Elder, Combe to launch 'Just For Men' in India

Elder Health Care Limited, part of the Rs. 500-crore Elder group of companies and manufacturer of self care products is all set to further expand its male grooming category with the launch of 'Just For Men', the leading men's hair colour brand. The company today announced a strategic alliance with Combe Incorporated, a leading manufacturer of personal care products head quartered in Newyork, USA to launch the product in India.

To be imported and marketed by Elder Health Care Ltd., the brand will be available in in light brown, dark brown and natural black variants. Targeted towards the men in the age group of 30 years and above,, the product is priced at Rs. 400.

Speaking on the occasion, Anuj Saxena, managing director, Elder Health Care, said, "With the launch of Just for Men with its “colour in 5 minutes” and “covers only grey” technology, it will create a revolution in the male grooming category. The brand will be imported from USA to ensure consistency of a world class quality assurance. Elder and Combe together will market the product aggressively."

On the alliance with Elder Health Care, Trevor Bell, managing director, Combe Asia Pacific, said, "We are delighted that Indian men will have access to Just for Men. We are pleased to have found a distribution partner like Elder Health Care Ltd. and we believe that with our joint efforts for the brand has a great future in India."

Elder Healthcare Limited, an associate company of Elder Pharmaceuticals Limited, was incorporated in the year 1988 and subsequently converted into a public limited company in the year 1992. Combe's products are currently sold in 64 countries. The company currently operates in six different categories of products ranging from men's grooming, feminine care, foot care, denture care, oral care and skin care.