Bharath.H.

S
Mrinalini
Nirmal Dev
Shradha Shetty V
Shetty Durgaprasad
 Company Profile
• In 1983 with a single product, CavinKare started out
its journey as Chik India Ltd led by Mr. C.K.
Ranganathan.
• In 1998 again it was renamed as CavinKare Pvt Ltd.
• It is Chennai based FMCG player which has strong
presence in South India.
• The company offers quality Personal care (hair care,
skin care, home care) and Food products.
 Company Profile
• Currently, CavinKare is marketing its brands across
more than 13 countries including Srilanka, Nepal,
Bangladesh, Malaysia etc.
• CavinKare Group has crossed a turnover of 8819
million INR in 2009-2010.
• Company has employee strength of 1520, an all India
network of 1300 Stockists catering to about 25 lakh
outlets nationally.
• Set up its own world class plant at Haridwar to cater
to the demand of both domestic and international
market.
 Products Range
Hair care
1. Chik Shampoo.
2. Nyle Herbal Shampoo.
3. Indica Hair colorant.
4. Meera Badam Shampoo.
Ethnic Care
5. Meera hair Wash Powder.
6. Karthika hair wash powder.
7. Meera herbal Hair oil.
 Products range
Skin Care
1. Fair ever.
2. Spinz Talc.
3. Spinz Deodrants.
4. Nyle Cold cream and lotion.
Food Division
5. Ruchi Pickles.
6. Chinni pickles.
7. Chinni’s Masala.
8. Chinni’s Vermicelli.
9. Ruchi Gulab Jamun Mix.
 Rural Marketing
• Economy brands of CavinKare is consumed largely in the rural market.

• CavinKare enabled its product brands to compete directly with market

leaders such as HLL, P&G and Godrej successfully.

• The strategy of introducing herbal care shampoo worked wonders in

the rural areas of Tamil Nadu and Andhra Pradesh.

• CavinKare was the company responsible for small sachet revolution in

India.
 SWOT Analysis
Strengths:

• Strong presence in rural markets.

• Presence of established distribution.
networks in both urban and rural areas
• Presence of well-known brands in the
company.
Weakness:
• Low purchase power .
• Presence of duplicate products in the market.
• Packaging is not so good compared to it’s competitors.
• Lack of brand awareness especially in North India.
• Weak position in urban market.
Opportunities:
• Aggressive development activities
• Increase in aspiration and expectation of rural consumers
• Increase in per capita income in rural India
Threats:
• Strong competitors like HUL, P&G, etc
• Irregularity in income levels.
• Male dominance while purchasing in rural society.
• Availability of home made Ayurvedic substitutes.
 Business model

• Encouraging dealership in households.

• Advertising in village kiosks and kirana shops.
• Using local brand endorsers (sarpanch, doctor,
postman).
• Special offers and discounts during village Haats and
Melas (discounts, lucky draws).
• Aggressive marketing in the nearest towns.
• Sponsoring some events like movies, music shows
during festive season.
• Aggressive pricing of products.
• Educating the people to use by-products.
• Wall paintings, balloons.
Thank You