Elder Health Care Limited Forges Strategic Alliance with POLA Chemical Industrie

s, Inc., a POLA-ORBIS Group Company of Japan for Skin Care Products

POLA Chemical Industries, Inc. a POLA-ORBIS Group company, is the world famous c
osmetics manufacturing company receiving the research awards several times at th
e International Federation of Societies of Cosmetics Chemists. POLA Chemical In
dustries, Inc. supplies cosmetics not only to the group companies such as POLA I
nc, ORBIS etc. but also to the world famous brands as OEM.
Mumbai, India, September 16, 2010 -- * POLA Chemical Industries, Inc. a POLA-ORB
IS Group company, is the world famous cosmetics manufacturing company receiving
the research awards several times at the International Federation of Societies o
f Cosmetics Chemists. POLA Chemical Industries, Inc. supplies cosmetics not onl
y to the group companies such as POLA Inc, ORBIS etc. but also to the world famo
us brands as OEM.
* This is Elder Health Care Ltd’s ( http://www.elderhealthcare.in ) tenth in-licen
sing agreement for providing health goods with therapeutic properties through th
e OTC and Dermatology / Cosmetology route
* Rs 2300 crore Dermatology sector growing at 20% annually
Taking its thrust further into the approx Rs 2300 crore Dermatology sector in In
dia, Elder Health Care Limited, ( http://www.elderhealthcare.in ) part of the Rs
800 crore Elder group, has entered into an in-licensing agreement with Japan’s le
ading advanced skincare, body care and cosmetic manufacturing company, POLA Chem
ical Industries, Inc. to introduce POLA‘s state of the arts skin care & cosmetic p
roducts in India. EHCL already has a strong marketing & distribution network in
the skin care sector with Fairone Fairness Cream (Men/Women) & Fairone Soap, in-
licensed from Shahnaz Hussain Herbals Pvt Ltd.
POLA Chemical Industries, Inc. is one of the leading cosmetic manufacturing comp
anies in the world, supporting the $1.6 billion annual sales of POLA-ORBIS Group
in year 2009. Established in 1940 in Shizuoka, Japan, POLA Chemical Industries
, Inc. supplies highly prestigious cosmetics to the No. 1 direct selling cosmeti
c company, POLA Inc. in Japan and is an industry leader in Research & Developmen
t employing over 230 scientists and staffs working vigorously in developing high
quality cosmetics & skincare products. POLA Chemical Industries, Inc. had long
been looking to enter India with a credible partner and zeroed in on EHCL due to
the EHCL’s commitment to in-licensed products and expertise in brand building in
the self care sector.
Says Dr Anuj Saxena, Managing Director, Elder Health Care Limited, ( http://www.
elderhealthcare.in ) "To begin with we will be launching "Bihaku" whitening rang
e viz White Wash, White Lotion, White Gel and White Mask through the OTC as wel
l as Dermatologist/Cosmetologists route within the next 2 months and are targeti
ng the high end, socially active consumers. POLA Chemical first drew our attenti
on when we learned that POLA scientists spend three to five years on basic resea
rch, development and testing for each product before releasing it to consumers.
The facts that the brand-new findings in the field of skin fairness, obtained by
the POLA Chemical’s long term, intensive research, are introduced and that the pr
oducts are evidence based, also align with Elder’s philosophy."
The organized skin care segment - currently valued at Rs 2300 crore, is growing
at 20% and it has been found that quality consciousness is increasing with risin
g awareness levels and spread of literacy. EHCL is targeting sales to the tune o
f Rs 7 crore from "Bihaku" products by the fifth year of launch and in the long
run, plans to develop a dozen complete lines of products with POLA Chemical Indu
stries, Inc. and bring them into India.
POLA Chemical Industries, Inc. can produce an extensive product range covering S
kin care, special care (anti-aging, night cream anti-wrinkle, UV Guards, Masks,
Skin Brightening etc), make-up, body care, hair care and men’s care based on their
superior technologies.
The in-licensed products portfolio of EHCL consists of Fairone Fairness Creams f
rom M/s Shahnaz Herbals (Ms Shahnaz Hussain) of India, "Tiger Balm" from M/s Haw
Par of Singapore, "Burn Aid" (a gel-based natural product for burns) from M/s R
ye Pharmaceuticals of Australia, "Blistex" lip Balm from M/s Blistex Inc of USA,
"Fuel for Men" deodorants from M/s VLCC, India, Dermatology/cosmetology product
s from M/s Uriage Laboratories Dermatologigues D Uriage of France, "BeYu" colou
r cosmetics from M/s Innovative Cosmetics Gmbh, Germany and "Just for Men" Hair
colour for men from M/s Combe Incorporated, USA. Most of the products launched
have garnered a market share of between 5% and 20%.
Elder Pharmaceuticals Ltd, the parent body of EHCL, is credited with pioneering
the concept of in-licensing pharmaceuticals products in India from International
companies and took it one step forward by taking this business model to FMCG pr
oducts under EHCL. EHCL’s success in in-licensed brands demonstrates the potential
of the business model and speaks volumes of the company’s product quality, brandi
ng strategies and distribution network. Adds Saxena, "Extensive market research
has given us valuable insights into consumer preferences enabling us to launch i
nnovative and of high quality products. A well established supply chain - thanks
to the support of our parent company - is an added advantage for EHCL is launch
ing brands quickly."
About Elder Health care Limited:
Elder Health Care Ltd (BSE - ELDERHCL), ( http://www.elderhealthcare.in ) part o
f the Rs 800 crore Elder group, is engaged in the manufacture of a range of FMCG
and Skin Care Products through research and development and also products throu
gh licensing agreements with Indian and International companies. Elder s consume
r and skin care products have proven therapeutic capabilities. The product range
comprises of OTC products in pain management, fairness segment (both men and wo
men), oral care, lip care, burn categories, Men’s/Women’s grooming etc and Skin Care
. Elder Health Care Limited, has been growing at a rapid pace of more than 50 %
year on year for the past four years and is targeting a turnover of Rs 300 crore
for FY 2013.
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http://www.elderhealthcare.in