CASE 11

Silky Routes

CavinKare Ltd., an unlisted company from Chennai has joyous moments as it has become a distinct player in the shampoo market. What started in 1983 as Beauty Cosmetics with a meager investment by first generation entrepreneur, C. K. Ranganathan is now a 170 crore personal products player with a new face-CavinKare. To all those befuddled by the name, Cavin denotes beauty and fairness in literary Tamil. This firm has been steadily establishing itself in the FMCG segment, eating into the market shares of multinationals like HLL and P&G. In absolute volumes and market shares, CavinKare may not be comparable to the biggies but growth-wise it has been scoring. Just take the shampoo market. CavinKare’s shampoo business has grown ...

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