- Teaching Notes
- Supplementary Resources
In the two decades since its inception, CavinKare had built a reputation for rewriting the rules of the game. CavinKare’s Chik brand of shampoo was a leader in rural markets and had emerged as the second largest selling shampoo brand in India. Its keen understanding of consumers, focus on innovation and developing affordable products, low cost of operations, and wide distribution access were some of the factors that contributed to CavinKare's success. In 2004, the company was planning on introducing its soap and detergent products. However, a sudden change in market conditions due to a price war between two giants: Hindustan Unilever Limited (HUL) and Procter & Gamble (P&G) lead to doubt as to whether the new products should be released. The new market scenario ...