Elitecon International Limited has entered into an Exclusive Distribution Rights Agreement with Thailand-based Star Herb Pharma Company Limited, effective November 10, 2026, to become the sole importer, marketer and distributor in India for its PRIKKA, Fiberr, Star Cafe’ and Starella brands.
The agreement grants Elitecon exclusive distribution rights across all Indian states and Union Territories and all trade channels, including general and modern trade, e-commerce, quick commerce, and hotels, restaurants and caf‚s.
The partnership will expand Elitecon's presence into packaged beverages and wellness products, including instant coffees and lattes, Asian-style teas, apple cider vinegar drink mixes and collagen supplements.
Under the agreement, Star Herb will manufacture products in Thailand in compliance with Indian regulatory requirements, including FSSAI and Legal Metrology standards, while Elitecon will leverage its existing import, warehousing and distribution network to market the brands across India.
The agreement is expected to strengthen Elitecon's FMCG portfolio and expand its international brand partnerships.