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Business

Elder Health Care Ltd, Part of the Rs 1000 Crore Elder Group, Forays into the Rs 150 Crore Herbal Energy Booster Market

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* Bags exclusive marketing rights for ‘Stay ON’ herbal male energy booster supplement, expands distribution network to 700,000 outlets across South Asia. * Plans more products – own and in-licensed – over the next 12 months.

Mumbai, India, January 09, 2013 — Elder Health Care Ltd (EHCL) [ http://www.elderhealthcare.in ] has forayed into the fast growing, Rs 150 crore Herbal Male Energy Booster market by virtue of a tie-up with M/s Shree Maruti Herbals, a leading developer of quality herbal medicines. EHCL has begun marketing Maruti Herbals’ flagship product ‘Stay ON’, India’s 3rd largest product in this category with a 5% market share and has expanded its network to over 700,000 outlets across the country & around. EHCL has been aggressively increasing its OTC (Over-the-Counter) portfolio over the last few years and has a total of 13 products (own and licensed) covering segments like Skin care, Hair care, pain management, fairness segment (both men and women), oral care, lip care, burn categories, Men’s/Women’s grooming etc.

Shree Maruti Herbal has for several years developed quality herbal medicines targeted at age-related and lifestyle ailments which are left neglected due to ignorance, myths, inhibitions and taboos surrounding them. The company has a full-fledged R&D centre which carries out pharmacological studies on herbs and their adaptability to new lifestyles. Backed by modern manufacturing techniques this has resulted in superior formulations for common lifestyle symptoms like diabetes, erectile dysfunction, piles and related problems.

“Our strong marketing and distribution network is encouraging us to launch brands – own or in-licensed – at a rapid pace as the distribution and supply logistics are already in place. With Stay On we are able to add another partner to our establishment which has great potential.” says Dr Anuj Saxena, Managing Director, Elder Health Care Limited.

Stay ON has excellent brand recall in the market, has no side effects and has high media spends to educate consumers about symptoms and deficiencies and how to treat these to achieve lasting benefits. With the availability of the product across India, EHCL is expecting to double the sales to Rs 15 crore by 2013-14 and to Rs 50 crore by 2014-15.

The herbal energy booster supplement market is pegged at Rs 150 crore and is growing at the rate of 15% p.a. The demand comes from Males aged 25 and above across Metros, Tier I & Tier II cities. Other players in this field are market leader Dabur Shilajit with a turnover of about Rs 50 crore followed by Baidyanath Vita Ex/ Vita Ex Gold with a turnover of approx Rs 20 crore, Zandu Vigorex, Zydus Musli Vital and Musli Power. Ajanta Pharma’s famous brand 30+ was acquired by Dabur India Limited some time back.

Going forward EHCL plans to introduce newer products in the Herbal Energy booster segment within the next 12 – 24 months.

For more information visit http://www.elderhealthcare.in

Press & Media Contact:
Mitesh M Kapadia
Sentinel Public Relations Pvt Ltd / Sentinel Advertising Services
B-603, Samajdeep,
Near Bhanu Park/Seasons Restaurant
Adukia Road, Off S V Road
Kandivli (W), Mumbai 400 067. INDIA
Tel: (91 22) 28625131/32
Cel: +91 98205 03876
Fax: (91 22) 28625133
mitesh@publicrelationindia.com
http://www.publicrelationindia.com

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Healthcare

Elder Health Care Ltd Enters into In-Licensing Deal With Germany’s Mann & Schröder for Skin Care & Baby Careproducts

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* Marks Elder’s foray into the Rs 1600 crore Baby Care segment growing at 17% annually
* Mann & Schroeder GmbH is Europe’s leading personal and hygienic care products company with presence in over 60 countries
* EHCL to introduce in India two of M&S’s most popular brands viz. Dulgon personal care and Sanosan baby care products.

Mumbai, India, November 19, 2010 — With thrust on the skin care segment as well as plans to enter newer segments in the Indian personal care market, Elder Health Care Limited (EHCL), part of the Rs 800 crore Elder Group, has inked an in-licensing agreement with M/s Mann & Schröder GmbH, Germany’s leading personal and hygiene care products company, to introduce the entire range of two of the German company’s most popular brands into India viz. Dulgon Skin Care & Sanosan baby care. This deal marks EHCL’s foray into the Rs 1600 crore Baby Care market in India which is growing at a rate of 17% every year. The company has already become an established player in the Rs 3500 crore Dermatology sector – growing at 20% annually – through brands like Fairone Fairness Cream (Men/Women) & Fairone Soap, in-licensed from Shahnaz Hussain Herbals Pvt Ltd which are sold through its more than 3 lac outlets across India.

