Pharma Biggies Vie for a Bigger Share of the Fast Growing Domestic Mouthwash Category in Oral Care Segment Worth Rs 600 Crore and Growing at 25% Annually

* Elder Pharma relaunches AMPM Mouthwash – also introduces a Specific Mouthwash for smokers/tobacco users. * Becomes 3rd major entity after J&J and Colgate in this field; targets 5% market share.

Mumbai, India, October 24th, 2014 — With the completion of its deal with Torrent Pharma for Rs 2,000 crore involving sale of select brands, Elder Pharmaceuticals Limited (BSE: 532322 | NSE:ELDERPHARMEQ) has laid out aggressive expansion plans for achieving a turnover of Rs 1000 crore by FY 2017. In addition to its thrust on the Anti-infectives, Multi Vitamins and Skin care segments, Elder has identified the fast growing mouthwash category in the Oral c are industry as its focus area and to this effect has relaunched its famous AMPM range of mouthwash with an addition of a range for Smokers / tobacco users.

Indian oral care industry, over the last few years, has been one of the fast growing FMCG sectors. The oral care industry is segmented into five categories which include toothpaste, toothbrush, toothpowder, mouthwashes, other oral care products such as dental flosses and chewing gum.

According to Alok Saxena, Managing Director, Elder Pharma, “Among Oral Care products, the mouthwash category has seen high penetration levels with substantial market expansion even in rural and semi-urban areas. There is a major change in the consumer tastes and preferences towards easy to use oral care products in the market. Companies like Elder, focusing on advance solutions for oral health problems for the consumer, are receiving good response from the market.”

Developed by the R&D scientists at Elder Pharma in joint co-operation with practicing dentists, the new AMPM Mouthwash has as its key ingredient ‘Triclosan’, an antibacterial and antifungal agent. Triclosan has been shown to be effective in reducing and controlling bacterial contamination and fighting germs. In addition to its anti plaque and anti cavity properties, AMPM has been designed to fight gum recession, dry mouth, tobacco odour, tartar build up and tooth staining from smoking, yellowing or browning of front teeth due to exhaling tobacco smoke.

AMPM is available in 3 variants AMPM PLUS, AMPM SPECIAL and the newly launched AMPM NICOFRESH specially formulated for smokers/tobacco users. Smoking not only causes bad breath but leaves stains on teeth and leads to gum diseases. In addition to TRICLOSAN, AMPM NICOFRESH contains Sodium Perborate which helps remove smoke and tobacco tar. The oxygenating effect of NICOFRESH hits one of the most stubborn sources of sulfur-producing bacteria and stops it at its source.

Going ahead Elder is also planning to launch mouthwashes based on natural ingredients like aloe vera, green tea and probiotics under the AMPM range.

The Domestic mouthwash industry is presently valued at Rs 600 crore and growing at 25 – 30% pa. Online ecommerce players and organized retail chains are also playing a major role in the market expansion of mouthwashes as oral health & hygiene awareness increases by the day. The leader in the mouthwash category is Listerine which accounts for 70% of market share while Colgate Plax has 17% share. Elder hopes to garner a 5-7% share in the next few years.

Adds Saxena, “The industry has expanded with the introduction of innovative and condition-specific products like mouthwashes for sensitive teeth, for gum care , for discoloration of teeth, for smokers etc. Increased competition from International players has also meant reaching out to the last mile population to promote products.”

Elder’s growth strategy is to lay emphasis on expanding the brands remaining with itself post Torrent deal and strengthening them rather than launch new products. New products are also in the pipeline but will be introduced in a phased manner once the existing brands reach a critical level. Elder group’s target of Rs 1000 cr turnover by 2017 will see equal contribution from its domestic and international operations.

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Fire Up Your Creativity With SPY (NYC Spark Your Creativity)

SPY offers not only a photography lesson but also a journey to unleash participants’ potential to be creatively adventurous, while building skills to increase success in the workplace, such as strategic problem solving for professional development.

New York, NY, October 26, 2014- Sapere vedere’ is an Italian expression, literally translating to “knowing how to see.” For the launch of Spark Your Creativity (SPY) for groups, founder Roberta Fineberg uses photography as a medium for boosting creativity in a customized group experience geared towards enhancing discovery, imagination, and sapere vedere to develop skills that benefit professional achievement and personal satisfaction. Fluent in French, proficient in Italian, combined with English, her native language, Roberta Fineberg concurs that “Spy attracts audiences from around the globe.”

With a dslr, point and shoot, or iPhone, participants are led on an inspirational photo hunt to discover unknown and known treasures of New York City, using the rule of thirds, negative and positive space, while exploring intuition and personal vision. Photo techniques assist participants in creating amazing results, while the focus on composition opens minds to fresh perspectives for capturing the essence of surrounding environments. The sessions not only teach ISO, shutter speed, aperture settings, shooting in manual, highlights and shadows, depth of field and other essential components – but also SPY finds the source of students’ creativity and helps them tap into new ways of thinking. SPY techniques provide creative yet feasible strategies that can be implemented immediately, say, in the boardroom, classroom, in the office, at workplaces or in organizations.

Before SPY, Roberta Fineberg created Images and Words, a class that emphasized learning language through images, discussion, and storytelling. “By integrating writing, art, photography and technology,” Ms. Fineberg explains, “the SPY methodology developed into a creative and analytical approach to problem solving.” With over 103 workshops and counting, reviews from SPY attendees have been overwhelmingly positive, citing the benefits of a workshop:

“I’ll never look at photography and taking pictures the same after my workshop with Roberta.” ~ Delphine, after a 2-hr private night photo workshop

“I received a camera for my birthday and a class at NYC Spark Your Creativity…and it was such a great experience that I keep going back. Every class teaches me something new and allows my creativity to flow a bit more. Roberta is a magnificent teacher – patient, kind, funny, and sincere! I would recommend for everyone – from beginners to seasoned individuals. You can fly solo, with friends or with your partner. This is a great opportunity to learn new things, take great pictures, explore New York and meet new & interesting people. I would highly recommend it!” ~ C.C.

Originally intended to host 99 workshops, SPY has reached its goal and continues to transform, due to the founder’s boundless energy, enthusiasm and over 20 years’ experience as a seasoned photographer.

For more information and to attend a customized group photo experience, visit Register this fall at with code LOVE and pay only $475 for a customized group photo experience of 6 participants / (20% off from $600)

About Roberta Fineberg, creator of SPY:
Roberta Fineberg is a seasoned photographer, author, and teacher. Her work has appeared worldwide in print and online from editorial to commercial assignments, book and cover art, to environmental portraits and lifestyle photography. She has worked extensively with prominent clients including photography for HBO American Beauty campaign (in US Today, TV guide and Entertainment Weekly), AT&T, Le Monde, Ms., to name a few.
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Roberta Fineberg
Roberta Fineberg Photography
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