1) The document discusses the success of CavinKare, an Indian personal care company, from starting with Rs. 15,000 to a Rs. 5 Cr firm. 2) It highlights their strategies of teamwork, innovation, brand building, R&D, distribution management, and rural marketing approaches like product demonstrations and film sponsorships. 3) CavinKare focuses on unique, high quality products at affordable prices for rich and poor customers alike.

1. Akshay, Geetika, Nikita, Shreya and Shreya Juneja
Cluster Innovation Centre, University of Delhi
MAKING LIVES HAPPIER…

2. The Initial Steps From A Rs.15, 000 Venture To A
Rs.5 Cr Firm…
“Teamwork is the main reason for our success. We have good professionals who work really hard. The
second reason of our success is innovation. We have executed innovative ideas as well.”
CMD Ranganathan - inspiring Entrepreneurship…
2

3. Capturing South Of India…
• Exchanging sachets scheme
• Introduction of Rose and Jasmine fragrances
• Approaching local Kirana store
• Live demonstration in villages
• Chik Shampoo-sponsored shows of Rajniknath's films
• Introducing Meera Herbal products , inspired by Shaw Wallace
• Perfumes for the poor
3

4. Values And Beliefs
"We shall achieve growth by continuously offering unique products and services that would
give customers utmost satisfaction and thereby be a role model.“
Ethical
Behavoiur
Innovation
Ownership
Stakeholder's
Delight
Excellence
4

5. Business Model
5
Classify the
products
Assign head to
each business
Set up diff. sales
division based on
customer types
Manage Supply
Chain

6. Product Range
Personal Care Food and Beverages
Sweets & Snacks
Dairy Products
6

7. Strategies
• Corporate Strategies– 3 cardinal rules
 Cavinkare will focus on brand building, R&D and distribution management
 Cavinkare will never distribute products of other manufacturers
 It will not let its products distributed by other people
• Role of IT
 one of the early adopters of ERP
• Promotional Strategy
• Rural Marketing
• Competitive Strategies
 Milk and saffron for Fairever's ingredients
 Indica 10 min Hair Dye
7

8. Innovative Aspects…
8
• IT Enabled Company
• Trends in Vogue – for best grooming solutions
• Innovative Marketing Strategies - “What rich can enjoy, poor should afford”
• Innovation Awards
 CavinKare ABILITY Awards
 Chinnikrishnan Innovation Awards
ERP

9. Conclusion
9
• CavinKare has entered into strategic partnerships with Coty for Adidas and Jovan brands and
Hawpar International for Tiger Balm.
• Replicated the success at home and in foreign lands as well.
• CavinKare has been extremely innovative with its concept of sachets.
• The company could be successful because of its root aim of reaching out to the rich and the
poor alike.
• Identifying target customers is a very important measure and CavinKare made sure it never
failed at that.