Elder Health Care, a part of the Rs 500-crore Elder group of companies, announced a strategic alliance with US-based Combe Inc with the launch of men's hair-colour brand, 'Just For Men' on Wednesday.

The company also announced that model and actor Milind Soman would be the brand ambassador for the brand in India.

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Both the ranges will be available in light brown, dark brown and natural black variants, priced at Rs 400.

The company initially launched the product in Bangalore and Kolkata.

"Hair colour is one of the biggest personal grooming category but most of the products are women-centric. With the launch of 'Just for Men' with its "colour in five minutes" and "covers only grey" technology, it will create a revolution in the male grooming category," Elder Health Care Managing Director Anuj Sexena told reporters here.

On the alliance with Elder Health Care, Combe Asia Pacific Managing Director Trevor Bell said, "We are pleased to have found a distribution partner like Elder Health Care who are one the leading players in this industry and we believe that with our joint efforts 'Just for Men' has a great future in India."

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