Elder Pharma introduces mouthwash for smokers

The Oral Care industry in India has been one of the fast growing FMCG sectors and is growing at 25% annually and having completed its deal with Torrent Pharma for Rs 2,000 crore involving sale of select brands, Elder Pharmaceuticals has laid out aggressive expansion plans, which include the fast growing mouthwash category.

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.”​

Formulation​

And one of these solutions for Elder involves the introduction of NicoFresh and AMPM mouthwash variant, specially formulated for smokers/tobacco users to fight gum recession, tobacco odour, tartar build up and tooth staining from smoking, yellowing or browning of front teeth due to exhaling tobacco smoke.

The formulation developed by Elder’s R&D team contains Sodium Perborate which helps remove smoke and tobacco tar. The company claims the oxygenating effect of NicoFresh also hits one of the most stubborn sources of sulfur-producing bacteria and stops it at its source.

“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,”​ adds Saxena.

“Increased competition from International players has also meant reaching out to the last mile population to promote products.”​

Mouthwash segment​

The Domestic mouthwash industry is presently valued at Rs 600 crore and growing at 25 – 30%.

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.

Going ahead Elder is also planning to launch mouthwashes based on natural ingredients like aloe vera, green tea and probiotics under the AMPM range.