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Elder Health Care ventures into the baby care market

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(EHCL), the FMCG arm of the pharma major, , has entered the Rs1,600-crore baby care market in India. The company has formalised an in-licensing agreement with Germany’s personal and hygiene products company, Mann & Schröder GmbH, to introduce the entire range of Dulgon skin care and Sanosan baby care in India. “It will be challenging to break into a market where a single player commands almost 80 per cent . Today, in the diaper segment, smaller players are surviving along with larger players mainly because the market has expanded. We hope to do the same with M&S products,” says Dr Anuj Saxena, Managing Director, EHCL. The deal is EHCL’s eleventh in-licensing agreement, which is likely to add about Rs30 crore to Elder’s turnover by 2014-15.

The baby care sector, which comprises four segments – baby food, skin care, toiletries and diapers and hair care – is dominated by Johnson and Johnson, Wipro, Marico (Sparsh brand of Baby Oil and Baby Bathing Bar) and the (Puretta biodegradable baby care wipes).

Posted on: 24.11.2010
Source: www.thehindubusinessline.com