Abstract

The case examines the marketing strategies adopted by the leading Indian herbal healthcare company Himalaya Drug Company (HDC) in the late-1990s, particularly the advertisement campaign for its personal care product range ‘Ayurvedic Concepts.’ The case explores the company’s efforts on R&D, product development and retailing fronts to change the perception of Indian consumers about the contemporariness of Ayurveda for health care. The case also explains rationale behind HDC’s decision to bring all its brands under an umbrella brand ‘Himalaya’.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Product development and building a brand image of a product.

Keywords

Marketing strategies, Indian herbal healthcare, Himalaya Drug Company, HDC, 1990, advertisement campaign , personal care, product range, Ayurvedic Concepts, R&D, product development, retailing, perception, Indian consumers, Himalaya