Himalaya Toothpaste

One of the key players in the pharmaceutical field for several decades.

Herbal Offerings in Health Supplements, Personal Care Products & Pain Ointments in the retail & prescriptive segments

Unique Proposition: The scientific rigor associated with the testing of its herbal offerings

The company launched Ayurvedic Concepts to enter the consumer markets.

Initially, in the late 90s, Ayurvedic Concepts targeted the young urban professional population to create brand awareness. In the early 20th century, it was brought under the Himalaya umbrella brand for several categories of soaps, shampoos, face washes, health supplements, baby products, etc.

In 2010, 40% of Himalaya’s turnover was from consumer products.

It had several exclusive outlets throughout India, & had shop-in-shop counters in modern retail outlets.

Himalaya did not advertise as much as other FMCG manufacturers, & brand associations were nurtured by Word of Mouth.

To build market share in the highly competitive personal health care market, it begun to advertise its face wash & toothpaste brands

Its offerings were exported to several countries

The brand has a positive perception among consumers

FMCG was broadly split into: Household Care, Personal Care and Food & Beverages

FMCG market in India projected to be around US$15-18 billion in 2010, & expected to grow to US$33 billion by 2015

The average Indian consumer spent around 8% of his income on personal care products

Growth of the personal care segment can be attributed to:

Increasing levels of discretionary spending

Greater attention to personal hygiene

Increase in the no. of new media channels

Distribution

In 2010, the oral care market in India was around US$980 million

Growth trend of toothpastes over the past 3 yrs was relatively slower than that of other key FMCG categories (11%)

Growth of the toothpaste category was even lower, at around 9%