Generic formulations has existed in the Indian pharmaceutical market over the decades but has always been identified as a niche market predominated by local or regional players. This market includes the generic and branded generic and is estimated at Rs 1,500 crores per annum as per industry sources.

We are witnessing a paradigm shift from the product promotion to trade business (especially for common molecules). Some of the factors contributing to the attractiveness of the Indian generic market are assurance of good trade margins, and drop in the investment requirements for trade, with assured quality standards.

In post patent era, The Indian market is expected to be more conducive for generics and hence the strategic objective of ELDER is to take steps for developing a solid, competitive base in Generic business.

With this aim ELDER has taken a BOLD step in redefining their Generic Business by Launching "ELZENA" Division.

ELZENA was launched in September 04 and within short span of 3 months it had successfully launched more than 140 products.

ELZENA objective is to have a basket of more than 200 products, so that wide range of products is available under one roof for human health care.

The central Theme of ELZENA is to provide "QUALITY CARE AT FAIR PRICE"

QUALITY CARE : By Offering high quality Products across the Therapeutic Segment

FAIR PRICE : Best Possible price offered to the Customers

ELZENA offers an extensive range of products Spread over various Therapeutic Segments, formulation & dosage form as under.