The Hindu Business Line : CavinKare launches Tex toilet cleaner in North

MR C.K. RANGANATHAN, Chairman and Managing Director, CavinKare (left), with Mr Ramesh Vishwanathan, Vice-President, Marketing, at the launch of toilet cleaner Tex in the Capital on Thursday. — Ramesh Sharma

New Delhi , Oct. 5

CavinKare today announced its entry into the home-care hygiene segment in the northern region with the launch of its toilet cleaner — Tex.

Although the Rs 100-crore toilet cleaner market has been growing by 31 per cent per annum, liquid cleaners, which account for 97 per cent of the market, have been climbing at 25 per cent annually. But, says Mr C.K. Ranganathan, Chairman and Managing Director, Cavinkare, the segment is largely untapped as only 20 per cent of those with access to toilets use branded cleaners. The segment has the potential of becoming a Rs 300-crore market.

To tap the rural and semi-urban market, CavinKare has introduced the product in single use sachets. According to Mr Ramesh Vishwanathan, Vice-President of Marketing, the sales from sachets are expected to account for 30 per cent of the company's total sales.

The product will be available at an introductory price of Rs 38 for a 500 ml bottle, Rs 10 for a bottle of 100 ml and for the first time in single use packets of Rs 2.

The product was test-launched in Tamil Nadu in November 2005, and, according to the company, Tex has already acquired 10.5 per cent of the State's market share in the three months from November 2005 to January 2006, said Mr Vishwanathan.

With an advertising budget of around Rs 7-8 crore, the product will be first introduced in the four southern States and Delhi, Punjab, Gujarat, Maharashtra and Bengal. Phase two will cover Uttar Pradesh, Bihar and others.

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