Financial Daily from THE HINDU group of publications
Tuesday, Jul 05, 2005
Financial Daily from THE HINDU group of publications Tuesday, Jul 05, 2005 |
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Marketing
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New Products & Services CavinKare relaunches Fairever, opts for brand ambassador Our Bureau
Mr K.S. Ramesh, Executive Director and CEO, Personal Care Division, CavinKare Pvt Ltd, and film actress and brand ambassador Asin at the launch of Fairever Natural in Chennai on Monday. — Bijoy Ghosh
Chennai , July 4 CAVINKARE Pvt Ltd has relaunched its fairness cream Fairever, as Natural Fairever with a blend of Kashmir saffron, new packaging and a brand ambassador - the South Indian film actress Asin. The CEO of CavinKare personal care division, Mr K.S. Ramesh, said that this is the first time that the company had opted for a brand ambassador. Fairever is the second largest brand in the company's portfolio behind Chik shampoo. The fairness cream market in India is estimated to be about Rs 800 crore. Fairever has a market share of about 8 per cent while Hindustan Lever's Fair and Lovely, with all its variants, has a market share of about 86 per cent. He said that Fairever is popular in Andhra Pradesh, Tamil Nadu, Karnataka and Maharashtra. In the South, Fairever has a market share of about 17.5 per cent, Mr Ramesh said. The product is available in packs ranging from Rs 5 for a 9 gm pack to Rs 70 for an 80 gm pack. Talking about the company's other brands, he said that the company plans to launch the egg variant of Chic. Mr Ramesh said that there would be more launches for Meera and Spinz in the pipeline. Also, the company would launch at least two new brands this year, though he declined to elaborate. CavinKare as a group registered a turnover of Rs 505 crore in FY 05 with the personal care division contributing about Rs 55 crore, Mr Ramesh said. The company's personal care brands registered a growth of 16 per cent last year, he said.
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