In the Indian families, cleft defects are often ignored and possess a social stigma. The children with cleft defects in rural India are the worst affected as the defect leaves a lasting devastative psychological impact on children’s emotional make-up during their growing years. The lack of awareness about treatments and surgery options further makes it a perennial issue. It is estimated that over 35,000 children are born with this defect in India, every year. The Himalaya Drug has undertaken a CSR activity to provide free surgeries for children to treat this deficiency on a nation-wide basis. Here’s a report:
Demonstrating its corporate social responsibility (CSR), the Himalaya Drug Company has signed up with Smile Train India, an all-India NGO to provide free-of-cost cleft treatment for children. The defect in lip structure which affects infants in the mother’s womb has created stigmas and lowers the confidence of the affected kids. It also leads to psychological trauma for the children suffering from this deformity.
Lip balm as the financial engine
The Himalaya Drug Company is looking to create awareness that cleft defects can be treated successfully and that parents do not need to worry about these affecting the children’s future career and life through this campaign. As part of this drive a short, educational film produced by Roadrunner Productions, Shri Rahul Bharti along with singer and actor Shri Raghuvir Yadav, will be shown to the public. The actor and the brand ambassador of Smile Train, Ali Fazal has collaborated to make this film a reality.
With a strong underlying theme, ‘Ek Nayi Muskaan’ (a new smile), the short film aims at providing the necessary impetus in encouraging parents to take the right action to uproot this defect. In order to support this cause, The Himalaya Drug Company intends to offer free surgeries through the funds generated from the sales of its Lip Balm product.
No lip service this!
Unveiling the launch of the effort with Smile Train India, the Himalaya Drug Company hopes to build the perception of being a caring corporation. Tgiven that with its entry into baby care and Himalaya for moms product category. This sentiment can be seen echoed in a statement by Rajesh Krishnamurthy, Business Director-Consumer Products Division where he says that the underlying theme ‘Muskaan’ reflects the treatment and awareness of children with cleft defects and that it can be treated at a tender age so that such patients can live productive, happy and fulfilling lives.
Established in 1930, The Himalaya Drug Company seeks to bring Ayurvedic products to the market so that individuals and households could benefit by India’s rich traditional medicines in a safe and healthy manner. Today, the company has more than 20+ product brands under seven broad categories including pharmaceuticals and animal health. The Himalaya Global Holdings Ltd. (HGH) is the parent company of all Himalaya subsidiaries. It has forayed into and is bullish about mother and child care products and wellness as stated by Philipe Haydon, CEO in an interview to The Hindu Business Line.
Focusing on natural health
The company with its key presence in over a dozen countries commands 15 per cent market share in the oral segment according AC Nielsen & Company’s data. Its affordable and user-friendly product packs has made it a household name. Through its marketing strategy it aims at winning a substantial mind share in a market that is presently crowded by top brands such as Emami, Dabur, Apollo Pharmacy, Beiersdorf Global AG (Nivea lip balm) Hindustan Unilever Ltd (Vaseline), Lakme (Lip Love), Godrej Consumer (Aer), Baidyanath, and Patanjali to name a few.
Today, The Himalaya Drug Company is already a household name in the Ayurvedic, herbal, personal, and oral dental care products is aiming at raking in a billion dollars by 2020 as per leading national business magazine, Outlook Business reports. According to IBEF report, clearly squares the market at US$ 6 billion industry, with room and more for players that offer more than just the traditional medicine and services but with right price points in place can create and restructure the sector as a whole.
The online pharmacy and cosmetic beauty segments too have given ample room for such products now being made available wherever the consumer maybe. The apps and on-the-go affordability as well quick delivery and payment options including cash back facilities have poised the way for addressing the serious healthcare needs in addition to the cosmetic look and feel requirements of the Indian consumers belonging to various age groups today.
Sources & References:
- http://www.himalayawellness.com
- https://www.thehindubusinessline.com/companies/himalaya-eyes-1000cr-turnover/article9674731.ece
- https://www.outlookbusiness.com/strategy/feature/himalayan-target-3356
- https://www.theindianwire.com/entertainment/ek-nayi-muskaan-initiative-87759/
- https://www.ibef.org/download/PHARMA_RETAILING.pdf