Elitecon International Wins Exclusive India Rights for Thailand’s Star Herb Brands; Shares Up 0.8%

Mumbai, November 11: Elitecon International Limited has announced that it has secured exclusive all-India rights for a portfolio of beverage and wellness products from Thailand-based Star Herb Pharma Company Limited. Through the agreement, Elitecon will become the sole importer, marketer, distributor and seller in India for products under the PRIKKA, Fiberr, Star Cafe’ and Starella brands, marking its entry into packaged beverages and wellness products.

Exclusive Rights Agreement Expands Elitecon’s FMCG Portfolio

According to the company’s filing and press release, the agreement was executed on November 10, 2026, and gives Elitecon exclusive rights across all states and union territories in India. The arrangement covers multiple channels including general trade, modern trade, e-commerce, quick commerce, HoReCa, institutional, duty-free and government channels. The agreement includes four brands and seven product lines. These include PRIKKA spicy coffee and caramel latte, Fiberr apple cider vinegar powder mix, Star Cafe’ Thai tea, Taiwanese milk tea and matcha latte, and Starella active collagen. The company said any new product, flavour or pack size introduced under these brands during the tenure of the agreement will automatically be included. Elitecon also said the arrangement gives it a royalty-free, exclusive licence to use the relevant trademarks in India. Under the agreement, Star Herb and its affiliates will not sell these products directly in India or appoint any other distributor for the Indian market during the term of the pact. The initial term of the agreement is one year, with provision for renewal through mutual written agreement for successive periods of three years each. Elitecon will also have a preferential right of renewal. The company said the partnership is expected to strengthen and diversify its FMCG portfolio by adding packaged beverages, functional drinks and wellness products, while leveraging its existing import, warehousing and distribution network in India.

Stock Market Snapshot

Elitecon International share price were trading at around ₹6.06, up by approximately ₹0.05 or 0.83%, compared with the previous close of ₹6.01, in morning trade on November 11, 2026. During the session, the stock moved above ₹6.20 before easing, based on the market snapshot shared.

About the Company

Elitecon International Limited is a diversified FMCG enterprise headquartered in New Delhi. The company has interests in edible oil and agro, international FMCG trade, and tobacco and allied products. It also operates through international subsidiaries and has built a distribution and manufacturing presence across multiple markets.

Conclusion

The Star Herb agreement gives Elitecon a ready-made entry into packaged beverages and wellness products without having to build those brands from the ground up. For the company, it adds a fresh growth avenue within FMCG. For the Indian market, it could open the door for a wider range of imported beverage and supplement products under a single national distribution platform.

Source: 

• https://www.bseindia.com/stock-share-price/elitecon-international-ltd/elitecon/539533