Elder Health Care launches new brand ‘Fuel for Men’ in alliance with VLCC

Elder Health Care Limited, part of the Rs 500-crore Elder group of companies, is strengthening its presence in the Health & Personal care category. The company plans to introduce a complete range of male grooming products starting with the launch of a deodorant body spray, 'Fuel for Men'.

The product has been created in alliance with VLCC Personal Care Ltd. Dr Anuj Saxena, managing director, Elder Health Care Ltd and Vandana Luthra, CEO, VLCC, unveiled the three variants, Ignite Flame, Unravel Mystery & Arouse Passion in Mumbai, today.

The launch campaign will involve print and television advertising; point of purchase promotions and outdoor hoardings. ''Fuel for Men'' deodorant body sprays will be available across the country at large retail stores, supermarkets, general stores and grocers. The deodorants are hypoallergenic products with a shelf life of 18 months.

'Fuel for Men' deodorant body sprays offer the vital benefits of odour protection without compromising on the fragrance. ''Deodorants are the highest volume products and one of the fastest growing products in the men's grooming category.

As per industry statistics, the men's grooming market in India is currently estimated at Rs1,500 cores, and is growing at 12 per cent compound annual growth rate.

Elder Health Care Ltd realised this opportunity in 2007 and entered the men's grooming segment with Fairone Man.

"Today Fairone Man enjoys a market share of 5 per cent in the Rs95 crore Men's fairness cream market," said Dr Saxena quoting  Nielsen MAT for December 2008. "We plan to attain a market share of 5 per cent of the Rs400-crore deodorant market with the launch of 'Fuel for Men,'' he added.

On further developing the male grooming category, Dr Saxena said, ''To cater to the rising aspirations of the metrosexual man, VLCC has developed a complete range of male grooming products including shaving gels, after-shave balm hair styling and strengthening gel and deodorants, which will be launched, marketed and distributed by Elder Healthcare Ltd under the brand ''Fuel for Men.''

The company plans a phased launch with deodorants being introduced first, followed by hair styling and strengthening gels, shaving gels and after shave balms, all under the 'Fuel for Men' brand umbrella.

Speaking about the alliance with Elder Health Care Limited for 'Fuel for Men', Vandana Luthra, CEO, VLCC, said, ''With the fast growing male grooming market and the advent of many new players, it was imperative that the existing players redefined themselves constantly and maintain their market leadership. The strategy revolves around increasing penetration in the market by building interest and loyalty amongst the consumers. We are glad to be associated with Elder Health Care as they have been one of the leading players in this industry and have a substantial distribution network. This will help us effectively leverage the male grooming segment, with our best-in-class basket of products."