Brand Strategy in Siddha Medicine

Siddha products or medicines are manufactured from herbal plants and processed metals and minerals. These raw materials, put together in proper combination and the end results in different forms, serve a useful purpose of consumption. The purpose may be curing of diseases or maintaining general health. The present study has made an attempt to brand strategy of siddha medicines by considering a sample of 123 companies. Brands in Siddha medicines are broadly classified into three types viz., family brand, multiple brand and regional brand. It is established that a number of Siddha medicine manufacturing units in Tamil Nadu strategically adopted family brand.