Elder Health Care Ltd plans to roll-out about six “self-researched” products with therapeutic benefits in areas like skincare, oral care, personal-grooming and the cough and cold segments, a note from the company said.

Part of the Rs 800-crore Elder group, EHCL recently expanded its male-grooming product portfolio with the Octane range of deodorants, priced at Rs 175 for a 150 ml can. With the launch of Octane, EHCL hopes to garner about nine per cent market share within one year in the segment that is showing a growth of about 40 per cent, the note said.

The Octane range is made from imported French fragrances, certified as long retention and skin-friendly by Paris-based IFRA (International Fragrance Association). EHCL has a presence in the estimated Rs 800 crore deodorant market with its Fuel brand that has been in-licensed from VLCC, the note said.

Dr Anuj Saxena, Managing Director, EHCL, said: “Launching our own deodorant is part of our strategy to have a balanced portfolio of own and in-licensed products. Our strong marketing and distribution network of over three lakh outlets is encouraging us to launch brands — own or in-licensed — at a rapid pace as the distribution and supply logistics are already in place.”

EHCL product basket includes Fairone Fairness Creams from India's Shahnaz Herbals, Tiger Balm from Haw Par of Singapore, Burn Aid (a gel-based natural product for burns) from Rye Pharmaceuticals of Australia, Blistex Lip Balm from Blistex Inc of the US Fuel for Men deodorants from VLCC, and Biorga dermatology and cosmetology products from Uriage Laboratoires Dermatologiques D'Uriage of France, among others.

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