Ayurvedic Concepts showrooms in Chennai  ( February '13,2001, HBL)

THE Himalaya Drug Company is on an expansion spree to promote the products of Ayurvedic Concepts, a division of the company. As part of this plan, the company on Sunday opened its fourth Ayurvedic Concepts exclusive outlet in Pondicherry. It plans to increase its number of outlets to 50, mostly through franchisees, in all the major cities by March 2002.

Mr P. Sudharkara Naidu, General Manager, Marketing, The Himalaya Drug Company, told reporters here on Saturday that three Ayurvedic Concepts' exclusive outlets would be opened in Chennai by this month-end. The company currently has two exclusive outlets in Bangalore and one in Pune, he said. Ayurvedic Concepts was launched in the US in 1996, through exclusive stores, and currently has a chain of 11 stores. The company plans to have 50 stores in a couple of years.

The products, developed by the Himalaya Drug Company, are based on the Ayurvedic system of medicine, he said. According to Mr Naidu, using the exclusive outlets, the company plans to promote Ayurvedic Concepts, which he claims has a good brand recall in the US, and also propagate ayurvedic medicines. The exclusive stores offer a one-stop-shop for consumers to find solutions on beauty and health-care needs. The products embody a combination of ayurvedic medicines and modern scientific research, thus offering tangible and complete solutions for modern day living, he said.

With the herbal products market growing at 15-20 per cent, Ayurvedic Concepts plans to contribute around 40 per cent of the company's turnover in six years, he said, adding the range would comprise 100 plus products in six years.

The Himalaya Drug Company has over 25 therapeutic products for both human and animal healthcare, and are available in over 40 countries, he said, adding that the company will expand to West Asia and South East Asia. Mr Naidu expects the company to close the year ending March 31, 2001, with a turnover of Rs 200 crore (Rs 150 crore). The company plans to achieve Rs 500 crore turnover in five years, he said. The company's flagship division, pharma, contributes around 80 per cent of the turnover, while ayurvedic, exports and animal healthcare contribute the rest.