New Delhi: Elder Health Care (EHCL), the FMCG arm of the Rs 950 crore plus pharma firm Elder group on Wednesday announced its entry in the pain management category with the launch of its brands, Respite and Elder balm.
The pain management category is estimated at Rs 2,000 crore.
Earlier, EHCL was licensee for Tiger balm, and with its own brands, Elder Healthcare has projected a turnover of Rs 300 crore by year 2013.
Elder Health Care MD Anuj Saxena said: "Pain management is a developing category. Our focus categories within pain management are balm and muscle rub which are growing at 6% and 20% respectively."
He said the company is planning various line extensions for both brands in different formats. "We want to make Elder balm and Respite into power brands," Saxena added.
The market is growing at 16-20%, and players include Amrutanjan and Iodex.
EHCL has a mix of own and in-licensed products in segments like pain management, fairness creams, oral care, lip care, burn categories, personal grooming and skin care.
No comments:
Post a Comment