Riding high on the popularity of its calcium supplement product, Shelcal, Elder Pharmaceuticals Ltd has now launched Shelcal Superkids for schoolchildren. Shelcal Superkids contains natural calcium derived from the best available source - oyster shells. Elder indigenously developed a technology for the extensive process and treating of the raw material to give the calcium which is readily absorbable and increases bone mass.

The company claims that Shelcal Superkids contains Vitamin D3 without which calcium cannot be absorbed. It also offers minerals for bone development and metabolism. The product is available in three flavours: American ice cream, orange and mixed fruit. It is priced at Rs 65 for 100 tablets and is available all over the country, the company said here yesterday.

Shelcal is one of the fastest growing calcium brands in India and has shown a remarkable growth since its inception in 1988. Shelcal ranks 45th amongst the top 100 leading Indian brands listed in the ORG.

By 2002, it is anticipated to reach a turnover of more than Rs 50 crore. Shelcal contributes the lion's share (27%) to the turnover of the company.

Shelcal is a calcium supplement, which is widely used during pregnancy & lactation and for management of osteoporosis (a condition, in which the bones are no longer hard and tough). Elder started with Shelcal-250 in 1988 and launched Shelcal-500 in 1990.