Ayurveda might be a system of medicine which has existed for over 5000 years, but simply heritage does not make it relevant to the discerning global consumer. Those who really want to make a dent in the international herbal market have to understand the importance of contemporizing Ayurveda for the modern consumer and this can be done only if it is backed by modern science and research. ‘An esoteric science will remain esoteric unless it is backed by empirical research’ says Ravi Prasad, Executive Director of Himalaya Global Holdings Ltd.

Ravi should know. His brand, Himalaya, has been positioned as a head-to-heel herbal healthcare company offering scientifically researched products. At present, Himalaya has about 240 products ranging from personal care, pharmaceutical, therapeutic, consumer health and animal health. Covering almost every aspect of healthcare.

And yes, Himalaya is serious about research, and openly flouts it as their strength. They claim that every Himalaya product on an average undergoes at least 8-10 years of research. Even their personal care range of products is very research driven.

Add to it a willingness to understand and play by the global rules – filing patents and ensuring product copyrights, for instance. Their Sunscreen Lotion has a molecule for which they have filed a global patent. A similar patent awaits approval for their Hair Loss Cream. It’s not difficult to understand why their products are such a rage among the developed (and a little less developed) markets.

In fact, at present the herbal healthcare market is valued at $ 65 billion globally and the export market for the same is growing at 15-18% per annum. In India alone the Ayurvedic/herbal business is estimated at $ 1 billion. Ravi explains: “Since a lot of health problems stem from our hectic lifestyles or unhealthy diets, we need medicinal options, which can help control our stress level, build our immunity and maintain overall health. Ayurvedic science offers treatments that promote health and wellness and is therefore becoming very popular with people across the world.”

When it comes to marketing, Himalaya depends on building long-term consumer connects and experiential marketing more than anything else. The thrust is on offering products which have very clearly defined problem solving benefits. Himalaya doesn’t believe in too much of advertising and rather places very high importance to encouraging the consumers to spend time at exclusive stores and other retail in seeing products, reading brochures and getting briefed by trained doctors and executives.

Ravi believes that building a positive brand image has helped a lot: “A Himalaya consumer typically starts with a single positive experience and moves within the brand to other products. It is quite normal to see 10-12 products being used by such Himalaya households. This approach is what prompted us to market all our products under a single brand.”

That’s the theory, but what about the execution. The brand positioning model will work to its full potential only if its execution derives maximum benefits for the consumer. Himalaya cares – and it shows. How?

Visitors to Himalaya stores are able to choose from Himalaya’s 200 + product range, all under the same roof. The simple yet stylish design of the outlet creates an ambience which is shopper-friendly and based on scientifically developed plannogram that allows for ease and convenience in shopping. The emphasis at all the stores is on access, experience and service. These stores are electronically linked to a CRM cell where customer queries can be answered by a panel of doctors. It also has trained personnel who can provide consumers with relevant product information.

In India, their exclusive retail outlets, currently 98 in number – will soon be taken to 150 stores across states. Internationally, their retail presence in top departmental stores like KLCC, and tie ups with leading personal care chains like Watsons and Guardian (shop within shop) – has also established the brand as ‘premium with popular appeal’. Even there, they stress on educating their products and the research behind it. Today’s consumers are extremely discerning – and Himalaya recognizes the importance of convincing consumers about the efficacy of ayurveda before they buy into a Himalaya product.

Some of their top selling pharma products in the international market include Liv.52, Cystone, Septilin etc. Within personal care range Himalaya’s Neem Face Wash is a top selling product, along with their range of scrubs and masks. Women’s Health & Fitness Magazine in the United States awarded Himalaya’s Revitalizing Night Cream the ‘Best Night Cream’ Beauty Award! Their Neem Face Pack was recently featured in the “Beauty Hall of Fame” of Cleo, a popular international women’s magazine. It was voted the Best Blemish Mask.

Ravi sounded proud: “Our products like LiverCare and DermaCare have also been recommended by America’s highly admired beauty and lifestyle expert Kat James. And this is not paid endorsement.”