Himalaya’s engagement rate surges 40% on back of strong digital strategy

The Over-the-Counter (OTX) market in India is undergoing a rapid transformation, driven by evolving consumer preferences, digital disruption, and a growing emphasis on preventive healthcare. To navigate this dynamic landscape, brands are increasingly relying on innovative marketing strategies, data-driven insights, and a deep understanding of regional nuances. In conversation with Adgully, Vikas Bansi, Business Director – OTX Division at Himalaya Wellness Company, delves into the company’s approach to the OTX market, its integration of martech, its strategies for engaging diverse audiences, and more. 

Given the rapid evolution of martech adoption in India, particularly among SMBs, what specific martech skills or knowledge do you find most critical for your team’s success in today’s market, and how are you addressing any skill gaps? 

With India’s rapid martech adoption, especially among SMBs and digital-first brands, the ability to leverage technology for precision marketing, automation, and data-driven decision-making is now essential. The Himalaya OTX team prioritizes four key martech competencies: 

1. Data-Driven Marketing and Consumer Insights

The ability to interpret first-party and third-party data is crucial for understanding consumer behavior, demand patterns, and purchase triggers.

We leverage predictive analytics, sentiment analysis, and AI-driven segmentation to tailor messaging and optimize campaign effectiveness. 

1. AI and Automation in Performance Marketing

With rising digital advertising costs, AI-powered bidding strategies and programmatic advertising ensure maximum ROI. We employ marketing automation for personalized communication across digital platforms, from CRM-based email/SMS marketing to chatbot-driven engagement. 

1. E-commerce and Omnichannel Martech Integration

The growing dominance of quick commerce, e-pharmacies, and D2C platforms demands seamless integration of martech tools across channels. Our focus is on attribution modeling, ensuring that insights from offline and online sales channels are consolidated for real-time decision-making. 

1. Regional and Vernacular Martech Capabilities

With 75% of internet users engaging in vernacular languages (KPMG-Google), AI-driven language localization is critical. We deploy hyper-personalized regional marketing strategies, using voice search optimization and multilingual content to connect deeply with India’s diverse audience. 

Addressing Skill Gaps and Continuous Learning

To stay ahead, Himalaya invests in: 

• Industry certifications (Google Ads, Meta Blueprint, HubSpot) for performance marketing and automation.
• AI and data analytics workshops to refine real-time marketing capabilities.
• Internal training programs and partnerships with martech leaders to ensure hands-on exposure to the latest tools. 

In today’s market, a strong martech foundation is no longer optional – it’s essential for competitive advantage. Himalaya’s focus on data, AI, omnichannel integration, and localization ensures we remain at the forefront of India’s evolving OTX landscape. 

With the increasing emphasis on ‘Martech for Bharat’ and the power of regional languages, how are you currently adapting your marketing strategies and martech tools to effectively reach and engage diverse regional audiences within India? 

Regional language content is pivotal – we deploy AI-enabled language tools, hyper-localized campaigns, and influencer partnerships to ensure deep consumer connections across diverse geographies. Himalaya’s regional digital strategy has resulted in a 40% higher engagement rate compared to generic campaigns. 

What are the most significant growth drivers and challenges currently shaping the Over-the-Counter (OTX) market in India? 

India’s OTX market is poised for significant growth, driven by rising healthcare awareness, increasing disposable incomes, and a shift towards self-care and preventive health. According to a report, the market is estimated at $7.09 billion in 2025, and is expected to reach $9.22 billion by 2030, at a CAGR of 5.39% during the forecast period (2025-2030). 

The rise of quick commerce platforms has significantly enhanced access to OTC products, offering unparalleled convenience to consumers. However, product availability remains limited due to regulatory restrictions on certain drug-classified formulations. As these platforms evolve, they present a significant opportunity for impulse and replenishment-driven OTC purchases. 

One of the key challenges in the Indian OTX market is the lack of a clear regulatory framework defining OTC products. The industry awaits formal guidelines from the government, including a definitive list of OTC molecules and formulations. A structured regulatory roadmap would provide clarity for manufacturers, improve consumer trust, and enable better retail and digital distribution strategies. 

