Emami will launch a range of OTC drugs this fiscal for stress relief, diabetes and blood pressure. The drugs will be preventive in nature.
The company's research arm - Himani Ayurvedic Science Foundation - is already working on the products and plans to launch around eight OTC products initially, and about 20 products in two years.
Emami will also redo packaging of its existing OTC products in order to give them a new and innovative look.
Emami has appointed JWT to design the new packaging for its OTC drugs to make ayurveda more contemporary for today's consumers.
Currently Emami's OTC consumer healthcare products include Lalima (blood and skin purifier), Sardija (cough syrup and vaporub), Good Morning (laxative churna), Nirog Dant Powder Lal (tooth powder), Memo plus (memory tonic), and Femi Plus (Ayurvedic uterine tonic).
Post the success of test launch of these brands in eight states (Rajasthan, Bihar, Jharkand, Uttar Pradesh, Uttaranchal, Delhi, Madhya Pradesh, Chattisgarh) Emami plans to go national with its OTC brands.
"We aim at creating a strong brand for the successful launch of our products nationally which requires aggressive marketing, distribution network and investment to help capture consumer markets," Aditya Agarwal, director of Emami, said.
In the coming years, Emami foresees significant potential in the OTC consumer healthcare segment as the
