Free Essay: Case Study | CavinKare Private limited: Serving Low Income Consumers | | Submitted to: Dr. Rohit Singh (Module Leader). I was so impressed by this book specially with the case study of CavinKare which I would like to share with you guys today.(Basicall Iwant to. To download CavinKare – The Small ‘Big’ Company case study (Case Code: MKTA) click on the button below, and select the case from the list of available .

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He targeted rural and small town customers who used soaps to wash their hair.

CavinKare – The Small ‘Big’ Company

Ranga who has a background in chemistry got involved with his team for reformulation and finally managed to bring out 50 paise shampoo sachet. My father, Chinni Krishnan, an agriculturist, was also into pharmaceutical business. When talcum powder was sold only in tin containers, he was the one who sold it in gm, 50 gm and 20 gm packs.

He had a very good relationships with his suppliers despite of the fact that finances were tight for him and a pressure of paying suppliers on time. To establish his marketing network he decided to invite vavinkare with no marketing experience in FMCG products as being cavinare to FMCG they would be working on his norms and more than experience the passion was required in this field. Despite of steady progress Velvette was still ruling the shampoo market. Wishing you all A Very Happy Dussehra!

CK, my father’s initials. I feel each of us has to give something back to the society. Case Studies in Marketing – Vol.


Range caginkare ready to go national-the result: Please enter an answer in digits: In an interview with rediff. It took nine years for me to overtake my brothers’ business. The second reason of our success is innovation. Infact Chinni pickles is the largest selling sachet pickle in the whole India.

Unlike others, this company pays income tax!

Yet I was confident of achieving success. For delivery in electronic format: To begin with he rented a house-cum-office for Rs per month and etudy factory space for Rs per month and a shampoo-packing machine for Rs The founder of CavinKare, Mr.

As I was in the manufacturing unit, I did not know anything about marketing or finance. This was followed by Indica hair dye.

The inspiring success story of CavinKare

Ranga saw cacinkare enterprises selling single use packet pickle which was packed in unhygienic polythene packs with high level of microbial contamination. C K Ranganathan, chairman and managing director of CavinKare. He named his shampoo as Chik after his father-Chinni Krishan. The 11 companies which are covered in this book: Porus Munshi is a partner consultant favinkare Erehwon Innovation Consulting, a company dedicated to fuelling innovation in India.

I knew only two things; making shampoo and rearing pets. On average a good perfume bottle costs Rs This case study was compiled from published sources, and is intended to be used as a basis for class caviniare.

We have executed innovative ideas as well. Leave a comment Cancel reply Your email address will not be published.

Learn how your comment data is processed. I was the odd one out. In NovemberC. But that was not enough for Mr. He started Chik India as a small partnership firm. It is not intended to illustrate either effective or ineffective handling of a management situation. This worked wonders in rural Tamil Nadu and Andhra Pradesh. But still he managed to win confidence of xtudy suppliers.


He had started a small-scale pharmaceutical packaging unit and gone on to manufacture pharmaceutical products and cosmetics.

Cavinkare private limited case study

It is mainly because of the anti-dandruff shampoos in the market. Finally a pickle packing machine was developed along with a process that could deliver zero microbial infestation and Chinni pickle got introduced into the market. This pack worked great initially but took a back step later reason being customers wanted a perfume whose fragrance would last a day long and not just for few hours. Beginning was very challenging and it took him three years to get his first bank loan of Rs25, which he later upgraded slowly to Rs 15 lakh.

Ranga decided to explore market for fairness creamswhere he found that it was one of high margin business and dominated by one giant leader Fair and Lovely. Pioneers of sachet packing and mass marketing in rural areas, CavinKare, had grown from a Rs. By a deeper study he found out that each state in India seemed to use natural products that were unique to it. Teamwork is the main reason for our success.