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Free Essay: Case Study | CavinKare Private limited: Serving Low Income Consumers | | Submitted to: Dr. Rohit Singh (Module Leader). I was so impressed by this book specially with the case study of CavinKare which I would like to share with you guys today.(Basicall Iwant to. To download CavinKare – The Small ‘Big’ Company case study (Case Code: MKTA) click on the button below, and select the case from the list of available .

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Could CavinKare become a Nirma and successfully take on a well-entrenched multi-national company like Hindustan Lever? That time Chik was selling at RS1 per sachet.

In an interview with rediff. On average a good perfume bottle costs Rs Shaw Wallace already had a cavvinkare product but it was marketed very poorly.

CavinKare: A Case Study

This gave birth to Meera shampoo which is a huge hit in market today. It is not intended to illustrate either effective or ineffective handling of a management situation.

To casr his marketing network he decided to invite people with no marketing experience in FMCG products as being new to FMCG they would be working on his norms and more than experience the passion was required in this field. The usage was very low despite being aware of shampoo market because of the price constraints. However unlike other Cavibkare products they decided to keep the keep the price range for this product at premium since people are aware that saffron is expensive and they will willingly pay for this.

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Ranga decided to explore market for fairness creamswhere he found that it was one of high margin business and dominated by one giant leader Csse and Lovely.

The inspiring success story of CavinKare

He targeted rural and small town customers who used soaps to wash their hair. I bought a shampoo-packing machine for Rs 3, It is mainly because of the anti-dandruff shampoos in the market.

This idea was unique and first of its kind which was a major hit with the market then. C K Ranganathan, chairman and managing director of CavinKare.

Meera Herbal powder was actually not our idea. This was followed by Indica hair dye. In the last two to three years, our market share has come down though we are growing.

Cavinkare private limited case study Essay – Free Papers and Essays Examples

He had a very good relationships with his suppliers dtudy of the fact that finances were tight for him and a pressure of paying suppliers on time.

By research he found out that these people use natural products like Reetha, Shikakai etc. The founder of CavinKare, Stidy. CK, my father’s initials. Beginning was very challenging and it took him three years to get his first bank loan of Rs25, which he later upgraded slowly to Rs 15 lakh.

But still he managed to win confidence of his suppliers. I was so impressed by this book specially with the case study of CavinKare which I would like to share with you studyy today. It took nine years for me to overtake my brothers’ business. This pack worked great initially but took a back step later reason being customers wanted a perfume whose fragrance would last a day long and not just for few hours.


Pioneers of sachet packing and mass marketing in rural areas, CavinKare, had grown from a Rs. The second reason of our success is innovation.

Ranganathan took the then shampoo-market by storm, selling his Chik brand of shampoo in 50 paise sachets at a time when other shampoo sachets were selling dtudy Rs. Ranga introduced Spinz at Rs10 a pack. In AP he launched Meera with Reetha and in Tamil Nadu he launched it with Shikakai, in Kerala he launched Meera with Hibiscus and in Karnataka he launched a low-cost version called Karthika with a mixture of herbs that are preferred by the people there.

My father, Chinni Krishnan, cavvinkare agriculturist, was also into pharmaceutical business. By a deeper study he found out that each state in India seemed to use natural products that were unique to it.

CavinKare – The Small ‘Big’ Company

I also became one of the Foundation’s founder members. He started Chik India as a small partnership firm. While my siblings studied in English medium schools, I was put in a Tamil medium school. CavinKare in Perfume Market: Ranganathan’s Ranganathan father, Chinni Stidy had an entrepreneurial streak in him. Rajkumar had been the brain behind Velvette International and the successful launch of Velvette shampoo sachets in the early eighties.