Elder Health Care is reportedly planning to evaluate two Indian brands for acquisition. The two potential targets are in the areas of oral care and body care, and will help Elder consolidate its presence in the personal care segment.
According to the report, Elder is expecting to close each of the deals at a valuation of Rs50-100mn.
Elder already has an oral care brand, AMPM Mouthwash. Other popular brands include Fairone (fairness cream), Tiger Balm (pain relief) and the recently-launched deodorant body spray Fuel for Men, in partnership with VLCC. Elder has announced its plan to enter into the Indian colour cosmetics market.
Elder has signed an exclusive marketing agreement with Germanys Innovative Cosmetic Brands GmbH to roll out their mid-to-premium segment brand BeYu in India. The range will comprise mineral make up, lipstick, foundation, eye shadow, mascara, eye liner and nail enamel. The brand will target urban women in the 25-40 years of age. Elder also plans to expand its men grooming portfolio by extending the Fuel for Men brand into hair gel and after-shave products.
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