Elder Healthcare looking to introduce more personal hygiene, lifestyle health care products

Chennai: Elder Healthcare Ltd, part of the Rs 500 crore Elder Group of Companies, reportedly has plans in the offing to enhance its offering in the personal hygiene, pain relief and preventive lifestyle-related ailment segments.

The company plans to introduce 10 to 12 additional products in the grooming and OTC pharma segments in about a year's time.

Elder Healthcare is planning to introduce a muscle rub via a brand extension of the existing pain relief balm brand Tiger, a mouth freshener via a brand extension of its oral care brand AMPM (mouth wash), and a medicated shampoo under the brand name Foltene which will address hair loss and rejuvenation. The company has not ruled out the possibility of marketing tie-ups with international brands in these categories.

The company at present has products such as Tiger Balm (under licence from a Singaporean company, Haw Par Healthcare), AMPM mouth wash, Burn Aid (under licence from Rye Pharma of Australia) the Blistex range of lip care products, lozenges under the brand name Solo and fairness cream and soaps under the brand name Fair One.

Elder healthcare saw a turnover of Rs 46 crores last year, and expects it to double this year. The company is likely to spend close to Rs 2.5 crore in promoting its latest cream, Fair One Man, which has been introduced in the northern markets. The Rs 300 crore men's fairness cream market has two other players, HLL and Emami, and is reported to be growing at 100 per cent annually.