The case discusses the evolution of CavinKare as a key player in the fast moving consumer goods (FMCG) market in India. CavinKare’s Chik brand of shampoo in particular 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.
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