How Himalaya PartySmart aims to grow the nascent hangover prevention category

In a bid to encourage people to celebrate responsibly, Himalaya Wellness recently launched ‘PartySmart’, a clinically-tested, herbal supplement brand designed to prevent hangovers. In August this year, Himalaya PartySmart announced its collaboration with actor Aditya Roy Kapur as its official brand ambassador. Earlier this week, Himalaya Wellness expanded its PartySmart product range to include the innovative gummy format alongside the popular capsules with Aditya Roy Kapur.

In an exclusive interaction with Adgully, Rajesh Krishnamurthy, Business Director, Himalaya Wellness, and Ragini Hariharan, Marketing Director - Beauty & Personal Care, Himalaya Wellness, discuss the rationale behind choosing Aditya Roy Kapur as the face of PartySmart Gummies, their strategies for creating awareness, and how they are competing in the niche yet competitive hangover remedies market. They also emphasised the product’s easy availability through tie-ups with various e-commerce platforms and restaurants. Additionally, they reflected on the wellness segment’s performance as the year comes to a close and more.

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Himalaya Wellness unveils PartySmart Gummies with Aditya Roy Kapur

Aditya Roy Kapur is the new face of Himalaya’s “PartySmart”

What was the thought process behind selecting Aditya Roy Kapur as the face of PartySmart, and how does his Bollywood persona and personality align with the brand's values in the health and wellness space?

Rajesh Krishnamurthy: PartySmart is aimed at Gen Z and millennials who, in today’s fast-changing and evolving India, are balancing their work, dreams, and social lifestyles. We feel PartySmart plays a role in helping them celebrate success and life in general.

When we considered driving consumer behaviour, we saw that Bollywood actors have traditionally played a big role in creating awareness for brands. Once Aditya Roy Kapur’s name came up, there was no need to consider alternatives. He immediately felt like the right fit.

Aditya is charismatic and resonates with the Gen Z audience. His outlook on life is fun-loving, yet he’s responsible for driving success. He started as a DJ and rose to become one of the top stars in Bollywood. We believe he perfectly personifies what PartySmart stands for, which is why we chose him.

Ragini Hariharan: We also wanted someone who appeals to a broad demographic. Many millennial actors have lost their shine, but Aditya occupies that sweet spot where he resonates with both Gen Z and wellness-seeking millennials. He has a wide appeal, which is essential for PartySmart, especially in the nascent hangover prevention category. We’re not just focusing on growing the brand, but also the category. Aditya’s passion for fitness and his fun-loving character align well with Himalaya’s ethos of providing wellness solutions while encouraging a responsible social lifestyle.

Are there any campaigns or marketing strategies in the pipeline to promote the product?

Ragini Hariharan: Yes, we launched a new campaign with Aditya Roy Kapur about a month and a half ago. In this campaign, Aditya plays the role of a “party guru” and busts several myths about the category. There’s still some uncertainty among people regarding the safety of PartySmart, but we want to clarify that it’s made from almost 100% naturally derived ingredients and is completely safe. Like most Himalaya products, it’s a herbal concoction that actually aids liver health, which is why it’s one of the leading brands in this category. The entire campaign is quirky and fun, while also educating consumers and busting myths associated with the category.

Rajesh Krishnamurthy: For us, this is just the beginning of building PartySmart. As I mentioned earlier, our focus is on changing consumer behaviour. There are a few more initiatives coming up, including a push to raise awareness on social media about the importance of maintaining wellness while enjoying social engagements. We’re also working on how to incorporate health and wellness into every aspect of your lifestyle.

Are there any tie-ups with retail or e-commerce platforms?

Rajesh Krishnamurthy: We’re focusing on driving distribution, particularly in medical stores and pharmacies, where consumers typically look for products like PartySmart. With the growth of e-commerce, especially Quick Commerce platforms like Zepto and Blinkit, we’ve seen significant traction in the last six months. These platforms have been key in driving sales, making the product more accessible across various channels.

Ragini Hariharan: We’ve been leaders in general trade and are now also expanding into modern trade. As Rajesh mentioned, PartySmart is a product people tend to remember at the point of consumption. Quick Commerce has been instrumental in this, and we believe it will play a crucial role in growing the category. Our capsules are already available on e-commerce and Quick Commerce platforms, and our gummies are increasingly becoming accessible across multiple platforms.

With many startups and home remedies in the hangover sector, how do you plan to stand out from the competition?

Ragini Hariharan: Himalaya has always been a trusted brand, and so far, we’ve only offered PartySmart in capsule form. But no one wants to consume medicine while socializing. That’s why we’ve introduced Party Smart Gummies – the first of its kind in the market. Gummies align with the growing wellness trend and offer a delicious, convenient, on-the-go format. You don’t need water or any additional tools – just chew two gummies per serving, and you’re ready to party. The convenience factor sets Gummies apart from other hangover remedies.

Rajesh Krishnamurthy: The key differentiator for us is that PartySmart is clinically proven. In the hangover management category, it’s crucial to ensure that the product is both effective and safe. Himalaya, with its combination of nature and science, ensures that our product delivers real benefits. This clinical backing makes PartySmart superior to other products in the market.

So, how should one consume PartySmart?

Ragini Hariharan: The best part about PartySmart, regardless of the format, is that it can be consumed before, during, or even after socializing. However, to maximize its benefits, it’s ideal to take it before going to bed, as it is designed to prevent a hangover, not cure it.

It works brilliantly, thanks to its proven efficacy and clinical backing, making it effective no matter when you prefer to consume it.

As we approach the end of the year, how has the year been for the wellness segment overall? And since you mentioned the party smart capsules have been in the market for over a month so what responses have you received?

Ragini Hariharan: This year has been great for Himalaya. We’ve continued to perform well across wellness, beauty, personal care, and all the categories we operate in. For PartySmart, especially gummies, the response has been very positive. Consumers love the delicious taste, and it doesn’t interfere with their drinks, making it a convenient choice.

Different people have different preferences – some prefer capsules, while others opt for on-the-go solutions like gummies. Gummies were developed to meet evolving consumer needs for efficacy, safety, and convenience, and we’re thrilled to see people embracing this format.

Also Read: Ragini Hariharan on how Himalaya is shaping the future of herbal wellness in India