1. Pharma Biggies Vie for a Bigger Share of the Fast Growing DomesticMouthwash Category in Oral Care Segment Worth Rs 600 Crore andGrowing at 25% Annually* Elder Pharma relaunches AMPM Mouthwash - also introduces a SpecificMouthwash for smokers/tobacco users. * Becomes 3rd major entity afterJ&J and Colgate in this field; targets 5% market share.Mumbai, India, October 24th, 2014 -- With the completion of its deal with TorrentPharma for Rs 2,000 crore involving sale of select brands, Elder Pharmaceuticals Limited(BSE: 532322 | NSE:ELDERPHARMEQ) has laid out aggressive expansion plans forachieving 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 growingmouthwash category in the Oral c are industry as its focus area and to this effect hasrelaunched its famous AMPM range of mouthwash with an addition of a range forSmokers / tobacco users.Indian oral care industry, over the last few years, has been one of the fast growingFMCG sectors. The oral care industry is segmented into five categories which includetoothpaste, toothbrush, toothpowder, mouthwashes, other oral care products such asdental flosses and chewing gum.According to Alok Saxena, Managing Director, Elder Pharma, Among Oral Careproducts, the mouthwash category has seen high penetration levels with substantialmarket expansion even in rural and semi-urban areas. There is a major change in theconsumer 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 theconsumer, are receiving good response from the market.Developed by the R&D scientists at Elder Pharma in joint co-operation with practicingdentists, the new AMPM Mouthwash has as its key ingredient Triclosan, anantibacterial and antifungal agent. Triclosan has been shown to be effective in reducingand controlling bacterial contamination and fighting germs. In addition to its anti plaqueand 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 browningof front teeth due to exhaling tobacco smoke.AMPM is available in 3 variants AMPM PLUS, AMPM SPECIAL and the newly launchedAMPM NICOFRESH specially formulated for smokers/tobacco users. Smoking not onlycauses bad breath but leaves stains on teeth and leads to gum diseases. In addition toTRICLOSAN, AMPM NICOFRESH contains Sodium Perborate which helps remove smokeand tobacco tar. The oxygenating effect of NICOFRESH hits one of the most stubbornsources of sulfur-producing bacteria and stops it at its source.

2. Going ahead Elder is also planning to launch mouthwashes based on natural ingredientslike 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 amajor role in the market expansion of mouthwashes as oral health & hygiene awarenessincreases by the day. The leader in the mouthwash category is Listerine which accountsfor 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 andcondition-specific products like mouthwashes for sensitive teeth, for gum care , fordiscoloration of teeth, for smokers etc. Increased competition from Internationalplayers has also meant reaching out to the last mile population to promote products.Elders growth strategy is to lay emphasis on expanding the brands remaining with itselfpost Torrent deal and strengthening them rather than launch new products. Newproducts are also in the pipeline but will be introduced in a phased manner once theexisting brands reach a critical level. Elder groups target of Rs 1000 cr turnover by 2017will see equal contribution from its domestic and international operations.Press & Media Contact:Mitesh M KapadiaSentinel Public Relations Pvt Ltd / Sentinel Advertising ServicesB-603, Samajdeep, Near Bhanu Park/Seasons RestaurantAdukia Road, Off S V RoadKandivli (W), Mumbai 400 067 IndiaMob: +91 98205 03876Tel: (022) 28625131/32Fax: (022) 28625133mitesh@publicrelationindia.comhttp://www.publicrelationindia.comhttp://www.elderindia.com