Elder Health Care Limited, part of the Rs 800-crore Elder group of companies and a leading manufacturer and marketer of personal care products, has further expanded its male grooming products portfolio with the launch of Octane range of deodorants. The Octane range is made from Imported Fine French Fragrances that are certified as long retention and skin friendly by the Paris-based IFRA [International Fragrance Association (IFRA)]. Elder Health Care already has presence in the Rs 800 cr. Deodorant market with FUEL deo which has been in-licensed from VLCC and is doing very well in urban and semi-urban areas. With the launch of its own brand Octane, EHCL hopes to garner an 8-9% market share within one year in this segment which is showing phenomenal growth of 35-40-%
Octane brand has been named after the same-named energy boosting Hydrocarbon. Octane deo has been positioned as a premium product [Rs 175/- for a 150 ml can] which promises to up “Get Wicked” quotient of the user’s personality. Octane is targeted at the Urban Centric Young Males in the age segment of 15 – 35 years, who are looking for better fragrance experience. The deodorants are available in 5 variants and each variant is denoted by numerals namely – 91, 93, 95, 97, 99. Octane is packed with Superior & Fine French Fragrances lasting for up to 24 hrs – ideally suited to the hot and humid Indian climatic conditions.
Says Dr Anuj Saxena, Managing Director, Elder Health Care Limited, “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 3 lac 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.”
The 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, 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. Most of the products launched have garnered a market share of between 5% and 20%.
Octane Deodorants have been launched on a pan-India basis at modern retail and other outlets and are to be supported by high-impact advertising on television, print, out-door, on-line and radio.
During FY 2011-12, EHCL plans to launch about 5-6 own, self-researched products with therapeutic benefits in the key focus areas like Skin care, Oral care, Personal grooming, Cough & Cold, etc in view of the high growth potential offered. EHCL has the necessary expertise to create successful brands which are well respected and well sold in the Indian markets as can be evidenced by the market shares of the company’s products.
About Elder Health Care Ltd : Elder Health Care Ltd (BSE – ELDERHCL), 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.
www.elderhealthcare.in
