Post Torrent Sell Off, Elder Pharma Hopes to do a Shelcal With Eldervit, Lays Ou

t Product Extensions to Make it a Rs 100 Crore Brand

* Self Owned Brands to get a major boost especially in the fields of anti-infect
ives, Lifestyle Diseases, Dermatology and neurology segments.
Mumbai, India, July 24th, 2014 -- With the closure of its Rs 2000 crore deal wit
h Torrent Pharmaceuticals Ltd involving selling off of more than 30 ethical bran
ds including Shelcal, Elder Pharmaceuticals Ltd ( http://www.elderindia.com ) pl
ans to create a super brand out of Eldervit with product extensions and large sc
ale geographical expansion. A much leaner and low-debted company now, Elder Phar
ma is laying emphasis on expanding the brands remaining with itself post selloff
the chief being Eldervit, a nutraceutical with a current turnover of approx. Rs
40 crore. Eldervit is a prescription drug which acts as a Vitamin & Minerals su
pplement to boost energy.
Says Mr Alok Saxena, Managing Director, Elder Pharma, In addition to Injection fo
rm, we are making Eldervit available in Capsules, Gel Capsules and Sachet forms
to make it acceptable to all age groups. With its new range and aggressive natio
nal expansion, Elder hopes to add a million customers every month and make Elder
vit a Rs 100 crore brand by the end of financial year 2016 and a Rs 300 crore br
and by FY 2019. Another product which is being revamped and upgraded is Thrive a
natural nutritional supplement for fighting chronic metabolic disorders which is
likely to generate sales of Rs 10 crore in the current fiscal with anticipated
growth of 12-15% every year. Product extensions of Thrive too have been launched
in drink, capsules and tablets form.
With a view to capture a larger share of the highly competitive anti-infectives
market Elder is restructuring & expanding its team as also rationalizing prices
to ramp up volumes. Anti-infectives like Cefixime based Formic and Elfi have bee
n registering a growth of more than 12% every year and are expected to grow at 1
5% annually from now.
The companys major focus areas in the years to come shall be in the anti infectiv
es, Lifestyle deases Dermatology and Neurological segments. Anti infectives segm
ent contributes about 10% to the companys turnover and is likely to witness a maj
or price revamp in order to garner a larger share in the domestic market. Elders
International operations are registering steady growth and more than 40% of Elde
r revenue is likel yto come from its global business.
As a apart of the deal with Torrent which also involved the transfer of Elders do
mestic business employees to Torrent - Elder shall utilize its six plants for co
ntract manufacture of the formulations business sold to Torrent for 3 years whic
h will fetch Elder a continous revenue stream of Rs 70 - 75 crore every year.Eld
er group is targeting a turnover of about Rs 1000 crs from its domestic and inte
rnational operations by FY 2016.
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Mitesh M Kapadia
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Tel: (022) 28625131/32
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mitesh@publicrelationindia.com
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http://www.elderindia.com
elder pharma, shelcal, eldervit, anti infectives, neurology segments, dermatolog
y, metabolic disorders