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New Delhi, March 22, 2011 Elder Health Care Limited, (EHCL) , part of the Rs 800-crore Elder group of companies and a leading manufacturer and marketer of personal care products has for the first time launched Octane range of deodorants made from Imported Fine French Fragrances that are certified as long retention and skin friendly by the Paris-based IFRA [International Fragrance Association (IFRA).
“The IFRA, which is the official representative body of the fragrance industry world wide and its main purpose is to the safety of fragrance and see it has no risk for the consumer has certified the Octane range of deodorants which have been introduced for the first time in the country.” said Dr Anuj Saxena, Managing Director, Elder Health Care Limited in a press statement today.
“Elder Health Care already has presence in the Rs 800 cr. Deodorant market with well known brands including FUEL deodorants 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 a 7-8% market share within one year in this segment which is showing phenomenal growth of 35-40-%”, Dr Saxena said.
“Launch of our own brand Octane in India is part of our strategy to give more focus to building our own brands instead on in-licensed products brands and we have lined up half-a-dozen launches this year beginning April. Company is planning big on deodorants segment and targeting an 8-10 per cent market share in the segment” Dr Saxena added.
“The Octane has been named after a energy boosting Hydrocarbon and five variant of Octane deo have been positioned as a premium products [Rs 175/- for a 150 ml can] and is targeted at the Urban Centric Young Males in the age segment of 15 – 35 years. Octane is packed with Superior & Fine French Fragrances lasting for up to 24 hrs – ideally suited to the hot and humid Indian climatic conditions.”Dr Saxena said.
For the Launch of Octane Deodorants Elder Healthcare has tied up with leading Modern Trade outlets such as BIG BAZAAR for the Shubh Muhurat launch activity wherein there would be exclusive launch across 200 Big Bazaar Stores. Octane deodorants would also be distributed through the 1,00,000 plus Traditional Trade outlets like the Cosmetic, Chemist and General Store formats across India.
“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%.
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