, executive director of research and technical services. Major allopathic pharma companies base their product development research on the principle of reverse engineering -going from the disease backwards to the cause and then tackling it by creating molecules that are known and synthesizing the molecule as a drug. Himalaya looks at the knowledge already available in Ayurveda on the action of different herbs and comes up with a drug that is as fast and as effective as the allopathic counterpart.

"We have a huge database", said Mitra. "But it needs to be validated and that is where Himalaya scores with its extensive research and development efforts. A product may be under research for ten years before it reaches consumers. When we work on a product we need to know how these herbs behave and whether they can be cultivated. I cannot pluck a few leaves from the Himalayas, make a herbal product and launch it, because to do that we may need tonnes of the material. "Not that Himalaya has had any problems in acquiring the raw material needed for its products. The company does not have farms of its own but maintains contract farmers to whom we provide all the knowledge inputs and ensure strict quality control".

But how does Himalaya differ from the countless other Ayurvedic companies ? "When it comes to medicinal products, we go through a strict process of clinical trials and scientific validation," said Mitra. "I think my marketing division will be happy if I gave 10 products a year. Every Ayurvedic physician knows around 30 standard products. But in our case, we put our products through clinical trials before giving it to a doctor. It is a hardcore medical product we are selling".

But the problem of credibility still remains with the claims of cure for various diseases not helping at all and both Mitra and Prasad emphasized the need for standards and validation to ensure that the ancient system finds general acceptance among the medical community. "We need to do more to improve the credibility," said Mitra. "There is no harm in scientifically validating your data. If you have validation, I think people will be happy to accept it". And here state support is needed, said Prasad, especially in areas like quality control.

CREDIBILITY IS THE THING: Mitra

There was some hesitation to talk about how much the company spends on research. But Prasad did say that the company was currently focusing on research in tropical diseases like malaria and is into AIDS research as well. "Ayurveda can contribute to AIDS research provided you do extensive clinical studies," said Mitra. "We are doing it. I cannot talk about it, we have just got started. We hope to complete it in five years time." The company is considering collaboration with other research institutions in certain areas, though they do not have any research tie-ups at the moment.

Himalaya sees the other top pharma companies as its main competitors in the medicinal products area and companies like Hindustan Lever as its competitors in the personal care sector. In order to drive home its USP of Ayurveda and herbal-based products, the company has set up franchise stores across the country. "Through these stores we hope to tell people what modern Ayurveda is," said Prasad. The employees at the stores are trained by the company. Doctors are also available online for consultation. "Any person who steps into one of our stores is completely taken care of", said Mitra.

Despite its emphasis on research and development, Himalaya is not looking at patents as a major step. It is the process and not the product that the company sees as its strong point. And the processes are guarded tightly. Only a very small group within the company knows all its steps. "Many people have tried to copy Liv.52," said Mitra. But Prasad did not rule out patents totally. "We will probably go in for patents some time in the future, once we have a unique product," he said.

The company is confident that its emphasis on Ayurveda will pay off, considering that there is an increasing trend towards herbal products all over the world and with allopathic companies running short of molecules. "If we do proper research we can produce high-quality pharma products, develop health drinks, health products, shampoos and hair oils," says Mitra. "Take hair loss. They developed minoxidil but it causes a fall in blood pressure. In Ayurveda you can identify a herb and work scientifically. There is a tremendous market." Especially for a company, which aims to become a head-to-toe brand.