The Hindu Business Line : CavinKare signs on Irfan Pathan

CAVINKARE Pvt Ltd, which made a foray into the foods business last year with the acquisition of Ruchi pickles, has signed on the rising star of Indian cricket, Irfan Pathan, to endorse its forthcoming health foods range.

To begin with, Pathan will endorse Ruchi branded dates. The cricketer's image will be used in packaging, TV commercials, hoardings and print for more products in the foods category that CavinKare will unveil in the next few months.

Orchard Advertising will be handling the communication exercise.

Mr Satish Mane, CEO, Foods, CavinKare, told Business Line that Pathan reflects youth, strength, stamina and endurance, "Which is a great match to our product profile. His personality matches the brand profile that we want to project." The first of the products in the category is imported Arabian dates, a rich source of iron, and already existing under the Ruchi portfolio. It has now been relaunched with new packaging.

The company has also entered the mouth fresheners category with a new brand: Freshwala. Though the category itself is huge, CavinKare has launched mint-based and fruit-based mouth fresheners.

As Mr Mane explained, the company's existing products in the foods division fall into three categories: health foods, culinary products such as pickles (Ruchi and Chinni's) and asafoetida (under Ruchi) and mouth fresheners. More products will be on the shelves in a few months from now, he added.

CavinKare acquired Ruchi late last year for Rs 15.5 crore. At the time of the acquisition, Mr C.K. Ranganathan, CavinKare's MD, said that he expected the Ruchi brand to account for Rs 50 crore of the company's turnover one year hence.

More Stories on : Promotions & Offers | Brands | Personal Products

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Matching effort to boost ePost service

Channel [V] hunts for Super Singer

Dabur to join shampoo price wars — To launch one-rupee sachet to drive volumes

Canco strikes gold at NY Festivals

Now, a 24-hour channel for ads!

Preity Zinta is brand ambassador for `Head & Shoulders'

CavinKare signs on Irfan Pathan

Vasool Raja on AirTel

Plastic money boosts retail spend

India Tyres to explore possibility under Dunlop brand

Smirnoff Red holds its own against variants

Ford retires high-cost debt; Fusion launch likely in Nov

APC launches inverters