Himalaya aims to bulk up distribution, double sales by 2020

Company aims to increase sales force to about 7,000 from 2,000 during this year

Herbal health and personal care firm Himalaya Drug Company is looking to bulk up its distribution network across verticals as it eyes doubling sales to Rs 4,000 crore by 2020.

"We are bulking up our sales and distribution across verticals, and aim to increase our sales force to about 7,000 from 2,000 during this year," the company's Chief Executive Officer Philip Haydon told PTI.

The firm is present in personal care, pharma, baby care, animal health and wellness segments.

"In the pharma business, we are looking to be present in 200-plus outlets, from 160 currently, and aim to cover over 1.5 lakh doctors this year," he added.

The company is also looking to double its sales force in baby care from 800 to over 1,500 personnel.

The Bengaluru-headquartered company recently set up a new division to focus on non-prescription drugs in areas like immunity, joint care, women's health and vitality. It expects Rs 100 crore revenue from this division in the current fiscal.

"We started the (wellness) division in December and are well within reach of our target to earn Rs 100 crore in turnover this year from wellness," Haydon said.

The wellness market in the country is estimated at Rs 14,000-crore and is currently dominated by two categories -- cough and cold medicines and health drinks.

Personal care has also evolved into a key business category for the company, with the segment contributing to over 40% of the company's Rs 2,000 crore turnover, followed by pharmaceuticals (35%), baby care (13%) and animal health and wellness.

The company plans to use its existing network of doctors, chemists and pharmacies to promote its wellness range, besides being present in supermarkets and small retail outlets.

According to Haydon, the company hopes to grow at a compound annual rate of 20-25% till 2020.

Personal care is growing at around 30% while baby care segment growth stands at around 50%.