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Chic- Shampoo Sachet
Dr Amit RangnekarDec 2007
Dr Amit Rangnekaramitrangnekar@gmail.com
Case Objectives
•To understand Indian rural dynamics andIndian rural consumer behaviour•To provide a backdrop of the IndianShampoo Market in the rural context•To highlight the successful strategies thatChik Shampoo employed in the rural market
Dr Amit Rangnekaramitrangnekar@gmail.com
The concept of sachets
•
C K Ranganathan
, CMD, CavinKare, has shown theworld it is possible to beat MNCs even in FMCGs•Born in Cuddalore in TN, started a business with Rs15,000, now worth Rs 500 crore (Rs 5 billion)•“
My father introduced the sachet concept as he feltliquid can be packed well in sachets. When talcum powder was sold in tin containers, he sold it in20/50/100 gm packs. When Epsom salt came in 100 gm packs, he sold it in 5 gm sachets ”
•“Whatever I make, I want the coolies and rickshawpullers to use. I want to make my productsaffordable to them, he used to say”•“
Sachets are going to be the product of the future,he said. But my father was a great innovator, but a poor marketer
”
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