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

Himalaya Wellness, founded in 1930 by M Manal, has emerged as a leading global health care brand dedicated to enhancing health and well-being through herbal remedies. Inspired by the lush forests of Dehradun, Manal committed his life to researching the science of Ayurveda and developing products that would improve people’s lives.

With a diverse portfolio that spans pharmaceuticals, personal care, baby care, nutrition, and animal health products, Himalaya Wellness is recognized for its promise of ‘Happiness through Wellness’. The brand offers trusted "head-to-heel" wellness solutions, combining traditional Ayurvedic wisdom with modern scientific research. Employing over 290 researchers, Himalaya utilizes a variety of Ayurvedic herbs and minerals to create innovative health and personal care products. Today, Himalaya Wellness is celebrated for its dedication to quality and efficacy, making it one of the most trusted herbal brands in the world, bringing wellness solutions into millions of homes globally.

In an exclusive conversation with Adgully, Ragini Hariharan, Marketing Director - Beauty and Personal Care, Himalaya Wellness, shares insights into the evolving landscape of wellness and personal care. She highlights the brand’s latest initiatives, including the #TakeMySPOT and # StartswithGums campaign, and how Himalaya continues to innovate with its holistic, head-to-heel solutions. With a legacy rooted in Ayurveda and trusted by millions globally, Himalaya is leveraging digital and social platforms to enhance consumer engagement and remain a leader in the wellness industry.

Himalaya is known for offering “head-to-heel” wellness solutions globally. How does this holistic approach influence your marketing strategies, especially in the Beauty & Personal Care segment?

A holistic approach means that we don’t just focus on individual products or specific concerns; but look at the broader picture of overall well-being, ensuring that every product we offer contributes to a comprehensive, whole-body health experience.

In the Beauty & Personal Care segment, this philosophy is reflected in how we develop and market our products. Our marketing strategies emphasize the importance of integrating skincare, haircare, and oral care into a daily routine that nurtures the entire body.

We leverage this holistic approach by highlighting the natural and Ayurvedic foundations of our products. Each product is formulated with time-tested herbs and natural ingredients, ensuring that they are not only effective but also gentle and safe for the body as a whole. Our marketing emphasizes these benefits, educating consumers on how our products work together to promote long-term health and beauty, rather than just offering short-term fixes.

Furthermore, our head-to-heel wellness philosophy drives us to be consistent in our messaging across all touchpoints. Whether through digital campaigns, in-store experiences, or influencer partnerships, we ensure that our holistic approach to wellness is clearly communicated, helping consumers make informed choices that align with their desire for comprehensive, sustainable, and effective personal care solutions.

How does Himalaya ensure that its products remain relevant in the highly competitive beauty and personal care market, particularly with the growing consumer demand for natural ingredients?

The wellness and personal care industry is rapidly evolving, driven by significant trends that are shaping its future. Among these is the rise of skin minimalism, where consumers are gravitating towards streamlined yet effective routines. There’s also an increasing demand for natural and clean formulations that are scientifically validated. Additionally, the concept of holistic wellness is gaining prominence, with consumers seeking products that support overall well-being rather than addressing isolated concerns.

Sustainability has also become a conscious priority, with consumers increasingly favoring products that are both effective and environmentally responsible.

At Himalaya Wellness Company, we are not just responding to these trends – we are at the forefront of driving them. Our approach has always been to blend the wisdom of natural ingredients with scientific innovation, aligning perfectly with today’s consumer preferences for effective, natural solutions. We’re continuously innovating and expanding our product range to meet the ever-evolving needs of our customers. Our R&D team is dedicated to developing formulations that combine time-honoured natural ingredients with advanced active compounds. A prime example is our Himalaya Dark Spot Clearing Turmeric Face Serum, which pairs cold-pressed Turmeric extract (using the traditional Svarasa process) with Glycolic Acid and Niacinamide – scientifically proven actives that improve skin texture and reduce hyperpigmentation.

Also, consumer insights are at the heart of our strategy. By closely analyzing feedback from in-store visits and personal interactions, we stay ahead of the curve, identifying emerging trends and unmet needs. This allows us to create products that cater to the rising demand for minimalism – offering effective, natural, and multifunctional solutions.

