Hamdard (Wakf) Laboratories, one of Indias leading Health & Wellness Company and a pioneer of Unani medicines has ventured into lifestyle wellness space by launching Nature Wonder range of OTC products for lifestyle disorders.
The Nature Wonder range extends Hamdards consumer healthcare portfolio, which straddles hero brands such as Safi, Cinkara and Joshina. Over the next four years, Hamdard is planning to double its OTC revenues to Rs 200crore.
The Company has introduced two new products LIPOTAB, a 100% natural formulation for managing cholesterol problems and JIGREEN, a clinically tested 100% natural product for treatment of liver disorders including Hepatitis. Over the next 2 years, Hamdard is planning to launch Eight (8) new products under the Nature Wonder range.
Mr. Arshad Siddiqui, Chief Marketing officer of Hamdard (Wakf) Laboratories said, "An increasing proportion of Indias population is today prone to lifestyle disorders such as heart disease, hypertension, obesity, diabetes, chronic liver diseases in early years of their life. Nature Wonder products, which are natural, toxic-free and therefore safe to use, will give urban India clinically tested medicines to manage and alleviate their lifestyle disorders."
Mr. Asad Mueed, Ph.D., Director, Hamdard (Wakf) Laboratories stated, "Our decision to expand the consumer healthcare portfolio is aimed to offer Unani products in contemporary formats to modern day consumers. At Hamdard with the help of modern research tools, pharmacological studies on herbs are being undertaken, old formulation are being revived and made more potent which has resulted in the development of new drugs. By mass marketing these formulations, we intend to extend the benefits of Unani medicine to more consumers."
Hamdard expects to earn revenue of Rs.500crore by 2011 through a four pronged strategy of introduction of new products, entry into new geographies, regaining former strongholds and brand extension of hero brands.
Mr. Siddiqui added, "We are looking at introducing 10 new products across all 3 categories. Over the next twelve months, the company plans to take its portfolio of brands to new geographies both in domestic and international markets. We are adopting a 360degree approach to communication where advertising is accompanied with initiatives to engage the consumer."
Hamdards current total sales stand at Rs.300crore with consumer products contributing 45%, and the share of OTC and traditional products being 35% and 20% respectively.
Hamdard has also put in place a new distribution strategy under which each of the product categories are supported by independent distribution teams.
Mr. Siddiqui further added, "Earlier, we had one distribution team taking our entire portfolio to all types of channels. That meant that many brands were not getting the attention that they should have been getting. We were not fully exploiting the potential of either our portfolio or the distribution channel. With the new distribution strategy, our brands are getting better distribution support. We are able to train our sales team better thereby increasing overall sales."
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