Elder Pharmaceuticals, as part of its over-the-counter (OTC) initiative, has decided to foray into oral care products under the brand name AM PM.
The new products, which will hit the market in the next few months, include toothpaste and toothbrushes which will be an addition to the existing range of mouthwashes.
The company targets the premium segment of the toothpaste market and the pricing will be accordingly.
The Rs 196 crore Elder will manufacture the products through a contract alliance with a domestic company.
AM PM will be positioned as the company