In summary, Himalaya’s strategy is to lead in the natural-active ingredient trend, delivering products that offer the best of both worlds. By continually innovating, we’re not just adapting to industry changes – we’re actively shaping the future of wellness and personal care.

Himalaya PartySmart’s collaboration with actor Aditya Roy Kapur brought attention to natural hangover prevention. How do celebrity endorsements influence your campaigns, and what criteria do you consider when selecting brand ambassadors?

We believe that celebrity endorsements can significantly enhance the reach and impact of our campaigns, especially when the celebrity’s values and lifestyle resonate with our brand’s mission. In the case of Himalaya PartySmart, our collaboration with Aditya Roy Kapur was a strategic decision aimed at promoting health, wellness, and responsible choices. He has a broad appeal and dedication to wellness, and partnering with him aligns perfectly with our goal of encouraging responsible celebrations.

With increasing global interest in wellness and sustainability, how is Himalaya integrating these trends into its marketing and product strategies, especially within the Beauty & Personal Care category?

Sustainability is not just a trend for us – it’s the cornerstone of our philosophy. This commitment is reflected in every aspect of our operations, from the sourcing of raw materials to the final packaging of our products. We have leased farms where we grow and source the natural and organic ingredients used in our formulations. This direct involvement in the cultivation process allows us to ensure the purity and authenticity of our products, offering complete transparency to our customers. They can trust that when we say our products are natural, we can trace the ingredients back to their very origin.

In terms of packaging, we are committed to reducing our environmental footprint. We use 100% recyclable materials and are actively transitioning to even more eco-friendly options. This dedication extends across our supply chain, where we responsibly source herbs from farms that practice regenerative agriculture. This ensures that our ingredients are not only pure but also sourced in a manner that supports the health of the planet.

Our approach to marketing is guided by a commitment to transparency and authenticity. We understand consumer skepticism around sustainability claims, so we strive to build trust by being open about our processes and the care that goes into our products. By integrating these sustainable practices into our marketing and product strategies, we not only meet the growing consumer demand for wellness-focused and environmentally responsible products but also contribute to a healthier, more sustainable world.

Could you share the inspiration behind the #TakeMySPOT campaign in collaboration with the Royal Challengers Bangalore Women’s Cricket team? How does this campaign align with Himalaya’s brand values?

The #TakeMySPOT initiative was inspired by our passion to empower women and challenge gender stereotypes. I’m particularly happy and proud to share that the campaign has not only raised awareness but also broken gender stereotypes by spotlighting opportunities for women to take their well-deserved spot in sports, particularly the field of cricket. The campaign carries a powerful message, recognizing the hard work and determination of women across all walks of life who have carved their own spaces and earned their rightful place. The campaign also aligns with Himalaya’s broader commitment to celebrating women in sports and driving social change. By spotlighting the accomplishments of female athletes, it aims to foster a supportive environment that recognizes their contributions on the field.

While launching our latest Himalaya Turmeric Dark Spot Clearing Face Wash and Face Care Range, our focus has been on celebrating women in sports and acknowledging their well-deserved place on the field. The victory of the Royal Challengers Bangalore women team in Women’s Premier League and bringing home the trophy, further amplified this proud objective.

The #ItStartsWithGums campaign highlights the importance of gum health, a topic often overlooked in oral care. What strategies did you employ to engage and educate consumers about this vital aspect of wellness?

The #ItStartsWithGums campaign is an initiative by Himalaya Wellness Company aimed at raising awareness about the crucial role of gum health in maintaining overall oral hygiene. To achieve this, we employed a comprehensive 360-degree campaign strategy that engaged consumers across multiple touchpoints.

Central to the campaign were three digital films that used a light-hearted, humorous approach to address serious oral health issues. Each film highlighted a common problem – such as bad breath, bleeding gums while brushing, or pain while eating – and revealed that unhealthy gums are often the underlying cause. These films were widely shared across platforms like YouTube and Facebook to maximize reach and impact.

In addition to the digital films, we partnered with influencers, including dentists and health experts, who shared their insights on the importance of gum care. This was complemented by strategic digital OOH displays at Bengaluru airport, ensuring the message reached a broad audience.

Furthermore, we organized free dental check-up camps at corporate offices and residential societies. These camps provided on-the-spot gum health assessments and served as valuable educational touchpoints, directly engaging with consumers to emphasize the need for proactive gum care.