Financial Daily from THE HINDU group of publications
Thursday, Sep 05, 2002
Financial Daily from THE HINDU group of publications Thursday, Sep 05, 2002 |
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Catalyst
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Rural Marketing Marketing - Strategy An idea is born Ratna Bhushan
FOR all the management jargon associated with it, CRM has had grassroots beginnings. Here's a classic example which illustrates this perfectly: CavinKare's Chik shampoo in 50-paise sachets - a huge success which redefined shampoo usage and forced giants such as HLL and P&G to follow suit - saw the idea germinate from the grassroots. Literally. Several years ago, CavinKare found that many rural consumers were using bathing soap for washing their hair. The company field force found the reasons - the rural consumer had not heard of soaps damaging hair, and in any case, hair was being washed by soaps for generations by their predecessors. Interestingly, the rural consumer were aware that shampoos cleansed hair better, but was expensive at Rs 2 per sachet. That's when CavinKare began working on a shampoo for the rural consumer. The 50-paise Chik shampoo was conceptualised then, and has since been a runaway success in rural markets.
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