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Mr Anuj Saxena

Our Bureau

Chennai, Aug. 27 Elder Healthcare Ltd, a part of the Rs 500-crore Elder group of companies, plans to introduce more products in the personal hygiene, pain relief and preventive lifestyle-related ailment segments.

“We are planning to introduce at least 10 to 12 more products in the grooming and OTC pharma segments within a year from now,” Mr Anuj Saxena, Managing Director of the company, told Business Line.

According to him, Elder Healthcare would introduce muscle rub by extending the company’s pain balm brand Tiger, mouth freshener as an extension of its oral care brand AMPM (mouth wash) and medicated shampoo under the brand name Foltene for hair loss and rejuvenation, very soon.

“We may also enter into marketing tie-ups with some international brands in these categories,” Mr Saxena said.

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) Blistex range of lip care products, lozenges under the brand name Solo and fairness cream and soaps under the brand name Fair One.

It recently introduced Fair One Man, fairness cream for men in the northern markets.

Launching the product in Chennai, Mr Saxena said the product could add “at least Rs 12 crore” to Elder Healthcare’s revenues.

Last year, the company achieved a turnover of Rs 46 crore, which could double this year, he said. Elder will spend close to Rs 2.5 crore in promoting the cream.

The Rs 300-crore men’s fairness cream market, which has two other players — HLL and Emami — is growing at 100 per cent annually, he said.

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