Launches new Brand ‘Fuel for Men’ in alliance with VLCC Personal Care Ltd.
Elder Health Care Limited, part of the Rs 500-crore Elder group of companies, is strengthening its presence in the Health & Personal care category. The company plans to introduce a complete range of male grooming products starting with the launch of a deodorant body spray, ‘Fuel for Men’. The product has been created in alliance with VLCC Personal Care Ltd. Dr. Anuj Saxena, Managing Director, Elder Health Care Ltd and Mrs. Vandana Luthra, CEO, VLCC, unveiled the three variants, Ignite Flame, Unravel Mystery & Arouse Passion at a press conference in Mumbai, today. Targeted at the metro sexual male, the SKUs of 150 ml are priced at Rs. 140 each and promise to deliver ‘best in class fragrances with 24 hrs. odour protection’.
Today, as more and more men are becoming conscious of personal hygiene and grooming, ‘Fuel for Men’ deodorant body sprays offer the vital benefits of odour protection without compromising on the fragrance. “Deodorants are the highest volume products and one of the fastest growing products in the men’s grooming category. As per industry statistics, the men’s grooming market in India is currently estimated at Rs. 1500 cores, and is growing at 12 % CAGR. Elder Health Care Ltd realized this opportunity in 2007 and entered the men’s grooming segment with Fairone Man. Today Fairone Man enjoys a market share of 5 % in the Rs. 95 crores Men’s fairness cream market (source- Nielsen MAT Dec 2008) .We plan to attain a market share of 5 %, of the Rs. 400 Crs. deodorant market with the launch of ‘Fuel for Men”, said Dr. Anuj Saxena, Managing Director, Elder Health Care Ltd.
Talking about further developing the male grooming category, Dr. Anuj Saxena, Managing Director, Elder Health Care Ltd , said, “To cater to the rising aspirations of the metro sexual man, VLCC has developed a complete range of male grooming products including shaving gels, after-shave balm hair styling & strengthening gel and deodorants, which will be launched, marketed and distributed by Elder Healthcare Ltd under the brand “Fuel for Men”. The launch would be in phases – deodorants would be introduced first, followed by hair styling and strengthening gels, shaving gels and after shave balms. All the products would be introduced under the ‘Fuel for Men’ brand umbrella”.
Speaking about the alliance with Elder Health Care Limited for ‘Fuel for Men’, Mrs. Vandana Luthra, CEO, VLCC, said, “ At VLCC it has always been our endeavour to give the best to our consumer. With the fast growing male grooming market and the advent of many new players, it was imperative that the existing players redefined themselves constantly and maintain their market leadership. The strategy revolves around increasing penetration in the market by building interest and loyalty amongst the consumers. We are glad to be associated with Elder Health Care as they have been one of the leading players in this industry and have a substantial distribution network. This will help us effectively leverage the male grooming segment, with our best-in-class basket of products."
The launch campaign will involve print and television advertising; point of purchase promotions and outdoor hoardings. “Fuel for Men” deodorant body sprays will be available across the country at large retail stores, supermarkets, general stores and grocers. The deodorants are hypoallergenic products with a shelf life of 18 months.
About Elder Health Care Ltd.
Elder Healthcare Limited, an associate company of Elder Pharmaceuticals Limited, was incorporated in the year 1988 and subsequently converted into a public limited company in the year 1992. Set up by first generation entrepreneur Mr. Jagdish Saxena in 1988, and headed by Dr Anuj Saxena, Elder Healthcare Ltd has today emerged as a highly reputed, well-established manufacturer of self care products catering to the needs of millions across the world. Elder Healthcare Limited, has been growing at a rapid pace of more than 40 % year on year for the past three years. The company aims to reach a turnover of INR 120 crores. by end of financial year 2009-10.