Mann & Schroeder (M&S), founded in 1951, has been an established specialist in hair & body care products for all age groups in the German & European markets for decades. The company has presence in over 60 countries in Central Europe including Russia, Near and Far East, North Africa and North America. The entire range of M&S Products comprise of Hair care, Hair styling, Body care, Hand Care, Body cleansing, Deodorants, Facial and lip care, Sun protection, Mouth rinse & Mouthwash. M&S products are made according to c-GMP standard and other government guidelines at its state-of-the-art plants in Germany (Siegelsbach) which are DIN ISO 9001:2000 certified and have a combined capacity of approx. 1,000,000 units per day

The Dulgon range comprises of a wide range of products for body & hair care and Sanosan cleansing and care products cater to the baby skin, adults with sensitive skin and special products for special condition of motherhood. Both the brands shall be available in the Indian markets by end-December 2010.

The in-licensed products portfolio of EHCL ( http://www.elderhealthcare.in ) consists of Fairone Fairness Creams from M/s Shahnaz Herbals (Ms Shahnaz Hussain) of India, “Tiger Balm” from M/s Haw Par of Singapore, “Burn Aid” (a gel-based natural product for burns) from M/s Rye Pharmaceuticals of Australia, “Blistex” lip Balm from M/s Blistex Inc of USA, “Fuel for Men” deodorants from M/s VLCC, India, Biorga dermatology/cosmetology products from M/s Uriage Laboratories Dermatologigues D’ Uriage of France, “BeYu” colour cosmetics from M/s Innovative Cosmetics Gmbh, Germany, “Just for Men” Hair colour for men from M/s Combe Incorporated, USA and “Bihaku” whitening range from M/s POLA Chemical Industries Inc of Japan.

About Elder Health Care Ltd:
Elder Health Care Ltd (BSE – ELDERHCL), ( http://www.elderhealthcare.in ) part of the Rs 800 crore Elder Group, is engaged in the manufacture of a range of FMCG and Skin Care Products through research and development and also products through licensing agreements with Indian and International companies. Elder’s consumer and skin care products have proven therapeutic capabilities. The product range comprises of OTC products in pain management, fairness segment (both men and women), oral care, lip care, burn categories, Men’s/Women’s grooming etc and Skin Care. Elder Health Care Ltd has been growing at a rapid pace of more than 50 % a year for the past four years and is targeting a turnover of Rs 300 crore for FY 2013.

http://www.elderhealthcare.in; http://www.mann-schroeder.de/2_e.html

Press & Media Contact:
Mitesh M Kapadia
Sentinel Public Relations Pvt Ltd / Sentinel Advertising Services
B-603, Samajdeep,
Near Bhanu Park/Seasons Restaurant
Adukia Road, Off S V Road
Kandivli (W), Mumbai 400 067. India
Tel: (91 22) 28625131/32. Cel: 91 98205 03876
Fax: (91 22) 28625133
mitesh@publicrelationindia.com
http://www.publicrelationindia.com

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Elder Health Care Limited Forges Strategic Alliance with POLA Chemical Industries, Inc., a POLA-ORBIS Group Company of Japan for Skin Care Products

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POLA Chemical Industries, Inc. a POLA-ORBIS Group company, is the world famous cosmetics manufacturing company receiving the research awards several times at the International Federation of Societies of Cosmetics Chemists. POLA Chemical Industries, Inc. supplies cosmetics not only to the group companies such as POLA Inc, ORBIS etc. but also to the world famous brands as OEM.

Mumbai, India, September 16, 2010 — * POLA Chemical Industries, Inc. a POLA-ORBIS Group company, is the world famous cosmetics manufacturing company receiving the research awards several times at the International Federation of Societies of Cosmetics Chemists. POLA Chemical Industries, Inc. supplies cosmetics not only to the group companies such as POLA Inc, ORBIS etc. but also to the world famous brands as OEM.

* This is Elder Health Care Ltd’s tenth in-licensing agreement for providing health goods with therapeutic properties through the OTC and Dermatology / Cosmetology route

* Rs 2300 crore Dermatology sector growing at 20% annually

Taking its thrust further into the approx Rs 2300 crore Dermatology sector in India, Elder Health Care Limited, ( http://www.elderhealthcare.in ) part of the Rs 800 crore Elder group, has entered into an in-licensing agreement with Japan’s leading advanced skincare, body care and cosmetic manufacturing company, POLA Chemical Industries, Inc. to introduce POLA‘s state of the arts skin care & cosmetic products in India. EHCL already has a strong marketing & distribution network in the skin care sector with Fairone Fairness Cream (Men/Women) & Fairone Soap, in-licensed from Shahnaz Hussain Herbals Pvt Ltd.

