Elder Health Care Ltd

CORPORATE

Elder Health Care Ltd forays into the Rs 150 crore Herbal Energy Booster market

·       Bags exclusive marketing rights for ‘Stay ON’ herbal male energy booster supplement, expands distribution network to 700,000 outlets across South Asia

·       Plans more products – own and in-licensed - over the next 12 months

Mumbai 3rd Jan 2013:Elder Health Care Ltd(EHCL) has forayed into the fast growing, Rs 150 crore Herbal Male Energy Booster market by virtue of a tie-up with M/s Shree Maruti Herbals, a leading developer of quality herbal medicines. EHCL has begun marketing Maruti Herbals’ flagship product ‘Stay ON’, India’s 3^rd largest product in this category with a 5% market share and has expanded its network to over 700,000 outlets across the country & around. EHCL has been aggressively increasing its OTC (Over-the-Counter) portfolio over the last few years and has a total of 13 products (own and licensed) covering segments like Skin care, Hair care, pain management, fairness segment (both men and women), oral care, lip care, burn categories, Men’s/Women’s grooming etc.

Shree Maruti Herbal has for several years developed quality herbal medicines targeted at age-related and lifestyle ailments which are left neglected due to ignorance, myths, inhibitions and taboos surrounding them. The company has a full-fledged R&D centre which carries out pharmacological studies on herbs and their adaptability to new lifestyles. Backed by modern manufacturing techniques this has resulted in superior formulations for common lifestyle symptoms like diabetes, erectile dysfunction, piles and related problems.

“Our strong marketing and distribution network is encouraging us to launch brands – own or in-licensed – at a rapid pace as the distribution and supply logistics are already in place. With Stay On we are able to add another partner to our establishment which has great potential.” says Dr Anuj Saxena, Managing Director, Elder Health Care Limited.

Stay ON has excellent brand recall in the market, has no side effects and has high media spends to educate consumers about symptoms and deficiencies and how to treat these to achieve lasting benefits. With the availability of the product across India, EHCL is expecting to double the sales to Rs 15 crore by 2013-14 and to Rs 50 crore by 2014-15.

The herbal energy booster supplement market is pegged at Rs 150 crore and is growing at the rate of 15% p.a. The demand comes from Males aged 25 and above across Metros, Tier I & Tier II cities. Other players in this field are market leader Dabur Shilajit with a turnover of about Rs 50 crore followed by Baidyanath Vita Ex/ Vita Ex Gold with a turnover of approx Rs 20 crore, Zandu Vigorex, Zydus Musli Vital and Musli Power. Ajanta Pharma’s famous brand 30+ was acquired by Dabur India Limited some time back.

Going forward EHCL plans to introduce newer products in the Herbal Energy booster segment within the next 12 - 24 months.