Elder Health Care Limited Forges Strategic Alliance with POLA Chemical Industries,

POLA Chemical Industries, Inc. a POLA-ORBIS Group company, is the world famous cosmetics manufacturing company receiving the research awards several times at the International Federation of Societies of Cosmetics Chemists. POLA Chemical Industries, Inc. supplies cosmetics not only to the group companies such as POLA Inc, ORBIS etc. but also to the world famous brands as OEM.

Online PR News – 18-September-2010 – – Mumbai, India, September 16, 2010 -- * POLA Chemical Industries, Inc. a POLA-ORBIS Group company, is the world famous cosmetics manufacturing company receiving the research awards several times at the International Federation of Societies of Cosmetics Chemists. POLA Chemical Industries, Inc. supplies cosmetics not only to the group companies such as POLA Inc, ORBIS etc. but also to the world famous brands as OEM.

* This is Elder Health Care Ltdís ( http://www.elderhealthcare.in ) tenth in-licensing agreement for providing health goods with therapeutic properties through the 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 India, Elder Health Care Limited, ( http://www.elderhealthcare.in ) part of the Rs 800 crore Elder group, has entered into an in-licensing agreement with Japanís leading advanced skincare, body care and cosmetic manufacturing company, POLA Chemical Industries, Inc. to introduce POLAĎs state of the arts skin care & cosmetic products 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 companies 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 cosmetic company, POLA Inc. in Japan and is an industry leader in Research & Development 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 EHCLís 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 range viz White Wash, White Lotion, White Gel and White Mask through the OTC as well as Dermatologist/Cosmetologists route within the next 2 months and are targeting the high end, socially active consumers. POLA Chemical first drew our attention when we learned that POLA scientists spend three to five years on basic research, 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 Chemicalís long term, intensive research, are introduced and that the products are evidence based, also align with Elderís 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 rising awareness levels and spread of literacy. EHCL is targeting sales to the tune of 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 Industries, Inc. and bring them into India.

POLA Chemical Industries, Inc. can produce an extensive product range covering Skin care, special care (anti-aging, night cream anti-wrinkle, UV Guards, Masks, Skin Brightening etc), make-up, body care, hair care and menís care based on their superior technologies.

The in-licensed products portfolio of EHCL consists of Fairone Fairness Creams from 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 Rye Pharmaceuticals of Australia, "Blistex" lip Balm from M/s Blistex Inc of USA, "Fuel for Men" deodorants from M/s VLCC, India, Dermatology/cosmetology products from M/s Uriage Laboratories Dermatologigues D' Uriage of France, "BeYu" colour 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 products under EHCL. EHCLís success in in-licensed brands demonstrates the potential of the business model and speaks volumes of the companyís product quality, branding strategies and distribution network. Adds Saxena, "Extensive market research has given us valuable insights into consumer preferences enabling us to launch innovative 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 launching brands quickly."

About Elder Health care Limited:
Elder Health Care Ltd (BSE - ELDERHCL), ( http://www.elderhealthcare.in ) part of 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 through licensing agreements with Indian and International companies. Elder's consumer and skin care products have proven therapeutic capabilities. The product range comprises of OTC products in pain management, fairness segment (both men and women), oral care, lip care, burn categories, Menís/Womenís 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.

Press & Media Contact:
Mitesh M Kapadia
Sentinel Public Relations Pvt Ltd / Sentinel Advertising Services
B-603, Samajdeep,
Near Bhanu Park/Seasons Restaurant
Adukia Road, Off S V Road
Kandivli (W), Mumbai 400 067. INDIA
Tel: (91 22) 28625131/32. Cel: +91 98205 03876
Fax: (91 22) 28625133
mitesh@publicrelationindia.com
http://www.publicrelationindia.com
http://www.elderhealthcare.in

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Contact Information
Mitesh M Kapadia
B-603, Samajdeep, Near Bhanu Park/Seasons Restaurant Adukia Road, Off S V Road Kandivli (W), Mumbai 400 067. INDIA
Kandivli Mumbai, 400 067

(91 22) 28625131/32