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Case: Chic Shampoo- Rural Revolution

Case: Chic Shampoo- Rural Revolution

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Published by Dr Amit Rangnekar
Rural Branding & Marketing
Rural Branding & Marketing

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Published by: Dr Amit Rangnekar on Mar 18, 2008
Copyright:Attribution Non-commercial

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06/26/2013

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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 behaviourTo provide a backdrop of the IndianShampoo Market in the rural contextTo 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 FMCGsBorn 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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