Himalaya Drug Company has announced the re-christening of its personal care range 'Himalaya Ayurvedic Concepts' in India to 'Himalaya Herbals', the existing brand name for the product range in the global market. The company also unveiled a new packaging and logo for the personal care range in line with the new branding.

Addressing the media, Soumitro Banerji, Head-Personal Care Division, said, "In 2001, Himalaya took the decision to have a common brand name across the world, but in India the company had retained the Ayurvedic Concepts name under the main Himalaya brand, waiting for a smooth transition." Today, with the consumers identifying Ayurvedic Concepts with Himalaya and asking for Himalaya products, the transition was easy, he said. The personal care products with its new brand name would compete with international brands in India, the US, South America, Europe, Middle East, Africa and Asia Pacific. The new packaging for the products with its trendy, contemporary look is in line with the plans, he said. "The Ayurvedic Concept packaging was good, but did not have an international appeal with a serious look. The change in look was necessary as the company is looking at extending its consumer base."

As part of the initiative, Himalaya has embarked on a brand positioning and communication exercise with focus products like shampoo and skincare lotions in the personal care range. The new look personal care products, around 30 of them, would be introduced in a phased manner in the market. The company is also planning a multi-crore, multi-lingual, multi-media campaign for the Himalaya Herbals range.