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Japanese Beauty Brand Pola to Enter India

Pola Chemical Industries products expected to be available in the Indian market before the end of the year.

MUMBAI — Japan-based Pola Chemical Industries Inc. has signed an agreement with Elder Health Care Ltd., which is part of the 8 billion rupee, or $180.2 million at current exchange, Elder Group, based in Mumbai, to introduce Pola’s skin care and cosmetics in India.

The products are expected to be available in the Indian market before the end of the year.

The first introduction is expected to be a range of skin whitening products in India, called Bihaku, which will include a face wash, lotion, gel and a mask. The brand will be carried in retail outlets as well as through the offices of dermatologists and cosmetologists.

“Pola Chemical first drew our attention when we learned that Pola scientists spend three to five years on basic research, development and testing for each product before releasing it to consumers,” said Anuj Saxena, managing director of Elder Health Care.

Elder Health Care is targeting sales of 70 million rupees, or $1.6 million, from the Bihaku products in the next five years. The firm plans to develop a dozen complete product lines with Pola Chemical Industries, and bring them into India in the longer run, he added.

The company has several licenses with other beauty companies, including the distribution of Fair One Fairness Creams from Shahnaz Husain Herbals Pvt Ltd., Fuel for Men deodorants from VLCC, dermatology and cosmetology products from Dermatologiques D’ Uriage, BeYu color cosmetics from Innovative Cosmetics Gmbh and Just for Men hair color from Combe Inc.