Milex
Seventy percent of India's population of a billion lives in rural areas. In respect to distribution, which is through small owner-managed, locally strong wholesalers, modern medicine reaches barely 30 percent of the country's population. The chemists form an important influence as many people in the rural areas still prefer not to go to doctors.

Milex commenced its operations in April 2000 to tap the rural pharmaceutical market, which has been labeled as a virgin market by many industry sources. Milex has appointed Marketing Agents who will market a range of products manufactured by Elder with a major focus in these interior markets. The Agents are offered an attractive incentive for promotion of these products. In summary, Milex attempts to capitalize on the existing market for pharmaceuticals with the help of a distribution network ensuring a good penetration in the rural market. Milex division will launch many more products during the year.