Home / Knowledge / News / Fashion / Elder unveils Fuel for Men
Elder unveils Fuel for Men
26
Mar '09
Dr. Anuj Saxena & Vandana Luthra
Dr. Anuj Saxena & Vandana Luthra
Elder Health Care Limited, part of the Rs 500-crore Elder group of companies, is strengthening its presence in the Health & Personal care category. The company plans to introduce a complete range of male grooming products starting with the launch of a deodorant body spray, 'Fuel for Men'. The product has been created in alliance with VLCC Personal Care Ltd. Dr. Anuj Saxena, Managing Director, Elder Health Care Ltd and Mrs. Vandana Luthra, CEO, VLCC, unveiled the three variants, Ignite Flame, Unravel Mystery & Arouse Passion at a press conference in Mumbai.

Today, as more and more men are becoming conscious of personal hygiene and grooming, 'Fuel for Men' deodorant body sprays offer the vital benefits of odour protection without compromising on the fragrance. “Deodorants are the highest volume products and one of the fastest growing products in the men's grooming category. As per industry statistics, the men's grooming market in India is currently estimated at Rs. 1500 cores, and is growing at 12 % CAGR.

Elder Health Care Ltd realized this opportunity in 2007 and entered the men's grooming segment with Fairone Man. Today Fairone Man enjoys a market share of 5 % in the Rs. 95 crores Men's fairness cream market (source- Nielsen MAT Dec 2008) .We plan to attain a market share of 5 %, of the Rs. 400 Crs. deodorant market with the launch of 'Fuel for Men”, said Dr. Anuj Saxena, Managing Director, Elder Health Care Ltd.

Talking about further developing the male grooming category, Dr. Anuj Saxena, Managing Director, Elder Health Care Ltd , said, “To cater to the rising aspirations of the metro sexual man, VLCC has developed a complete range of male grooming products including shaving gels, after-shave balm hair styling & strengthening gel and deodorants, which will be launched, marketed and distributed by Elder Healthcare Ltd under the brand “Fuel for Men”.

The launch would be in phases – deodorants would be introduced first, followed by hair styling and strengthening gels, shaving gels and after shave balms. All the products would be introduced under the 'Fuel for Men' brand umbrella”.

Speaking about the alliance with Elder Health Care Limited for 'Fuel for Men', Mrs. Vandana Luthra, CEO, VLCC, said, “ At VLCC it has always been our endeavour to give the best to our consumer. With the fast growing male grooming market and the advent of many new players, it was imperative that the existing players redefined themselves constantly and maintain their market leadership.

The strategy revolves around increasing penetration in the market by building interest and loyalty amongst the consumers. We are glad to be associated with Elder Health Care as they have been one of the leading players in this industry and have a substantial distribution network. This will help us effectively leverage the male grooming segment, with our best-in-class basket of products."

The launch campaign will involve print and television advertising; point of purchase promotions and outdoor hoardings. “Fuel for Men” deodorant body sprays will be available across the country at large retail stores, supermarkets, general stores and grocers. The deodorants are hypoallergenic products with a shelf life of 18 months.

Elder Health Care Ltd.


Must ReadView All

Courtesy: Jens Mahnke from Pexels

Textiles | On 22nd Oct 2018

India levies anti-dumping duty on flax yarn from China

The ministry of finance, Government of India, has imposed definitive...

US polyester yarn makers allege dumping from China, India

Textiles | On 22nd Oct 2018

US polyester yarn makers allege dumping from China, India

Two major US synthetic yarn producers—Unifi Manufacturing, Inc...

Courtesy: Donear

Textiles | On 22nd Oct 2018

Aspiring middle class shaping menswear fabric trend

The key trends shaping menswear fabric include a new middle class and ...

Interviews View All

Neel Sawhney, One Friday

Neel Sawhney
One Friday

‘The share of kidswear segment in the online sector is still small in...

Yashiki Gumber, Sahiba Fabrics

Yashiki Gumber
Sahiba Fabrics

Fabric does not restrict us from fashion trends

Claudia Kersten, Global Organic Textile Standard

Claudia Kersten
Global Organic Textile Standard

‘GOTS is a very efficient supply chain management tool, especially for...

Harmeet Singh,

Harmeet Singh

New Delhi-based Jogindra Industries Private Limited provides an assortment ...

Yash Jain & Sanjeev Jain,

Yash Jain & Sanjeev Jain

Divyam Export, launched about 30 years ago, exports to 15 countries,...

Maya Simova,

Maya Simova

Inter Expo and Congress Center (IEC) is a prominent exhibition centre in...

Razvan Popescu, Directa Plus SpA

Razvan Popescu
Directa Plus SpA

Directa Plus is one of the largest producers and suppliers worldwide of...

Eric Scholler, Groz-Beckert

Eric Scholler
Groz-Beckert

The Indian market has huge potential in technical textiles, and by far,...

Dave Rousse, INDA

Dave Rousse
INDA

INDA, the Association of the Nonwoven Fabrics Industry, serves hundreds of ...

Priya Somaiya, Usha Social Services

Priya Somaiya
Usha Social Services

The Usha Silai label from Usha International is all set for a retail...

Amiben Shroff, Shrujan

Amiben Shroff
Shrujan

From its modest beginning in the late 1960s, Shrujan has grown into a...

Karan Arora, Karan Arora

Karan Arora
Karan Arora

Bridal couture created with rich Indian heritage, exquisite craftsmanship...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


October 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Advanced Search