Moving up the value chain, Ranbaxy identified Consumer Healthcare as its new business area in the year 2001. Subsequently, Ranbaxy Global Consumer Healthcare (RGCH) business was initiated with the launch of 4 brands: Revital, Pepfiz, Gesdyp & Garlic Pearls.

These brands had a strong equity with consumers and represented the leading common ailment categories like VMS (Vitamins & Minerals Supplement), this portfolio was carefully crafted for the introduction of Ranbaxy's consumer healthcare business in India.

Subsequently in 2004, RGCH launched its first herbal range of products through New Age Herbals (NAH), with products offering remedies in categories of Cough & Cold (Olesan Oil & Cough Syrups) and Appetite Stimulant (Eat Ease).

In 2005, another popular brand, Chericof – The complete cough formula was introduced.

During 2009, the business registered sales of US $ 44 Mn registering a growth of 12%.

Revital, the flagship brand continues to maintain leadership in its segment.

RGCH has chosen a unique Business Communication platform 'The Rainbow Coalition' which is an integrated communication program targeted at doctors at one end and consumers at the other.

In line with this approach, the business continues to reach out to the Doctors to generate prescriptions flow and enhance doctor endorsements for RGCH brands.Simultaneously consumer communication and widespread availability of the product has helped in enhanced coverage

This Rainbow Coalition effort has resulted in sales and prescription growth

RGCH pursued a differentiated sales & distribution Strategy of engaging, FMCG distributors for its products, a first of its kind attempt at Ranbaxy.

The distribution infrastructure of RGCH continues to grow with about 600 Distributors and Distributor Sales Representatives (DSRs) representing RGCH in the Indian market.

Organic and inorganic growth is planned through strategic alliances and/or acquisitions in the large and exciting OTC and Herbal markets. These expansions will serve the consumer and enhance value for its stakeholders

In its first phase of geographical expansion, RGCH continues to focus on ‘growth countries’ which include Russia, Ukraine, Romania, Vietnam, Myanmar and Malaysia. The next stage of expansion is planned in Central and East European countries