Hamdard is reinventing the Hakim's
New Delhi: Hamdard, a 95-year old trust organisation, the world's largest manufacturer
and promoters of Unani system of medicines, set up by Hakim Hafeez Abdul Majeed and now
managed by his great grandsons is set for a marketing revamp.
After the gifted Hakim died young in 1922 and
his son Hakim Abdul Hameed and two grandsons Hamid Ahmed and Abdul Mueed made the
organisation into a household name. They converted Hamdard Dawakhana into a trust --
Hamdard National Foundation -- in 1948. Mr Hamid Ahmed is 24 and Mr Asad Mueed is 27 have
management degrees from foreign universities. While Mr Ahmed is responsible for marketing,
his first cousin Mr Mueed heads the research and development department.
Hamdard has several strong brands such as
Rooh Afza, Cinkara, Safi, Sualin, Rogan Badam Shirin and Hamdard Chayawanprash, with a
group's turnover of around Rs 150 crore. The group has now chalked out an aggressive
marketing strategy and launched its first audio-visual ad-campaign for its health drink
flagship brand Rooh Afza.
The Hamdard story began when their great
grandfather set up a small Unani medicine clinic in the Old Delhi area. He called the
clinic Hamdard to signify "sympathy for all." Profit was not his motive. Hamdard
makes effective medicines at affordable prices and reinvests all the profits into
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