You probably dont want to start elasticsearch using a one liner like that.
What you need to do is to just create another init.d script, the difference between them should be that they point at different /etc/sysconfig/elasticsearch files, in here you should put different configs, dont set it in the /usr/share/elasticsearch.in.sh (i think its there default)
With this you can also spin up a new instance for master node, just put the differences in the sysconfig file, different heap etc etc