Cavin kare

1. CavinKare
 Cavinkare was formed by entrepreneurial zeal and single mind commitment.
 Formed in 1983 as Chik India later reamed to Beauty cosmetic Pvt Ltd in 1990 and
Cavikare Pvt ltd with an aim to go beyond cosmetics to consumer products.
 Some of its famous products are chik, Meera, Nyle, Fairever, Spinz, Indica, Raaga
Cool, Karthika, etc
 20 years after its formation it is one of the dominant consumer product companies
which manufactures variety of products, haircare, skincare and personal use.
 It identified gaps in the market and introduced products such as Chik which was
targeted at lower middle class a semi-rural people whose income was around 1500-
3000.
 It identified another gap which led to herbal shampoo, even introduce fairer cream
with saffron and milk.
 Its strategy included:
1. Constantly engaging with customers
2. Screening insights for potential and translatability into nonpainful products.
3. Challenging all conventional paths while translating insights into product.
4. Going back to customers to refine and relaunch better versions.
 They invested in advertising and branding since the start, relied on radio for their
shampoo chik.
 They also introduced the concept of sachets of shampoo, perfumes for lower income
families which were a huge success which led to them being one of the market
leaders.
 They were also the first to make use of business process outsourcing
 Now they are planning to expand to Soaps and detergents, entry into food products
and retailing ambitions. They have been able to identify gap and cater to customer
needs so they should keep on doing same. As the products are of good quality and
affordable so people are willing to buy and use it.