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.
CavinKare Private Limited (A): Challenges of Sustaining Growth and Expanding Business
- Publisher:Indian Institute of Management, Ahmedabad
- Publication year:2007
- Online pub date:
- Discipline: Brand Management & Strategy, Consumer Behavior, Corporate Strategy
- Contains:Teaching Notes
- Length:4,491 words
Region:Southern AsiaCountry:IndiaOrganization:CavinKare Private LimitedOrganization Size:Originally Published In:2007). CavinKare Private Limited (A): Challenges of sustaining growth and expanding business. MAR0385(A). Indian Institute of Management, Ahmedabad.(Type:Online ISBN:9781526441362Copyright: Certain material used with permission of Indian Institute of Management, Ahmedabad. © 2007. All rights reserved.