Elder Healthcare forays into baby-care
Monday, November 15, 2021 3:24 PM

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Mumbai, Nov. 15

Elder Health Care Ltd, part of the Rs 800-crore Elder Group, 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, into India.

The deal is EHCL's eleventh in-licensing agreement and marks the company's foray into the Rs 1,600-crore baby care market in India, growing at a rate of 17 per cent annually.

The company is already present in the Rs 3,500-crore dermatology sector – growing at 20 per cent annually - through brands such as Fairone Fairness Cream (for men and women) and Fairone Soap — in-licensed from Shahnaz Hussain Herbals Pvt Ltd, sold through its more than three lakh outlets in the country.

“We are focusing on high growth sectors where we can not only garner a share from the existing players but also expand the market by penetrating newer areas,” said Dr Anuj Saxena, EHCL's Managing Director, said in a company statement. Both brands will be available in the domestic market by November 2010, the note added.

The two brands are jointly expected to add about Rs 30 crore to Elder's turnover by 2014-15.

Four segments

The baby-care sector comprises four segments — baby food, skin care, toiletries and diapers and hair care. The baby care segment is dominated by Johnson and Johnson (NYSE:JNJ) and Wipro, with more recent entrants such as Marico (Sparsh brand of Baby Oil and Baby Bathing Bar), and the Aditya Birla group (Puretta biodegradable baby care wipes).

“It will be challenging to break into a market where a single player commands almost 80 per cent market share especially because mothers like to play safe when it comes to their babies and hence require a lot of persuasion to experiment with newer products. 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 Saxena.

http://www.blonnet.com/2010/09/22/stories/2010092252101900.htm http://www.blonnet.com/2007/05/10/stories/2007051004340200.htm http://www.blonnet.com/2006/02/16/stories/2006021600380500.htm http://www.blonnet.com/2007/08/28/stories/2007082851790500.htm

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(Source: Quotemedia)


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