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Our Bureau

Actor-director and brand ambassador for Chinni's pickle, Revathi, with Mr Ramesh Viswanathan, V-P (Marketing), CavinKare, in Chennai on Tuesday. — Bijoy Ghosh

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Chennai Feb. 27 Shampoos to pickle maker CavinKare Pvt Ltd said that its Chinni's brand of pickles has seen a 50 per cent growth in sales on the back of celebrity endorsement and TV commercials featuring them.

Announcing this at a press conference here today, Mr Ramesh Viswanathan, Vice-President (Marketing), CavinKare, said the brand Chinni's has, in fact, outperformed Ruchi (another brand from the company) in the pickles segment, after being endorsed by film actor and director Revathi.

Created by O&M, the new commercials are produced and directed by Revathi herself.

5 variants

Launched in 2003, Chinni's Pickles now has five variants and sold in four formats — sachets, standby pouches, bulk packs and 300g bottles. The company is planning to come out with more variants soon, said Mr Viswanathan.

At present, the Chinni's brand is present in South and some markets in the west.

According to Mr Viswanathan, the new TV commercials, basically meant for the South, will go on air in other southern States by May.

The company is also planning to launch its range of pickles in the North in April.

CavinKare's food business has 3 brands — Ruchi, Chinni's and Health Plus. While the brand Ruchi has pickles and gulab jamoon mix, Chinni's has pickles, vermicelli and masalas. Health Plus is a relatively new brand under which the company sells dates and peanut candies.

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