Presented

By Swarnim Deshpande 11 Vidhi Doshi 12 Priyanka Fulekar 13 Madhu Sudhan 14 Pavan Gobburu 15 Aditya Goswami 16 Harshal Holkar 17 Kavita Irpachi 18 Anandsagar Joshi 19 Pallavi Kachare 20

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

Introductory Stage
Challenges in the initial stage Launch of first product Difficulty with Loan sanction Money multiplication Stabilization of marketing network Accomplishment

Out-Of-The-Box Strategy
Not a highest market recall One sachet free for every four empty sachet of any 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

Chik Insights
Rural Indian Population-72%,Penetration of shampoos there8% 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

Actualizing The Insight

R & D hurdle Quality and value for money at 50 paise 50 ml shampoo bottle wonder Market share of chik

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.

The fairever success

Huge market fairness market Market is dominated by single player Credibility in the customers mind 20% market share in south and 8 % national

The fairever success

Analyzing the fairness cream market Strategy adopted by Fair and Lovely Birth of Fairever Cavinkare strategy to promote Fairever Market share for Fairever-18%

The Constant Entrepreneur

Personal to food Ruchi and Chinni pickles No. 1 in South India

Grabbing the pie

Beating the giants Unintimidated attitude Rs. 750 Crore company

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