Companies

CavinKare forays into men’s grooming segment

Our Bureau Chennai | Updated on September 21, 2021

Venkatesh Vijayaraghavan, CEO & Director - FMCG, CavinKare

Launches pure-play personal care brand under BIKER’S.

As part of its 2.0 growth strategy, the Chennai-based FMCG major CavinKare on Tuesday forayed into the men’s grooming segment. Launching its first pure-play men’s personal care brand - BIKER’S - the company will offer a slew of products catering to hair and body care needs, exclusively for urban male.

 

Kick-starting the launch, it had also unveiled the first range of products in the shampoo category that is set to hit the markets starting in Tamil Nadu.

Venkatesh Vijayaraghavan, CEO & Director - FMCG, CavinKare, told newspersons, this foray into the men’s grooming category, which is expected to cross $1.2 billion by 2024, marks a significant step in the CavinKare 2.0 growth strategy. The men’s grooming market is expected to grow at 2.5 X in the next five years, he said.

There is an increased interest among urban male consumers for personal grooming products. “We spent nearly 2 years in R&D to develop an entire product line specifically curated to match the needs of urban male consumers,” he said.

The newly launched BIKER’S brand comprises products like 2-in-1 shampoo-conditioners, beard oil, beard cream and shower gel to satiate the needs of urban male. BIKER’S shampoo will be available in three variants – helmet damage repair - claimed to be first for helmet wearers, anti-dandruff and strong & bouncy.

The SKUs are available in 75 ml; 180 ml; 340 ml & sachets. The SKUs are priced starting from ₹80 to ₹415 while the sachets are priced at ₹2. The bottle is designed like a bike handlebar to resonate with the target consumer. The product will be available across retail outlets, kirana stores and select e-commerce sites, he said.

On the helmet damage shampoo, Vijayaraghavan said it helps in damage repair; reduces odour and itch and is anti-hair fall. It has the goodness of ‘moringa and aloe vera,’ he added.

The company will soon introduce shower gels; body wash and beard styling oils, he said.

Published on September 21, 2021

Follow us on Telegram, Facebook, Twitter, Instagram, YouTube and Linkedin. You can also download our Android App or IOS App.

This article is closed for comments.
Please Email the Editor

You May Also Like