Behind the trusted brand Shree

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Rafe Perry
5 years ago
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3 1 Behind the trusted brand Shree Dhootapapeshwar of today is an extraordinary saga that goes back more than 135 years in time. This story is about a Vaidya family of India that revolutionized the production and use of Ayurvedic medicines for the treatment of the masses. It speaks about how a determined and committed family worked innovatively and ahead of its time in developing effective therapeutic remedies for the use of the Ayurvedic fraternity in their efforts to heal the people. It also traces the evolution of a family run enterprise into a professionally managed multidisciplinary organization. Through interesting stories and pictures this brochure narrates the contribution of people and products in creating the legacy of Shree Dhootapapeshwar of today. We welcome you to this brochure

4 3 The Genesis As the saying goes necessity is the mother of all inventions. So did Shree Dhootapapeshwar emerge out of a need. In 1872, late Vaidya Krishnashastri Puranik a successful & renowned Ayurvedic physician, hailing from Dhopeshwar, an idyllic coastal town in Maharashtra India, was required to undertake production by himself instead of giving prescriptions for compounding. He did this to ensure quality and consequential relief to his patients. This was the beginning of Shree Dhootapapeshwar Limited, then known as Shree Dhootapapeshwar Aryoaushdhi Karkhana of Panvel. This was 1 year before introduction of paper made from wood pulp (1873) and 5 years prior to production of the first telephone by Edison and the first lawn tennis championships to be held at Wimbledon (1877). Circa 1891 A desire to take medicines is perhaps the great feature which distinguishes man from other animals Sir William Osler Canadian Physician

5 4 Scaling of production to meet the demands of progressive India was a challenge that was undertaken by his son Vaidya Vishnu Shastri Puranik. Larger batch sizes suited for high technology and process specific products like Bhasmas, Rasayanas and Asavarishtas were the need of the time. His improvisation and absorption of technology through process efficiency and machines to manufacture Ayurvedic formulations without any change in the spirit of the Ayurvedic diktat was innovative and ingenious for its times. We at Shree Dhootapapeshwar, even today follow the batch protocols that were employed then. This has allowed us to maintain and uphold the trust of Ayurvedic practitioners and consumers till today. At the turn of the century, Shree Dhootapapeshwar was being regarded as a source for quality formulations and the primary process of marketing was through mail order catalogues. Over a period of time sales depots were established in major cities of North and Western India. The company had established 6 depots by Circa 1908 Shree Dhootapapeshwar organizes a Pan Indian congregation of Vaidya's in Panvel. This All India Ayurvedic Congress is a first of its kind and kindles the spirit of scientific deliberations amongst the fraternity

6 A period prior to 1872 Circa 1877 Edison produces first telephone Circa 1873 Circa 1891 Circa1877 First Championship Wimbledone Shree Dhootapapeshwar Temple Vd. Krishnashastri Puranik Corporate symbol

7 Vd. Vishnu Shastri Puranik Vd. Gangadhar V. Puranik Mechanised trituration 1903 Drakshasav Sales Depots in 1947 Publication of Arogyamandir Patrika All India Ayurvedic Congress, Panvel-1908

8 7 The Impetus Vaidya Gangadhar Vishnu Puranik took over the reins of the company in 1925 after the untimely death of his father. India was now fast changing and with the communication facilities improving by the day the Dhootapapeshwar goodwill was being recognised in far-flung corners of the country. The manufacturing plant attracted illustrious leaders of the independence struggle like Bal Gangadhar Tilak and Mahatma Gandhi. It also played host to leading Ayurvedic practitioners, academicians and thinkers of the country who came seeking information and more importantly knowledge about the novel products and processes being employed. The words 'Panvel' and the Shree Dhootapapeshwar became synonymous with Ayurvedic traditions and culture. The company emblem of a temple in a circle was recognised as a mark for quality efficacious products. Post 1947, the year of India's independence, the company launched a series of branded Ayurvedic formulations designed to deliver specific therapeutic solutions. These TM TM were Shilapravang (for male vigor and vitality), Drakshovin (a grape based TM TM restorative elixir for the entire family), Kumarex (drops for infants ) and Ashotone (a uterine tonic) to name a few. Employment of advertising agencies for brand promotion, opening of depots to improve distribution reach were some of the strategic steps undertaken by the organization during this period. With 26 depots and field operations in 8 major states of India the Dhootapapeshwar brand became truly national. Modern technology was also being deployed and constantly upgraded in the packaging operations leading to superior presentation of the products.

