In a shift in strategy, FMCG player Elder Health Care has decided to give more focus to building its own brands and has lined up about half-a-dozen launches this year. The company is also aiming for a massive jump in its turnover by FY13 at Rs 300-crore against Rs 80-crore in FY10.
Following this shift in strategy, the company aims to have a 50:50 ratio between in-licensed products and own brands over the next three-five years as against the present 90:10 in favour of in-licensed products. The company is betting big on the deodorants segment and plans to launch its own brand Octane in April. It already has an in-licensed deodorant called Fuel launched last year which should fetch it a Rs 10-crore revenue in FY11. The company is targeting an 8-9% market-share in the deodorant segment. The market has been growing at around 40% every year in the last three-years.crackcrack
