Herbal products major Himalaya Drug Company (HDC) is planning an international corporate campaign to showcase the 'Himalaya wellness' platform across the world. The campaign is aimed to position Himalaya as a complete healthcare company based on the herbal wellness platform. The campaign is planned across 50 countries and will include advertisement campaigns and creative marketing such as seminars and events.

Speaking to FE, Himalaya Drug Company CEO Ravi Prasad said: "We have a complete product range for the family including pharmaceutical products, consumer care and personal health. The strategy would be to reinforce in the minds of consumers that the HDC stands for herbal wellness for the entire family," he said. HDC stands for herbal wellness for the entire family, he said. HDC has plans to organize seminars by doctors and experts, tournaments, sampling exercises to portray the brand as a complete family brand.

The company has also recently launched a joint marketing campaign with Cafe Coffee Day for Himalaya Honey. According to Mr. Ravi Prasad, the campaign, which saw Cafe Coffee Day brewing honey flavored coffee beverages, was paying high dividends. "The idea was to change the image of honey as a medicinal additive and promote it as a fun product, which can be used in many ways. The product received huge visibility through the campaign," he said. Himalaya has announced a Rs. 160 crore additional manufacturing facility to meet the market demand.

"We have acquired land for the new facility. It will be a complete manufacturing unit, handling raw-materials to finished goods in one plant," he said. Mr Prasad said that the company is targeting a turnover of Rs. 500 crore by 2006. Plans are also afoot by the company to expand its product line and market as part of its growth strategy. "Currently, pharma products constitute a major portion of Himalaya revenues," he added.