The Rs.300 crore herbal healthcare and FMCG company, Himalaya Drug Co, is all set to enter Bangladesh. An untapped market for herbal products, Himalaya will start-off with its pharmaceutical and animal product ranges that are expected to hit the shelves in June.

"Bangladesh has a huge potential and is an emerging market for herbal healthcare. We are all ready to exploit it as an early starter," Mr. Ravi Prasad, President and CEO, Himalaya Drug Company, told ET. Though initially Himalaya will be distributing the products manufactured in India, the company has already tied-up with a Bangladesh-based pharmaceutical major, ACME Laboraties Ltd, for technology transfer.

"The manufacturing facility in Bangladesh would be made in adherence to Good Manufacturing Practices (GMP) to ensure the quality of the products. Manufacturing and quality personnel from Himalaya will be placed to ensure adherence to Himalaya's quality standards," Mr. Prasad said.

Himalaya would be pushing the product range through the ethical route of marketing. "We plan to generate awareness about the benefits and value of Himalaya's range amongst the Bangladesh medical fraternity and create a market for well-researched, pharmaceutical grade herbal products," Mr. Prasad added.

This will be followed by an increase in distribution activities and also roll-out of several marketing activities and ground-level promotions to garner visibility for Himalaya and towards building the brand.

The company is planning to introduce the personal care and OTC product range in the Bangladesh markets from January 2005.

In fact, Himalaya has also tapped the Syrian markets in the current fiscal (2003-04) where it is already manufacturing its products. Plans are also afoot to enter the markets in Mexico in the next fiscal, which is however, currently in a preliminary stage of development.

Nearly 10% of Himalaya's turnover comes from the international markets, but the company is aggressively looking forward to increasing its foothold overseas. In fact, to this effect, the Bangalore-based giant has recently announced the re-branding of its Himalaya Ayurvedic Concepts personal care range of products to Himalaya Herbals.