Elder Healthcare to foray into skincare segment

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As part of its strategy to achieve a turnover of Rs300 crore by the year 2013, Elder Healthcare is planning to enter into the skincare market by rolling out its own skincare brand this year.

“After growing our distribution network, we are now looking at a balanced portfolio of our own and licensed products,” says Anuj Saxena, Managing Director, Elder Healthcare. In the skincare segment, the company plans to launch 14 new products, like moisturisers, sun screens, anti-ageing products and under-eye gels, in a phased manner starting from the fourth quarter of this fiscal.

At present, Elder Healthcare has an exclusive license to sell brands like Tiger balm, Shahnaz Hussain’s Fairone fairness cream, VLCC’s Fuel for Men deodorant and Australia-based Rye Pharma’s Burn aid anti-burn gel, among others.

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