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R. Ravikumar

Chennai, July 30 Shampoos to foods company CavinKare Pvt Ltd is all set to launch a range of traditional South Indian snacks. To start with, it will introduce mixture, murukku (in variants including garlic), and plantain chips under the brand Chinni’s Cruncho.

“As this is the first ever range of branded South Indian snacks, we stand a good chance in the market,” says Mr C. K. Ranganathan, Chairman and Managing Director of the Rs 500-crore company. According to him, these products are to be sourced from a manufacturer in Coimbatore “to the company’s specifications, and packed hygienically”. The products will be initially rolled out in Tamil Nadu and then in other southern markets.

CavinKare is also set for a national roll out of its fruit drink brand Maa. In addition to doubling its current 1.2-crore litre facility at Dharmapuri district in Tamil Nadu, it is planning a greenfield facility near Hyderabad to manufacture fruit juices. “Both these would involve a capital expenditure of Rs 20 crore,” says Mr Ranganathan.

CavinKare acquired the company Maa Fruits Pvt Ltd early this year for a consideration of Rs 28 crore. Currently, Maa’s range includes four juices (mango, pineapple, apple and guava) and is present in Tamil Nadu, Kerala, Karnataka and Andhra Pradesh.

“The brand, which has been popular mostly in rural areas, has now been visible across markets, thanks to our wide distribution network,” he said.

In the personal care segment, the company has introduced a new shampoo variant – Chik Satin, which is being test marketed. According to the company’s marketing strategy, the new product is also available in sachets priced at Rs 1.50.

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