* Elder Pharma relaunches AMPM Mouthwash - also introduces a Specific Mouthwash for smokers/tobacco users. * Becomes 3rd major entity after J&J and Colgate in this field; targets 5% market share.

1. Pharma Biggies Vie for a Bigger Share of the Fast Growing Domestic
Mouthwash Category in Oral Care Segment Worth Rs 600 Crore and
Growing at 25% Annually
* Elder Pharma relaunches AMPM Mouthwash - also introduces a Specific
Mouthwash for smokers/tobacco users. * Becomes 3rd major entity after
J&J and Colgate in this field; targets 5% market share.
Mumbai, India, October 24th, 2014 -- With the completion of its deal with Torrent
Pharma for Rs 2,000 crore involving sale of select brands, Elder Pharmaceuticals Limited
(BSE: 532322 | NSE:ELDERPHARMEQ) has laid out aggressive expansion plans for
achieving a turnover of Rs 1000 crore by FY 2017. In addition to its thrust on the Anti-infectives,
Multi Vitamins and Skin care segments, Elder has identified the fast growing
mouthwash category in the Oral c are industry as its focus area and to this effect has
relaunched its famous AMPM range of mouthwash with an addition of a range for
Smokers / tobacco users.
Indian oral care industry, over the last few years, has been one of the fast growing
FMCG sectors. The oral care industry is segmented into five categories which include
toothpaste, toothbrush, toothpowder, mouthwashes, other oral care products such as
dental flosses and chewing gum.
According to Alok Saxena, Managing Director, Elder Pharma, “Among Oral Care
products, the mouthwash category has seen high penetration levels with substantial
market expansion even in rural and semi-urban areas. There is a major change in the
consumer tastes and preferences towards easy to use oral care products in the market.
Companies like Elder, focusing on advance solutions for oral health problems for the
consumer, are receiving good response from the market.”
Developed by the R&D scientists at Elder Pharma in joint co-operation with practicing
dentists, the new AMPM Mouthwash has as its key ingredient ‘Triclosan’, an
antibacterial and antifungal agent. Triclosan has been shown to be effective in reducing
and controlling bacterial contamination and fighting germs. In addition to its anti plaque
and anti cavity properties, AMPM has been designed to fight gum recession, dry mouth,
tobacco odour, tartar build up and tooth staining from smoking, yellowing or browning
of front teeth due to exhaling tobacco smoke.
AMPM is available in 3 variants AMPM PLUS, AMPM SPECIAL and the newly launched
AMPM NICOFRESH specially formulated for smokers/tobacco users. Smoking not only
causes bad breath but leaves stains on teeth and leads to gum diseases. In addition to
TRICLOSAN, AMPM NICOFRESH contains Sodium Perborate which helps remove smoke
and tobacco tar. The oxygenating effect of NICOFRESH hits one of the most stubborn
sources of sulfur-producing bacteria and stops it at its source.

2. Going ahead Elder is also planning to launch mouthwashes based on natural ingredients
like aloe vera, green tea and probiotics under the AMPM range.
The Domestic mouthwash industry is presently valued at Rs 600 crore and growing at 25
– 30% pa. Online ecommerce players and organized retail chains are also playing a
major role in the market expansion of mouthwashes as oral health & hygiene awareness
increases by the day. The leader in the mouthwash category is Listerine which accounts
for 70% of market share while Colgate Plax has 17% share. Elder hopes to garner a 5-7%
share in the next few years.
Adds Saxena, “The industry has expanded with the introduction of innovative and
condition-specific products like mouthwashes for sensitive teeth, for gum care , for
discoloration of teeth, for smokers etc. Increased competition from International
players has also meant reaching out to the last mile population to promote products.”
Elder’s growth strategy is to lay emphasis on expanding the brands remaining with itself
post Torrent deal and strengthening them rather than launch new products. New
products are also in the pipeline but will be introduced in a phased manner once the
existing brands reach a critical level. Elder group’s target of Rs 1000 cr turnover by 2017
will see equal contribution from its domestic and international operations.
Press & Media Contact:
Mitesh M Kapadia
Sentinel Public Relations Pvt Ltd / Sentinel Advertising Services
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Kandivli (W), Mumbai 400 067 India
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Tel: (022) 28625131/32
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