Elder Healthcare to enter oral, skin care biz

14 Jun 2010 Evaluate

Elder Healthcare plans to extend its AMPM mouthwash brand in the oral segment and is developing a range of products for the skincare segment to be rolled under a new brand.

This is the first time Elder Healthcare will roll out its own brands. After growing its distribution network, the company is now looking at a balanced portfolio of own and licensed products. With this, the company expects to grow its revenue upwards of 60% to achieve a turnover of Rs 300 crore by FY13. The company expects around 50% of our revenue will come from own brands in three years. These products will be rolled out in phases from the fourth quarter of this fiscal year.

At present, Elder Healthcare’s sole own brand AMPM mouthwash contributes a meagre 4% to its turnover. It plans to extend the brand into toothbrush, toothpaste and teeth whitener. In the skincare segment, Elder Healthcare plans to launch 14 SKUs in areas like moisturiser, sun screen, anti-ageing and under-eye gel. The company has given the mandate for these product developments to an Italian firm.  crackcrack
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