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Presented

By

Swarnim Deshpande 11

Vidhi Doshi 12

Priyanka Fulekar 13

Madhu Sudhan 14

Pavan Gobburu 15

Aditya Goswami 16

Harshal Holkar 17Kavita Irpachi 18

Anandsagar Joshi 19

Pallavi Kachare 20

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Birth of Cavin Care

Chic India 1983

Beauty Cosmetics Pvt 1990

Floated Packaging India Pvt Ltd for supplying

packaging laminates 1991 Nyle Herbal Shampoo was launched for

consumers beyond the South 1993

Introduced Spinz perfumes to the masses 1997 BCL renamed as CavinKare Pvt Ltd to revamp its

Corporate image 1998

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Introductory Stage

Challenges in the initial stage

Launch of first product

Difficulty with Loan sanction

Money multiplication

Stabilization of marketing network

Accomplishment

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Out-Of-The-Box Strategy

Not a highest market recall

One sachet free for every four empty sachet ofany

shampoo

One free sachet for every four used Chik shampoo

The strategy was a Huge Hit

Sales grew to Rs.12 lakh from Rs.3 lakh pm

Turnover in 1991-92 was around Rs.400 lakh

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Chik Insights

Rural Indian Population-72%,Penetration of shampoos there-

8%

Awareness in Rural India-70%

Rangas Insight found the most Important Barrier- Price 50Rs a month in the 80s for a family of 6 was very expensive

Cannibalization then became a threat

Market Penetration Pricing at fifty paisa did wonders

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Actualizing The Insight

R & D hurdle

Quality and value for money at 50 paise

50 ml shampoo bottle wonder

Market share of chik

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Prototyping With Further Insights

INSIGHT - the key to take on giant competitors.

Prototypes were aimed at getting customers feedback on

introduction of variations in standard product.

The trials or insights urged CalvinKare to enter perfume

market.

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Huge market fairness market

Market is dominated by single player

Credibility in the customers mind

20% market share in south and

8 % national

Thefairever success

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Analyzing the fairness cream market

Strategy adopted by Fair and Lovely

Birth of Fairever

Cavinkare strategy to promote Fairever

Market share for Fairever-18%

Thefairever success

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The Constant Entrepreneur

Personal to food

Ruchi and Chinni pickles

No. 1 in South India

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Grabbing the pie

Beating the giants

Unintimidated attitude

Rs. 750 Crore company

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Conclusion

Expansion from Rs15000 to Rs 750 cr

Second Largest Selling Shampoo After Clinic Plus

Spinz became the 4th largest perfume selling brand

Fairever achieved 18 percent market share in its first year Ruchi is the no. 1 pickle brand in South India