Elder Health Care today said it will invest Rs 120 crore over the next three years in promotional activities and expansion of its personal care business.
"The company plans to invest around Rs 120 crore over the next three years in brand launches, marketing and promotions and widening the distribution channels," Elder Health Care said in a statement.
The company will increase its product portfolio by foraying into personal grooming and cosmetic products especially for the youth, it said.
"During the current fiscal year 2010-11, Elder Health Care plans to launch around 5-6 own, self-researched products with therapeutic benefits in key focus areas like skin care, oral care, personal grooming, cough and cold," Elder Health Care Ltd Managing Director Anuj Saxena said.
Apart from its own products, the company will also be launching Japanese cosmetic brand Pola and Germany's 'BeYu' colour cosmetic range.
"The company has in-license deal with Pola chemicals of Japan and cosmetic major BeYu of Germany. We will sell the products through both retailers as well as dermatologists and cosmetologists," Saxena said.
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While Pola range will be positioned in the premium segment and will include skin whitening cream and gel initially, 'BeYu' range consist of mineral make up, lipsticks, foundations, eye shadows, mascaras and eye liners.
"To market and popularise BeYu range of products among youth, company plans to organise BeYu Fashion awards show in Bangalore in the month of November this year," Saxena added.
The company, whose 90 per cent revenue comes from its licensed products, is also in talks with various other companies for revenue sharing deals.
"We are in talks with another five major global companies for such deals. One such agreement for baby skincare products will be inked soon," Saxena said.