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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To begin with he rented sttudy house-cum-office for Rs per month and a factory space for Rs per month and a shampoo-packing machine for Rs I feel each of us has to give something back to the society.

I was the odd one out. Chat with us Please leave your feedback. Ranga came up with a fairness cream which did not satisfied consumers much. CavinKare also operates in food market.

Sorry, your blog cannot share posts by email. Basicall Iwant to cover the whole book here: With an investment of Rs. Ranga decided to explore market for fairness creamswhere he found that it cae one of high margin business and dominated by one giant leader Fair and Lovely. However unlike other CK products they decided to keep the keep the price range for this product at premium ztudy people are aware that saffron is expensive and they will willingly pay for this.


CavinKare – The Small ‘Big’ Company

Ranga introduced Spinz at Rs10 a pack. Ranga saw small enterprises selling single use packet pickle which was packed in unhygienic polythene packs with high level of microbial contamination. This site uses Akismet to reduce spam. However, Ranganathan found the family business environment stifling. The awards were given for Leadership Excellence to industry captains and organizations for impressive marketing and branding efforts. Infact Chinni pickles is the largest selling sachet pickle in the whole India.

From 0 per cent, the anti-dandruff shampoos have taken over 25 per cent of the market. He was a great innovator, but a poor marketer. That time Chik was selling at RS1 per sachet.

Could CavinKare become a Nirma and successfully take on a well-entrenched multi-national cabinkare like Hindustan Lever? As I was in the manufacturing caxe, I did not know anything about marketing or finance. The 11 companies which are covered in this book: Pioneers of sachet packing and mass marketing in rural areas, CavinKare, had grown from a Rs. Case Studies in Marketing – Vol. We do not have an anti-dandruff shampoo yet.

Our target is to be a Rs 1, crore Rs 15 billion company in another three years. We were successful in that too.

CavinKare: A Case Study – Sparkles Unlimited

But still he managed to win confidence of his suppliers. The usage was very low despite being aware of shampoo market because of the price constraints. This case study was compiled from published sources, and is intended to be used as a basis for class discussion.

Unlike others, this company pays income tax! By research he found out that these people use natural products like Reetha, Shikakai etc.


To establish 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.

Karthika retails at Re1 while Meera at Rs2. 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.

He launched Meera shampoo with different combinations in different states. When his father passed away, Ranganathan was quick to enter the family business. MKTA click on the button below, and select the case from the list of available cases: Ranganathan, Managing Director, CavinKare. We are the second largest player in the market in this. This worked wonders in rural Tamil Nadu and Andhra Pradesh.

He had started a small-scale pharmaceutical packaging unit and gone on to manufacture pharmaceutical products and cosmetics. It is mainly because of the anti-dandruff shampoos in the market.