How is the increasing prevalence of e-commerce and online pharmacies impacting traditional distribution channels for OTX products? 

E-commerce and online pharmacies have significantly disrupted traditional distribution models by offering convenience, competitive pricing, and personalized recommendations. According to market estimates, online sales are expected to contribute 5.94% of the total revenue in the OTC Pharmaceuticals market by 2025. This shift has necessitated an omnichannel strategy where traditional retail and online platforms work in tandem to enhance accessibility and consumer trust. 

The rapid adoption of quick commerce platforms has further altered consumer behavior by enabling instant access to OTC products. With an average delivery time of 10-15 minutes per order, these platforms cater to urgent and impulse-driven healthcare needs, such as pain relief, digestion aids, and common cold remedies. However, regulatory restrictions on selling certain drug-classified products continue to limit the breadth of offerings in this channel. As consumer habits evolve, traditional retail and online platforms are increasingly adopting an omnichannel strategy to enhance accessibility and build consumer trust. 

How are evolving consumer preferences for preventive healthcare and self-care influencing product innovation and marketing strategies in the OTX sector? 

The shift towards preventive healthcare and self-care is reshaping the OTX market in India. Consumers are becoming more proactive about their health, seeking solutions that align with their lifestyle and long-term well-being. A growing number of urban Indians are prioritizing preventive healthcare, with an increasing shift towards natural and herbal alternatives to conventional medicine. According to a Kearney report, the focus on preventive healthcare is on the rise, reflecting a broader trend of health-conscious consumer choices. 

This trend has accelerated innovation in the OTX sector, with brands focusing on: 

• Fortified and functional products – Immunity boosters, probiotics, and nutraceuticals that go beyond symptomatic relief.
• Convenience-driven formats – Gummies, dissolvable strips, and ready-to-drink shots catering to on-the-go consumers.
• Herbal and Ayurveda-based formulations – Aligning with the increasing trust in traditional medicine, especially among millennials and gen Z.

Marketing strategies are also evolving to match these changing preferences. The focus has shifted from transactional promotions to education-based marketing, community-driven engagement, and influencer collaborations. Digital platforms, health-focused apps, and AI-driven personalization are being leveraged to provide tailored recommendations and real-time health guidance. 

Additionally, regional customization is gaining importance. With over 75% of internet users in India consuming content in regional languages (KPMG-Google report), brands are investing in hyper-localized campaigns to connect better with diverse consumer demographics. 

How is Himalaya leveraging its brand heritage and strengths in Ayurvedic and herbal formulations to compete in the modern OTX market? 

With a legacy of close to 100 years in Ayurveda, backed by scientific research, Himalaya is well positioned in the evolving OTX space. Our strength lies in blending traditional wisdom with modern research, ensuring formulations that are effective, safe, and trusted. 

A key pillar of our strategy is the Pure Herbs range, which includes single-ingredient herbal supplements addressing specific health needs. Products like Ashwagandha, positioned for stress management and energy restoration, have seen a surge in demand as mental well-being gains consumer focus. 

According to a Euromonitor study (2023), stress-related supplement sales in India grew by 18% year-on-year, reflecting the increasing adoption of natural solutions for stress, anxiety, and fatigue. Other offerings like Shilajit for vitality and Brahmi for cognitive health further reinforce Himalaya’s presence in the evolving self-care space. 

Beyond product innovation, Himalaya’s focus on clinical validation and sustainability differentiates us in the market. Each formulation undergoes extensive safety and efficacy studies, ensuring credibility in a category often challenged by misinformation. Himalaya also follows a farm-to-shelf approach, reinforcing consumer trust through ethical sourcing and sustainable practices. 

How is Himalaya integrating digital technologies and data analytics into its OTX marketing and sales strategies? 

Himalaya is leveraging AI-driven consumer insights, predictive analytics, and programmatic advertising to optimize marketing effectiveness. We employ first-party data strategies to personalize engagements and use sentiment analysis for real-time consumer feedback, enhancing product development and demand forecasting. 

