Cavin Kare

Krunal Dhiraj Nikhil

Introduction
In 1983 with a single product, CavinKare started out as a small partnership firm Chik India by Mr. C.K. Ranganathan Chik India, which was renamed as Beauty Cosmetics in 1990 In 1998 the Company was renamed as CavinKare Pvt. Ltd (CKPL) The reason behind the name is, Cavin means beauty in Tamil and care is spelt as Kare

Introduction
The name is also a special one as it denotes the initials C and K of Mr. Ranganathan The company offers quality Personal care (hair care, skin care, home care) and Food products The Company has employee strength of 576, an all India network of 1300 Stockists catering to about 25 lakh outlets nationally

Hair care

Ethnic care

Skin care
Fairever

Food industry

Dairy industry

Home care

Beverages
Maa Fruit Juice Cavins Flavored Milk

Chik Shampoo Meera Hair Wash Powder

Ruchi Pickles Standardized Topp Mopp Milk Chinni's Pickles Chinni's Vermicelli Toned Milk Tex

Nyle Herbal Shampoo

Karthika Hair Hi 5 Wash Deodorant Powder Spinz Talc

Meera Badam Shampoo

Full Cream Milk

Indica Hair Colorant

Spinz Deodorant Nyle Cold Cream & Lotion

Ruchi Gulab Double Jamun Mix toned Milk Fun Fills Candy Garden snacks Diet Milk

Meera Coconut Oil

Indica 10 Minutes

Cavin's Curd

Ragga Professional

SHAMPOO SEGMENT

Competitive Analysis
Major Competitors :
HUL P&G Dabur Himalaya health care Colgate-Palmolive

Overall Shampoo Market

HUL (Clinic Plus, Sunsilk, Clinic All Clear, Lux and Ayush) Cavin Kare (Chik and Nyle) P&G (Pantene, Rejoice, Head and Shoulders)
Others 16% P&G 15% Cavin Kare 19%

Sales
HUL 50%

Market Share
Chik shampoo with a 21.4 per cent share is the second largest selling shampoo in the Rs 1,200-crore (Rs 12 billion) shampoo market Nyle has a 4.6 per cent share It has a 9 per cent share in the Rs 750-crore (Rs 7.50 billion) fairness cream market with the Fairever brand

Meera hair wash and Nyle moisturizing lotion have national shares of 23.4 per cent and 4.2 per cent, respectively
But they are the largest brand in rural Uttar Pradesh, Andhra Pradesh, etc.

Important Facts
The company has six major brands - Fairever, Chik, Nyle, Meera, Indica and Spinz While its shampoo brands (Chik and Nyle) contribute 50 per cent to the company's turnover The Fairever cream contributes 30 per cent The balance is from Spinz (deodorant, perfume) Indica hair dye and other products.

Major problems
Non profitable products Stiff competition in personal care and hair care Still untapped the opportunities in Personal and hair care

Strategies to overcome
Investments in R&D to assess the possibility and costs associated in developing men grooming products range(expected 20% growth) that would also includes face wash and moisturizer.
Increase the frequency and innovation in advertisements

The hair oil market is dominated by coconut hair oil with a 72% market share and Cavin Kare doesnt own any coconut oil brand so Meera coconut hair oil can be introduced.

 In the last 2 3 yrs, the market share has come down though it is growing. It is mainly due to the anti dandruff shampoos in the market which from 0% has taken over 25% of the market..

CavinKare doesnt have an anti dandruff shampoo yet.

In skin care Nyle moisturizer can be introduced as 15% growth potential is there in market. Introduce floor cleaner in home care Remove spinz as only 1% growth opportunities for it

DAIRY INDUSTRY

Dairy Industry
Modern trade contributes to 97 per cent of the UHT market
Amul dominates the Rs 385 crore UHT milk market in

India with 34 per cent market share . Nestle with 24 per cent market share . Britannia 15 per cent market share .

Cavin kare dairy products

Cavin curd

Pouch comes in 200ml, 500ml. Cup comes in 125ml and 200 ml

Milk

Standardized milk 200ml, 500ml, 1 ltr Toned milk 200ml,250ml,500ml,1ltr. Full cream milk 500 ml, 1ltr Double toned milk 250ml, 500ml.

Product features
Cavin's Pure+ -, which can last for 120 days without using refrigerator. Cavin's Pure+ gives 0% Bacteria , 100% Pure long shelf life of 120 days at room temperature in unopened packs Pure milk is then aseptically packed in special NEWGEN multilayer pack available in four variants standardised, toned, double toned and diet.

 CavinKare has launched Cavin's Pure+ range of Ultra High Temperature (UHT) milk in pouches to target an untapped segment.
Cavin's Pure+ gives consumers having a, without the premium pricing associated with UHT milk. It also gives the company the advantage of market reach not available to pasteurised branded milk The long shelf life of the packs at room temperature gives the buyer and CavinKare a key advantage Dairy business contributes to 20 per cent to total revenue of the Rs 1,070-crore company

FOOD SEGMENT

FOOD INDUSTRY
Industry is estimated to be nearly worth 75,000 cr growing at CAGR 17% Food services in India is expected to reach Rs 1370 billion cr by 2015 Key players - Dabur India, Godrej Indutries, HUL, Britannia Ind ltd, ITC ltd, Nestle SA, Pepsico Inc , Cadbury Schweppes PLC, Future group, RPG Enterprise and Godrej Agrovet Ltd.

Ruchi Pickles
No. 1 pickle brand in South India 18 mouth-watering flavors Conveniently packaged in 300g bottles, 200g and 100g standee pouches

CHINNI'S PICKLES
Introduced single serve packs with a price point per unit of 50p The ad campaign in 2010, featuring the most popular regional celebrity Ms.Sneha, takes the communication to the next level

Chinni's Vermicelli
Recent additions to the Chinnis food family One of the fastest growing products Convenient option for customers in their daily cooking preparations

CHINNIS Crunch'O Peanut candy

Deliciously crunchy it is the perfect snack for those who have a sweet tooth Just Re.1

Ruchi Gulabjamuns
One of the highest selling brands in its category available in the market today No festival celebrations in Tamilnadu can ever be complete without Ruchis delicious gulab jamuns

Ruchi Asafoetida
Comes in five different types of Asafoetida Exported worldwide

Meera Pure Coconut Oil

Packaged in attractive sachets and bottles Available in convenient sizes of 80ml, 100 ml, 210 ml, 500 ml priced competitively

Chinnis FUNFILLS
LIQUID CANDY A positioning that is the first ever in the history of the Indian Confectionary industry. Available in exciting variants- strawberry, lime, green mango, sweet mango, orange and grape.

Snacks
Garden namkeens was acquired by Cavinkare Pvt Ltd in August 2009 In traditional namkeens, Garden is one of the first to sell the branded products

Major Problem in food segment

Dealing only in culinary products No or less Variants in its products Competition In RTE

Strategies to overcome
Introduce new variants in Ruchi , Chinni and candies as already R&D is in strong position variants can be introduced in low investment Can introduce different range of RTE and can charge premium in that segment but it will take huge investment in R&D Can remove Pickle as it does not have much growth potential