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The case examines the marketing strategies adopted by the leading Indian herbal health care company Himalaya Drug Company (HDC) in the late 1990s, particularly the advertisement campaign for its personal care product range ''Ayurvedic Concepts''. The case explores the company''s efforts on R&D, product development and retailing fronts to change the perception of Indian consumers about the contemporariness of Ayurveda for health care. The case also explains the rationale behind HDC''s decision to bring all its brands under an umbrella brand ''Himalaya''. The case is structured to enable students to: (1) understand the issues involved in building the brand image of a product like Ayurvedic Concepts and the role of advertising in building the brand image; (2) understand the pros and cons of umbrella branding for a company; (3) discuss the Indian alternative health care market in general, and Ayurveda in particular. Also, discuss their relevance in the 21st century; and (4) evaluate the options available for HDC with competition intensifying in the market. The case is aimed at MBA/PGDBA students, and is intended to be a part of the marketing curriculum.