Abstract

Established with an initial investment of Rs 15,000 in the 1980s, CavinKare is now an Rs 264 crore business in 2003. Its Chik shampoo offered in small sachets, is immensely successful in tapping the rural and semi- urban markets. Over the years, CavinKare has added popular brands like Fairever cream, Nyle herbal shampoo, and Everglo dish wash bars to its product portfolio. CavinKare ventured into the salon business in 2001, and food and home care products in 2003. CavinKare believes that its core competencies are research and development, brand building, and distribution management. It does not distribute the products of other manufacturers, and neither does it let others distribute its products. CavinKare has set an ambitious sales target of Rs 5,000 crore by 2012. The case discusses a start-ups’ innovative marketing strategies to carve out a place for itself in a market dominated by multinationals like Unilever and Procter & Gamble.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

CavinKare, Cosmetic industry, Chik shampoo, Fairever fairness cream, Nyle shampoo, Chinni Krishnan, Ranganathan, Cavin Plastics and Chemicals Private Limited (CPCPL), Packaging India Private Limited (PIPL), Trends in Vogue Pvt Limited, LimeLite, Spintz, Salons