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Elder Pharma enters mouthwash category sees opportunities in rural

Among oral care products, the mouthwash category has seen high penetration levels with substantial market expansion even in rural and semi-urban areas.

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Elder Pharmaceuticals has entered into fast-growing Rs 600 crore Indian mouthwash category in the oral care segment where the company is eyeing 5-7 percent share in the next few years.

"Among oral care products, the mouthwash category has seen high penetration levels with substantial market expansion even in rural and semi-urban areas," Elder Pharma managing director Alok Saxena said.

"In addition to our thrust on the anti-infectives, multi- vitamins and skin care segments, we are entering into fast-growing mouthwash category in oral care segment which is worth Rs 600 crore and growing at 25 percent annually," a company statement said here.

The company has launched AMPM range of mouthwash with an addition of a range for smokers/tobacco users.

The oral care industry, over the last few years, has been one of the fastest-growing FMCG sectors. It is divided into five categories - toothpaste, toothbrush, toothpowder, mouthwashes and other oral care products like dental flosses.

"There is a major change in the consumer tastes and preferences towards easy to use oral care products in the market. We are focusing on advance solutions for oral health problems for the consumers."

Developed by R&D scientists at Elder Pharma in a joint co-operation with dentists, the AMPM mouthwash has key ingredient triclosan, which is an antibacterial and anti-fungal agent. Triclosan has been shown to be effective in reducing and controlling bacterial contamination and fighting germs.

Going forward, Elder is planning to launch mouthwashes based on natural ingredients like aloe vera, green tea and probiotics under the AMPM range, Mr Saxena said.

The mouthwash industry is currently valued at Rs. 600 crore and growing at 25-30 per cent per annum. The category leader is Listerine, which enjoys 70 per cent market share followed by Colgate Plax, which is way behind at 17 per cent.

The city-based company hopes to garner a 5-7 per cent share in the next few years, the release said.

Elder's growth strategy is to expand the brands remaining with itself post-Torrent deal and strengthening them rather than launch new products, Mr Saxena added.

Late last year, Ahmedabad-based Torrent Pharmaceuticals bought Elder's branded domestic formulations business in India and Nepal for Rs. 2,004 crore.

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