9 8 In the 1950's and 1960's, the company launched its own in-house publication TM Arogyamandir Patrika specifically for the Ayurvedic fraternity. This publication quickly gained popularity amongst the practioners and became a forum for exchange of scientific views. In keeping with its ideology of disseminating knowledge Dhootapapeshwar organized series of All India Ayurvedic Congress symposiums in Panvel. Both were path breaking events and generated tremendous goodwill for the organization. The Consolidation The plant in Panvel was working at rated capacity and there was an urgent need for expansion and consolidation of the product portfolio. In 1973, the company commissioned a second manufacturing unit at Bangalore in the southern state of Karnataka. This was a plant designed to manufacture modern dosage forms like tablets, capsules, oral liquids, gels and liniments. It was also capable of manufacturing close to 2.0 million liters of Asavarishtas annually. Solumiks In 1975, the company spun off a marketing arm Solumiks to woo the physicians trained in Western medicine. This division marketed products with sound Ayurvedic principles based on modern day dosage forms such as tablets, capsules, gels and ointments. It employed the classical pharmaceutical industry route of marketing its products to the modern medical practitioner. T M T M B r a n d s M y o s t a a l ( a n t i a r t h r i t i c ), V i m l i v TM TM (Hepatoprotective), Pyroflex (Pain management) Afrodet TM and Afrol (both to treat male infertility) quickly gained the confidence of the physicians and became brand leaders in their categories.

10 Foundation Stone Bangalore Plant GMP Certificate ISO-9001: 2008 Bangalore Plant

11 Mahayograj Guggul

12 11 The product portfolio was increased to 16 brands by the year 1990 and encompassed products in the therapeutic segments of Arthritis, Hepato-protective, pain therapy and GI Tract disorders amongst others. The focus of the company in catering to the needs of the consumer with traditional generic products now also encompassed branded products via the Solumiks division. Ethical marketing became the forte of the company. In 1998 Solumiks reached critical mass and was incorporated as a distinct entity Solumiks Herbaceuticals Pvt. Ltd. Traditional Range This period of consolidation also saw a renewed focus on the traditional or generic range of products that the company had been manufacturing since inception. The goodwill of the group has been earned through the consistent quality production of these seemingly simple formulations. The manufacture of traditional Ayurvedic formulations may involve some of the most common raw materials but the processing requires great technical expertise. Ayurveda is very clear and exacting on the standards that have to be maintained for the production protocols. Over the years the production capacities have been given the benefit of modern machines and technological advancement but the basic spirit and processing remains unchanged. Faster and Cheaper have never been the key guiding lights for enabling change in production operations. SDL has always believed in the sanctity of the Spirit behind the Letter as prescribed by Ayurveda.

13 12 The Panvel Plant manufactures product categories like Bhasma, Rasayanas, Arka, Avalehas and other Ayurvedic specialties. The production from this plant that has been established in the year 1872 is marketed by a strengthened network of trained field staff catering to the physicians of the major part of India. Our Traditional products marketing and distribution lines have been re-set and are now fully operational. Novel product lines such as Suvarna Kalpa (gold containing products), Guggul Kalpa (guggul containing products) and Choorna s (microfine herbal mixtures) have been introduced and accepted by the market. The customer is clearly identified for the marketing of these products the Ayurvedic Vaidya, dedicated Ayurvedic outlets and the lay consumer. Our OTC launch plans are in place and would be the next focus area after achievement of critical mass. The marketing of this range of products is today's main focus area for the group. Ambitious growth plans supported by a major expansion and updating of the product portfolio are some of the plans on the anvil. Research & Development The Company has developed itself as a technical centre for fundamental and applied research in Ayurveda. The R&D Centre offers services such as product concept & formulation development, clinical trials management, ethical animal testing, quality improvement programmes, development of quality assurance protocols and contract herbal cultivation.

