Interview

Of science, ayurveda and Dadima

Himalaya Herbal Healthcare has tried to dispel the myths surrounding ayurveda. Ravi Prasad, Executive Director, Himalaya Global Holdings chats with Nandini Patwardhan on the company's approach to marketing this age old science.

Why has there been a recent shift in advertising from illness to wellness?

People's perception of health is changing dramatically. Consumers are exploring ways to maintain both topical and internal wellness through treatments which are natural, safe and have no side-effects. This attitude shift is a global trend. Moreover, since a lot of our health problems stem from hectic lifestyles or unhealthy diets, we need medicinal options which can help control stress levels, build immunity and maintain overall health. Ayurveda offers treatments that promote health and wellness. It is no longer a search for cures, but for preventive measures; in other words, from illness to wellness solutions.

Is this a well planned move by the marketers to tap the consumer, who would otherwise buy the brand only when sick?

I don't think that it is a well planned move. It is more a 'need of the hour'. The modern-day consumers are confident enough to purchase minor problem solution products on their own. With respect to more serious ailments, they still rely on their doctor for a prescription. Moreover, they still are cautious about taking medication as a preventive measure rather than a cure. Hence, the need of the hour is to educate the medical fraternity who can pass on the same information to the end consumer of the various wellness products that we have to offer. This will enable consumers to make informed purchases, not only to curb various ailments, but also to maintain overall wellness.

Why did your initial TVCs focus on the Dadima for educating the virtues of herbs?

Prior to launching our Dadima ad campaign we did an extensive perception audit. The results of it were rather interesting. The study revealed that people's perception of herbals was still based on traditional stereotypes. Most of them believed that though herbals were safe, they took a long time to work.

Also, ayurveda was considered mainly a sage's science with little contemporary relevance. The youth in particular had little knowledge of the enormous health benefits of Ayurveda. As such the ad campaign had to give out several messages. It had to dispel common myths about Ayurveda and be educative, informative and interesting enough to appeal to everybody, particularly the youth. The task was also to establish Himalaya as a company, which pioneered scientifically backed and empirically researched Ayurveda. The core focus of the communication was to build a connect with consumers' mind that 'Ayurvedic Concepts' was an offering from the same company which had given them the trusted, safe and efficacious, Liv 52.

The English speaking, trendy grandmother aptly merged Himalaya's brand promise of the richness of traditional ayurveda with the modernity of science. By conveying her knowledge of age-old health tips and Himalaya products in a language used by the youngsters, she connected with the youth and presented Ayurveda in a contem-porary light. Unlike typical grandmothers, she was aware of latest trends around her; be it in technology or fashion.

What was the marketing strategy adopted for the Himalaya range of products?

The thrust of our marketing strategy is on offering products which have very clearly defined problem solving benefits. There is little dependence on advertising and very high importance attached to encouraging consumers to spend time at exclusive stores and other retail outlets in seeing products, reading brochures and getting briefed by trained doctors and executives. A Himalaya consumer typically starts with a single positive experience and moves within the brand to other products. It is quite normal to see 10-12 products being used by such Himalaya households. This approach is what prompted the company to market all our products under a single brand.

Why did you come up with exclusive retail outlets?

Our exclusive outlets reach out to consumers on a personal level by educating them about modern scientific Ayurveda, the research that goes into Himalaya products, therapeutic properties of herbs used in our products and other information which helps consumers understand the benefits of the product. The outlets are positioned as information kiosks and are an extension of the emerging concept of experiential marketing.

What about other channels of reaching the consumers?

Apart from the exclusive outlets, we are also tapping into other channels which provide us with an opportunity to give information to consumers about Himalaya's research backed products. For instance, we have displayed our range of products at Oxford Bookstore at The Leela. This is because customers who walk into a book store are seeking information/ knowledge and we have noticed that they take the time to read up on our products. Today's customers are far more discerning. Along with quality products they are also looking for ambience and convenience in shopping. The emphasis at all our stores is on access, experience and service. These stores are electronically linked to a CRM cell, in order to answer specific customer queries.

What about the strategy used by Himalaya to reach the consumers?

Consumer products need distribution partners. This helps them reach a larger audience. Multi-branded stores, general departmental stores, larger pharmacies are places where people, especially women, come to buy toiletries and personal care products. These modern retail formats enjoy a high density of footfall. In terms of visibility and reach, these outlets are very important. Keeping in mind the fact that consumer needs differ for personal care and therapeutic products, we have adopted a strikingly different strategy to reach our pharma range to our customers. With most of our products being OTC, for our pharmaceutical range of products, we follow the ethical marketing route ie educating the medical fraternity about the efficacy of our products and reaching out to consumers through the prescription method.

nandini.p@expressindia.com