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--launcher.ini <location> (Executable)
    the location of the product .ini file to use.  If not specified the executable will look for a file beside the launcher with the same name and the extension .ini.  (i.e. eclipse.exe looks for eclipse.ini, product.exe looks for product.ini)
    
Source: http://help.eclipse.org/mars/index.jsp?topic=/org.eclipse.platform.doc.isv/reference/misc/runtime-options.html