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  • Himalaya launches HiOra, a range of herbal oral care products

    Published on January 4, 2011


    New Delhi: The Himalaya Drug Company, a leading herbal health and personal care company, launched HiOra, a complete range of herbal oral care products for safe and effective treatment of teeth and gum ailments. The range, which will be promoted through dentists and doctors, was unveiled by Mr. Philipe Haydon, President & CEO, Pharmaceuticals, The Himalaya Drug Company.

    What does HiOra mean?

    The name HiOra is drawn from ‘Hi’ of Himalaya and ‘Ora’ of Oral Care. It also stands for high quality oral care products. The range includes HiOra-K toothpaste (for sensitive teeth), HiOra mouthwash – regular, HiOra-K mouthwash (for sensitive teeth), HiOra-SG (mouth ulcer gel), HiOra-GA (gum astringent) and HiOra-Shine (whitening toothpaste). The products are priced between Rs 32/- to Rs 80/-.

    Philipe Haydon shared, “The personal oral care (FMCG) market in India is worth around Rs. 4400 crore. The ethical oral care market is worth Rs. 250 crore and growing at approximately 21 % year-on-year. This indicates an increasing awareness for oral hygiene. Himalaya’s HiOra range is India’s first range of herbal oral care products in the prescription oral care segment, addressing specific mouth ailments. The range will be promoted through dentists and doctors, whom we believe are key to educating people on good oral health and hygiene. All products in this range are 100% vegetarian and clinically proven.”

    He further added, “Through HiOra, we will offer customers a range of herbal, highly researched and effective oral care products for maintaining oral health. While the range will be promoted exclusively through dentists and doctors; products like regular mouthwash and whitening toothpaste will also retail at leading supermarkets apart from chemist outlets.”

    Himalaya’s entry into the prescription oral care segment is driven by three key insights:

    Himalaya enjoys strong equity in the herbal healthcare space; its products are known for research, safety and efficacy and widely prescribed by doctors.

    The brand has generated substantial awareness in the oral care market on the strength of its toothpaste – ‘Himalaya Dental Cream’, one of the fastest growing products in its consumer care portfolio.

    There is no other herbal player in the prescription oral care segment, which is growing rapidly.

    With the launch of HiOra, Himalaya has become India’s first herbal player in the prescription oral care segment.