14 A A S H W A M E D H KV set Elixirs-Aloe & Ginger Chyavanprash Massage Oils Tambul

16 15 A team of research workers are engaged in the study of ancient scriptures for formulae development and perfecting the products in the light of modern scientific knowledge. New Horizons. New Vistas International Operations-Brand Marketing The world at large is now realising the significance of holistic approach of Ayurveda in general and the utility of herbal formulations in particular. Scholars of Western medicine are turning to study of Ayurveda with great hope and expectation. In tune with the future Dhootapapeshwar has been steadily building its international footprint. After a decade of perseverance the export operations are bearing fruit and the company has a presence in the USA, Germany, Netherlands, Switzerland, Russia, Ukraine, Latvia and Sri Lanka. The presence of Dhootapapeshwar and its associate companies such as Solumiks and Om Healthcare Products have made their mark in these markets by marketing their brands through local networks. In certain markets Dhootapapeshwar has been a trusted supplier of bulk products meeting buyer and regulatory requirements. Ingredients Dhootapapeshwar has made a successful entry in the US herbal ingredients market. It has established relationships with buyers from the herbal cosmetics and dietary supplements industry of the US. Certified Organic, standardized range of botanicals are the offerings of this new venture. Oxiberry (Indian goose berry, known as Amla, based ingredients) and Pomylan (pomegranate based ingredients) are the flagship brands of this activity.

17 16 Cross linkages with the farming community, fair margin principle and complete control over farm to warehouse operations are some of the distinguishing features which give us the edge. Contract Manufacturing Through Om Pharmaceuticals Limited, an associate manufacturing organization Dhootapapeshwar offers complete end to end contract manufacturing solutions which span from concept development, packaging and branding ideation as well as execution and manufacturing at global standard facilities. Om Pharma is the first Ayurvedic manufacturing unit in India and the world to be certified under the guidelines of ISO We have been part of the process to define the GMP requirements for Ayurvedic manufacturing and are confident of achieving US FDA recognized status for manufacture of dietary supplements.this manufacturing premises spread over acres has its focus of being a primary source for Ayurvedic formulations in dosage forms like cellulose capsules, tablets, syrups, liniments, and gels. The Future Ayurvedic formulations have a bright future in the years to come for those whose approach has been backed by fundamental home work. Shree Dhootpapeshwar reaffirms its commitment to the principles of Ayurveda and looks forward to a challenging as well as rewarding future.

18 A A S H W A M E D H

19 SOLUMIKS HERBACEUTICALS

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22 21 Product Portfolio-Aashwamedh Range

23 22 Product Portfolio - Solumiks Herbaceuticals

24 Accreditations 23

25 Ayurved, often referred to as the Science of Life, is an all encompassing philosophy that prescribes a Way of Life. Its dictates focus upon the Quality of Life in relation to Nature all around. At the heart of this science lies the objective of maintaining Total Health. Total Health is a concept that goes beyond the simplistic approach of disease and remedy and stands for the individual human capacity to realise it s fullest potential in life. Ayurved, being a compilation of deep knowledge and experiential wisdom, was updated time and again as per changes in human needs through the ages. It s basic principles, however, being based on universal truths, have remained constant throughout all ages, and are even today, just as valid as they were at the beginning of mankind. This fact makes Ayurved the true science o f life, valid for as long as life exists.

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