The Economic Times Online Printed from economictimes.indiatimes.com > Financial Times -----------------------------------------------------------------------------
TIMES NEWS NETWORK[ FRIDAY, MAY 06, 2005 02:37:02 AM] Sign into earnIndiatimes points BANGALORE: Herbal Science, a company set up in Bangalore in late 2004, has announced the launch of their first product � Party Smart. The product, researched and developed by the Himalaya Drug Company, is a herbal formulation that prevents hangovers. "Party Smart doesn't enhance or diminish your high," reassured Mr Farid Humayun, vice president, marketing and operations, Herbal Sciences. Alcohol consumption may give rise to headaches, nausea, fatigue and other unpleasant symptoms, commonly referred as the "morning after." Though partially excreted through urine or sweat, alcohol is mainly converted into toxic acetaldehyde causing the above mentioned unpleasant symptoms. "Taking one capsule half an hour before alcohol consumption prevents the accumulation of acetaldehyde in the body," explained Dr SK Mitra, executive director, research and technical services, Himalaya Drug Company. However, though Party Smart can prevent hangovers, it can certainly not prevent the long term consequences of excessive alcohol consumption, reminded Dr Mitra. The product has already been test marketed in many cities in India for the last two and a half years by the Himalaya Drug company before being sold to Herbal Science. "Party Smart didn't really fit with Himalaya's image", said Mr Humayun. Clinical trials have also been conducted at Kanpur Medical College and in Himalaya research centre in Bangalore on 100 patients though no women were included in the trials. "Other lifestyle products are still to come," said Dr Mitra. The company also has plans to distribute its products abroad through global partners.
