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Elder Health Care to build own brands

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Mumbai-based FMCG player, Elder Health Care, has decided focus on building its own brands and has lined-up about half-a-dozen launches this year, a top company official said. The company is also aiming for a massive jump in its turnover by FY12-13 at Rs 300-crore against Rs 80-crore in FY10, the official said.

“As part of our next five-year road map, we plan to build our own brands rather than go for in-licensed products. We plan to launch about five to six of our own products this year, beginning April,” says Anuj Saxena, MD, Elder Health Care. Following this shift in strategy, the company aims to have a 50:50 ratio between in-licensed products and own brands over the next three to five-years as against the present 90:10 in favour of in-licensed products, he added.

The company is betting big on the deodorants segment and plans to launch its own brand ‘Octane’ in April. It already has an in-licensed deodorant called Fuel launched last year, which should fetch Rs10-crore revenue in FY11.

“We plan to launch Octane in April and together with Fuel, are targeting an eight to nine per cent market share in deodorants. The market has been growing at around 40 per cent every year in the last three years and our experience with Fuel should stand us in good stead in pushing Octane,” says Saxena.

Source: Business Line

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