Himalaya inks tie-ups with overseas firms

The Bangalore-based Himalaya Herbal Healthcare has struck strategic alliances with leading retail chains in its main export markets such as the US, Singapore and Malaysia.

Himalaya, which sells its herbal products as food supplements in the international market, has entered into strategic alliances with Wild Oats, Whole Foods Market and Vitamin Shoppe, three natural and organic foods retail chains with an extensive presence in the US market.

Himalaya also has marketing arrangemenwith the Watsons in Singapore and Guradian in Malayisa, both leading personal care chain stores in those countries , to sell its products.

Further, the company plans to expand its presence in the Far East and then move into the markets of China and Japan, said Ravi Prasad, executive director, Himalaya.

Sources said Whole Foods Market has 191 stores in the US, Canada and the UK with sales of $5.6 billion in financial year 2006. The $1.2 billion Wild Oats Markets, which merged with Whole Food Market recently, has a chain of 110 natural foods stores in the US and Canada.

"In future, we will experiment with innovative retail formats to increase accessibility and visibility of our products in the international market. We do not operate as an Indian ayurvedic company catering to ethnic communities residing abroad, but target the mainstream consumers. We educate the local population on the benefits of scientifically backed ayurvedic and herbal healthcare products," he said.

The Rs.400 crore Himalaya has also opened four exclusive outlets in Malaysia. One of the stores is at Kuala Lumpur City Center (KLCC), the most premium shopping destination in Malaysia. Himalaya also markets its therapeutic products through the doctor prescription route in Malaysia. Himalaya has 92 exclusive outlets in India.

However, the official declined to reveal investment in its retail outlets.

He said in Singapore, Himalaya has focused on building visibility through shop-in-shops, Singapore international airport, tie-ups with retail chains, hospitals and universities, apart from its selling arrangement with Watsons.

Recently Himalaya inaugurated a shop-in-shop in Singapore's one of the busiest business centres. Middle East is another key market for Himalaya and its products are available in all top super market chains, departmental stores and pharmacies.

Exports contribute to about 20 per cent of of the total turnover of Himalaya and is growing at 15-18 per cent every year. Liv - 52, a herbal drug for liver disorders, is sold in 25 countries with one billion tablets and 13 million syrup bottles being sold every year across the globe, said Ravi Prasad.