Financial Daily from THE HINDU group of publications
Friday, Apr 25, 2003
Financial Daily from THE HINDU group of publications Friday, Apr 25, 2003 |
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Marketing
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Strategy CavinKare to relaunch Indica — New hair care brand on the anvil Ratna Bhushan
NEW DELHI, April 24 EVEN as Chik, Fairever and Nyle remain its frontrunner brands, the Rs 264-crore personal care, hair care and skin care manufacturer, CavinKare Pvt Ltd, now plans to relaunch Indica, its low-key hair dye brand, in the current year. Mr C.K. Ranganathan, Managing Director, CavinKare Pvt Ltd, told Business Line, "We plan to relaunch Indica in the northern region this year. The brand currently has a presence in the South and West." The hair dye market is estimated at Rs 250-300 crore, of which Indica's share is 4-5 per cent. CavinKare is also set to introduce a new hair care brand within the next month, Mr Ranganathan indicated. He, however, declined to provide details of the same. For Fairever, Mr Ranganathan said that the company was working on category extensions, but no immediate plans had been firmed up for the same. CavinKare, which introduced the concept of sachets, now sells its Chik, Fairever, Meera, Nyle and Indica brands in sachets or low-unit packs. Meera, CavinKare's other hair-care brand, will continue to have a regional presence, Mr Ranganathan said. Deodorants, meanwhile, have remained sluggish over the past couple of years, and Spinz remains a small brand in CavinKare's portfolio.
Record growth
Shampoos have emerged as the fastest growing personal care product category last year, according to AC Nielsen/ ORG data, with a 20 per cent growth last year, against 9-10 per cent the previous year. In fact, shampoos is the only personal care category that grew last year. While HLL's Clinic Plus is the market leader with a share in excess of 24 per cent, CavinKare's Chik brand follows close behind at No 2 slot with a 23.09 per cent share. Analysts attribute this to low-priced (50 paise) sachets and higher scope for penetration especially in rural areas. By value, shampoo is a Rs 1,160-crore market.
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