How is Himalaya addressing the increasing demand for OTX products that cater to specific health concerns or demographics (for example, children, elderly, women)? 

Himalaya’s diverse OTC portfolio is designed to address a wide spectrum of health concerns across different demographics, ensuring tailored solutions for evolving consumer needs. 

• Stress, Cognitive Health and Immunity: With increased focus on mental well-being, products like Ashwagandha (stress management and energy restoration) and Brahmi (cognitive health) have gained traction. Tulasi and Guduchi support immunity, catering to consumers seeking natural preventive healthcare solutions. 
• Men’s Vitality and Reproductive Health: Shilajit and Gokshura are well-positioned for stamina and vitality, while Tentex Royal addresses male wellness concerns, aligning with the growing acceptance of self-care in men’s health. 
• Respiratory and Digestive Health: With seasonal flu and pollution-related concerns rising, Koflet provides effective relief for throat irritation and cough. Gasex is a trusted solution for indigestion and bloating, addressing digestive wellness needs. 
• Pain Management and Mobility: Rumalaya supports joint and muscle health, making it suitable for individuals with active lifestyles or age-related mobility concerns. 
• Weight and Metabolic Management: AyurSlim, enriched with herbal extracts, caters to weight-conscious consumers looking for natural solutions to support metabolic balance. 
• Elderly Care and Lifestyle Needs: With India’s aging population expanding, Himalaya has introduced Adult Diapers, addressing an essential yet underserved category in elderly care. 

Himalaya’s marketing approach prioritizes on educating consumers through science-backed communication, leveraging digital platforms for awareness, and ensuring accessibility across traditional and e-commerce channels. By addressing both preventive and therapeutic needs, Himalaya continues to cater to evolving self-care trends across diverse consumer segments. 

What are the primary challenges and opportunities for OTX brands in balancing ethical marketing practices with the need to drive sales and growth? 

In the evolving OTX landscape, balancing scientific credibility, consumer trust, and commercial growth is critical. With self-care on the rise, ethical marketing ensures responsible communication and regulatory compliance while fostering long-term brand loyalty. 

Challenges in Ethical OTX Marketing

• Consumer misinformation: The rise of digital health content makes it crucial to counter exaggerated claims with evidence-backed education. 
• Regulatory vigilance: Stricter guidelines on product claims require brands to ensure transparent, compliant communication. 
• Striking the right balance: While aggressive marketing can drive sales, it must align with ethical practices to sustain credibility. 

The Role of Doctors and the Ethical Channel

Doctors remain a key stakeholder in the value chain, influencing OTX adoption. Himalaya maintains a strong presence in the Ethical channel through: 

• Scientific detailing and clinical evidence for trusted formulations like Koflet, Gasex, and Ashwagandha. 
• Doctor engagement and education programs to bridge Ayurveda with modern medicine.
• Sampling and pharmacist advocacy to reinforce product efficacy. 

The Opportunity: Responsible Consumer Engagement

Himalaya adheres to ASCI and regulatory guidelines, ensuring: 

• Transparent advertising with science-backed claims.
• Consumer education through digital and retail touchpoints.
• Trust-building across multiple channels, from doctor recommendations to pharmacist guidance.

As OTX grows, brands that uphold ethical marketing and medical credibility will lead the industry, shaping a more responsible self-care ecosystem. 

What are the top 3-5 KPIs that are prioritized to measure the success of marketing strategies in Himalaya’s OTX division? Could you explain why these specific KPIs are crucial? 

• Sales Growth and Market Share (Monitored via IQVIA and Nielsen)
• Digital Engagement Metrics (CTR, conversions, social interactions)
• Retail Offtake and Distribution Expansion (Pharmacy and GTM coverage growth)
• Brand Health Scores (Consumer trust, awareness, and NPS)
• ROI on Marketing Investments (Attribution modeling and effectiveness analysis)

These KPIs ensure a 360-degree evaluation of performance, from brand perception to commercial success.