POLA Chemical Industries, Inc. is one of the leading cosmetic manufacturing companies in the world, supporting the $1.6 billion annual sales of POLA-ORBIS Group in year 2009. Established in 1940 in Shizuoka, Japan, POLA Chemical Industries, Inc. supplies highly prestigious cosmetics to the No. 1 direct selling cosmetic company, POLA Inc. in Japan and is an industry leader in Research & Development employing over 230 scientists and staffs working vigorously in developing high quality cosmetics & skincare products. POLA Chemical Industries, Inc. had long been looking to enter India with a credible partner and zeroed in on EHCL due to the EHCL’s commitment to in-licensed products and expertise in brand building in the self care sector.

Says Dr Anuj Saxena, Managing Director, Elder Health Care Limited, ( http://www.elderhealthcare.in ) “To begin with we will be launching “Bihaku” whitening range viz White Wash, White Lotion, White Gel and White Mask through the OTC as well as Dermatologist/Cosmetologists route within the next 2 months and are targeting the high end, socially active consumers. POLA Chemical first drew our attention when we learned that POLA scientists spend three to five years on basic research, development and testing for each product before releasing it to consumers. The facts that the brand-new findings in the field of skin fairness, obtained by the POLA Chemical’s long term, intensive research, are introduced and that the products are evidence based, also align with Elder’s philosophy.”

The organized skin care segment – currently valued at Rs 2300 crore, is growing at 20% and it has been found that quality consciousness is increasing with rising awareness levels and spread of literacy. EHCL is targeting sales to the tune of Rs 7 crore from “Bihaku” products by the fifth year of launch and in the long run, plans to develop a dozen complete lines of products with POLA Chemical Industries, Inc. and bring them into India.

POLA Chemical Industries, Inc. can produce an extensive product range covering Skin care, special care (anti-aging, night cream anti-wrinkle, UV Guards, Masks, Skin Brightening etc), make-up, body care, hair care and men’s care based on their superior technologies.

The in-licensed products portfolio of EHCL consists of Fairone Fairness Creams from M/s Shahnaz Herbals (Ms Shahnaz Hussain) of India, “Tiger Balm” from M/s Haw Par of Singapore, “Burn Aid” (a gel-based natural product for burns) from M/s Rye Pharmaceuticals of Australia, “Blistex” lip Balm from M/s Blistex Inc of USA, “Fuel for Men” deodorants from M/s VLCC, India, Dermatology/cosmetology products from M/s Uriage Laboratories Dermatologigues D’ Uriage of France, “BeYu” colour cosmetics from M/s Innovative Cosmetics Gmbh, Germany and “Just for Men” Hair colour for men from M/s Combe Incorporated, USA. Most of the products launched have garnered a market share of between 5% and 20%.

Elder Pharmaceuticals Ltd, the parent body of EHCL, is credited with pioneering the concept of in-licensing pharmaceuticals products in India from International companies and took it one step forward by taking this business model to FMCG products under EHCL. EHCL’s success in in-licensed brands demonstrates the potential of the business model and speaks volumes of the company’s product quality, branding strategies and distribution network. Adds Saxena, “Extensive market research has given us valuable insights into consumer preferences enabling us to launch innovative and of high quality products. A well established supply chain – thanks to the support of our parent company – is an added advantage for EHCL is launching brands quickly.”

About Elder Health care Limited:
Elder Health Care Ltd (BSE – ELDERHCL), ( http://www.elderhealthcare.in ) part of the Rs 800 crore Elder group, is engaged in the manufacture of a range of FMCG and Skin Care Products through research and development and also products through licensing agreements with Indian and International companies. Elder’s consumer and skin care products have proven therapeutic capabilities. The product range comprises of OTC products in pain management, fairness segment (both men and women), oral care, lip care, burn categories, Men’s/Women’s grooming etc and Skin Care. Elder Health Care Limited, has been growing at a rapid pace of more than 50 % year on year for the past four years and is targeting a turnover of Rs 300 crore for FY 2013.

Press & Media Contact:
Mitesh M Kapadia
Sentinel Public Relations Pvt Ltd / Sentinel Advertising Services
B-603, Samajdeep,
Near Bhanu Park/Seasons Restaurant
Adukia Road, Off S V Road
Kandivli (W), Mumbai 400 067. INDIA
Tel: (91 22) 28625131/32. Cel: +91 98205 03876
Fax: (91 22) 28625133
mitesh@publicrelationindia.com
http://www.publicrelationindia.com

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