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Himalaya Wellness Company embraces digital transformation to drive growth in OTC segment
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Shardul Nautiyal, Mumbai
March 06 , 2024
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With the healthcare landscape in India undergoing a significant transformation, marked by a shift from prescription-based healthcare to over-the-counter (OTC) products in the wellness industry, Himalaya Wellness Company is leveraging digital transformation to bolster its presence and drive growth in the OTC segment.
Himalaya Wellness Company boasts of a diverse portfolio of natural, ayurvedic healthcare products spanning categories like supplements, analgesics, cough and cold remedies, digestives, and men’s wellness. By offering natural alternatives free from harmful chemicals, Himalaya empowers individuals to prioritize their health and well-being.
Vikas Bansi, head of OTC business at Himalaya Wellness Company, emphasized the pivotal role of digital interventions in driving growth. "The rise of e-commerce and digital platforms has revolutionized the wellness industry, providing us with unparalleled opportunities to engage with consumers," stated Bansi.
"Through strategic digital marketing initiatives, we not only build brand awareness but also educate consumers about the need for our products and their benefits, fostering a holistic marketing and sales ecosystem," he further added.
To capitalize on the evolving wellness market in India, Himalaya has strategically transitioned into the OTC business, focusing on three key strategic pillars: Ethical, Trade, and Consumer Marketing. The company has enhanced its doctor coverage to emphasize the science behind its products, activated consumer marketing initiatives to build awareness and trials, and expanded retail and online distribution channels to make its products accessible nationwide.
With a robust network encompassing over 75,000 doctors exclusively for its OTC range, Himalaya prioritizes establishing the scientific foundation of its portfolio. Moreover, the company has made significant strides in online retail distribution, leveraging e-commerce platforms to meet the evolving needs of consumers. E-commerce has emerged as one of the fastest-growing sales channels for Himalaya, driven by the convenience and informed decision-making facilitated by peer reviews.
Looking ahead, Himalaya aims to further expand its market presence and drive penetration through innovative product launches and strategic investments. The Himalaya OTX business builds awareness by way of clutter-breaking brand positioning and year-round consumer marketing initiatives like advertising on TV, digital, radio. It also does it through experiential marketing like sampling during key occasions to improve trials, thereby driving household penetration.
Bansi further explained that we build advocacy and trust in our products by educating key opinion leaders and healthcare professionals on the product's benefits and efficacy. These marketing initiatives coupled with ensuring width and depth in distribution will ensure that Himalaya OTX brands continue to grow faster than the category going forward and help gain market share and household penetration.
In addition to driving growth, Himalaya prioritizes sustainability and ethical practices in its operations. The OTX division’s expansion plans are aligned with global trends. For instance, the company intends to fully tap into the fast-growing OTC product segments that address the varied lifestyle requirements of today’s gen Z and also the aging millennial population in India.
Himalaya invests in extensive research and development (R&D) and utilizes standardized herbal extracts while developing product formulations. The company adheres to Good Manufacturing Practices (GMP) and has state-of-the-art manufacturing facilities that comply with international quality standards.
In addition, Himalaya ensures that for every brand or product launched under the OTX portfolio, it is able to offer consumers something new, a product that meets a genuine need and yet, at the same time, offers the highest quality of healthcare. It launched Q-DEE, a range of on-the-go, mouth-dissolving tablets that provide relief from a range of health issues like menstrual cramps, acidity, indigestion, nausea, and help support immunity. This is a first-of-its-kind product in the Indian market, aligned with the consumer need for relief while they go about their routine.
In its latest offering, Rumalaya Active Spray, is redefining pain relief by offering not only quick relief but also a time-bound promise of long-lasting relief up to six hours, ensuring consumers don’t have to pause due to pain. Another example is Gasex Fizz, which offers relief from all three commonly faced digestive issues like indigestion, acidity, and gas backed by ayurvedic ingredients that no other players offer currently.
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