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With a 90-year legacy built on the foundation of Ayurveda, Himalaya Wellness Company has emerged as a digital-first player in India’s fast-evolving wellness market — especially in the Over-the-Counter plus Prescription (OTX) category.
Leading this transformation is Vikas Bansi, Business Director of the OTX Division, who believes that the brand’s strength lies in staying grounded in its roots while being agile enough to anticipate and act on emerging health and consumer trends.
Building long-term trust in OTX
“After almost 20 years in healthcare, especially in a market as vibrant and complex as India, you begin to understand what truly resonates with people,” says Bansi. According to him, success in the OTX segment isn’t about jumping onto every trend, but rather building enduring trust. “Ayurveda isn’t just tradition. It’s a timeless science — and increasingly backed by modern research.”
That approach allowed Himalaya to spot shifts early on — from the rise of self-care to the importance of holistic immunity — and build robust systems to navigate distribution and regulatory challenges.
Beyond the pandemic: A sharper focus on stress, immunity, and respiratory health
For Himalaya, the pandemic didn’t shift direction. It sharpened focus. Products like Tulasi, Guduchi, Ashwagandha, and Koflet were already part of the portfolio. What changed was the format and storytelling — evolving to fit modern consumer behavior.
Formats like gummies, rehydration drinks, and dissolvable tablets made products more accessible, while communications focused on benefit clarity. Ashwagandha, in particular, gained traction for stress and fatigue, as Himalaya leaned into holistic solutions addressing root causes — not just symptom relief.
The company also launched clinically validated offerings like its organic pure herbs and Shilajit range, underlining a commitment to transparency and authenticity.
AI, martech and the power of personalisation
For a brand rooted in Ayurvedic science, embracing cutting-edge martech may seem counterintuitive — but not to Bansi. “AI and martech are powerful enablers that help us deliver Ayurvedic wisdom more effectively,” he says.
From predictive analytics and sentiment analysis to regional content strategies and real-time campaign optimisation, Himalaya’s tech stack helps the brand stay hyper-relevant to India’s diverse audience. “It’s about making Ayurveda accessible and personalised,” he says. Local-language content and micro-targeting are key tools in the brand’s arsenal.
Winning Gen Z and millennials with format and content innovation
As younger consumers demand authenticity and scientific backing, Himalaya has evolved both its product formats and storytelling. Multi-benefit gummies, lower-sugar drinks, and campaigns like the Ashwagandha rollout — with influencer-led storytelling, interactive stress assessments, and a dedicated microsite — reflect the brand’s digital-first mindset. Over 70% of Himalaya’s media budget is now allocated to digital platforms.
Trends and white spaces in the OTX segment
Bansi sees major headroom in preventive wellness beyond just immunity — particularly in gut health, sleep, and mental well-being. There’s also growing opportunity at the intersection of OTX products and digital platforms like home diagnostics and virtual care. But regulatory clarity, he says, is essential to unlock innovation and build consumer trust.
The channel-less consumer and omnichannel strategy
“Today’s consumer doesn’t think in terms of channels,” says Bansi. “They want seamless experiences across pharmacy apps, quick commerce, and traditional retail.” Himalaya’s omnichannel strategy is built on consistency — across inventory, promotions, messaging, and touchpoints. Voice search, multilingual content, and regional targeting are pillars of its local-first digital approach.
Balancing Ayurveda, science, and ethics
For Himalaya, the balance of tradition and science isn’t just branding — it’s built into the product and process. “Ayurveda offers the framework. Science ensures efficacy. Ethics drive sourcing, manufacturing, and communication,” he explains. Clinical validation, transparent sourcing, and responsible marketing form the core of Himalaya’s wellness proposition.
The road ahead
Looking ahead, Bansi is most excited about the momentum around preventive wellness. Consumers are building health-focused routines and exploring natural, effective solutions — creating tailwinds for the OTX category.
Challenges remain — including misinformation, inconsistent offline execution, and regulatory ambiguity — but the path is clear. “The opportunity to shape a credible, accessible, and holistic health landscape is immense,” he says.
As Himalaya continues to evolve, it does so with a steady hand on its ancient roots and a clear eye on what’s next — creating a wellness ecosystem where trust, tech, and tradition converge.
