CavinKare's foray into soaps

By Our Special Correspondent

CHENNAI, JAN. 13. CavinKare, the city-based manufacturer of personal products, is taking a serious look at soaps to cash in on huge growth opportunities in that segment.

The company has already test-marketed its Chic brand of soaps in Andhra Pradesh. ``We have put the product back on drawing board to come out with an improvised version in the light of lessons learnt while test-marketing it,'' says Mr. B. Nandakumar, President (Marketing & Sales) of the company.

Chic brand of soaps are expected to be formally launched in the marketplace within the next couple of months, according to Mr. C. K. Ranganathan, Managing Director of the company.

Chic soap could be positioned as a `sub popular' brand, akin to `Breeze' soap from Hindustan Lever. ``For us to grow aggressively, we need large categories,'' explains Mr. Ranganathan, justifying CavinKare's foray into the nearly Rs. 5,000-crore soap segment.

Mr. Nandakumar says it will not be long before CavinKare improves product portfolio in the soap category. To a query, Mr. Ranganathan has asserted that CavinKare will have to enter `larger categories' like soaps and home care to move into high growth orbit.

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Section  : Business
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