The document discusses the history and success of C.K. Ranganathan and his company Cavinkare. It notes that he left Velvette in 1983 to start Cavinkare, which grew from 15K to 725Cr in revenue. Cavinkare was known for innovative marketing strategies like small shampoo sachets. The document also outlines Cavinkare's strategies for gaining rural market share through affordable prices and packaging, developing new products based on consumer insights, and establishing dominance in the hair care market with Fair & Lovely through innovative products and distributor relationships.