Himalaya Drug Company (HDC) has entered the Rs 350-crore domestic chyavanaprash segment with Himalaya Chyavanaprasha. To break clutter and ensure recall in a segment driven by traditional heavyweights like Dabur, Zandu and Baidyanath, the company has taken recourse to celebrity endorsement. It has signed up cricketers Yuvraj Singh and Zaheer Khan as brand ambassadors. The contract is valid for a year.
Talking about the company's foray in a new market, Ravi Prasad, president and CEO, HDC, says, "Himalaya has 72 years of expertise in developing pharmaceutical-grade ayurvedic products. The Himalaya brand name enjoys strong equity among both doctors and consumers. Given the growing popularity of our products, we have time and again received feedback from the consumer to introduce a chyavanaprash brand. Like our other products, we are sure that Himalaya Chyavanaprasha will definitely win consumer confidence."
Commenting on his new role as brand ambassador of Himalaya Chyavanaprasha, Yuvraj Singh says, "For every sportsperson, getting to the top requires tremendous determination, skill and most of all hard work. In a competitive environment, there are no shortcuts to success. Himalaya is a company that has made a mark with world-class products through sustained research and development spanning several years. I am proud to be associated with Himalaya Chyavanaprasha." Adds Zaheer Khan, "Hard work and sheer determination are the key ingredients of consistency and success. It gives me great pride to be a part of a company that stops at nothing but the best."
And emphasising the company's commitment to offer an authentic formulation is Himalaya Chyavanaprasha's positioning statement 'Sehat ho ya Kaamyabi - No Shortcuts'. Himalaya Chyavanaprasha will be available in an attractive and convenient family-pack jar of 500 gm priced at Rs 110. On the retail front, HDC plans to increase the number of exclusive outlets from the current 18 to 50 by the year end. © 2002 agencyfaqs!