CAVINKARE:BUILDINGHUMANCAPITALFORPERFORMANCE

EXCELLENCE

MANI BHUSHAN
PGDM – 3
UID NO-
 Case Summary:

• Cavin Kare Private Limited , a FMCG company was founded by Chinni Krishnan Ranganathan in
1998.
• In 10th June , 2017 they had completed a business performance review which indicated that Cavin
Kare’s human capital interventions has to be change for the rapid growth of the organization.
• For changing the character of the organization and creating a strong growth and performance
Ranganathan undertook a series of human capital interventions for revive the organization.
• He aimed at aligning performance goals at different level to the larger organizational strategy ,
bringing in the right people providing them the accessibility of sources to succeed and give them right
incentives for performance appraisal.
• In the case study it is mention about the new systems and processes which were used for employee
selection, performance expectations, training and development, compensation and rewards.
• The changes enhanced Cavin Kare’s growth and the company registered a double digit growth instead
of 4-5% which is industry average.
Company - CavinKare
• Cavin Kare Private Limited is a non-govt company incorporated on 22 Mar, 1990.
• It is a private unlisted Fast- moving consumer goods( FMCG) company.
• They are majorly in manufacturing business from last 32 years.
• Cavin Kare has headquarter in Chennai, Tamil Nadu, India.
• Employee strength is 2099.
Participants:
• Articles
• Chinni Krishnan Ranganathan
• B. P. Ravindran
• Meenakshi Narayanan
• Gayatri Kabilan
• K. Rahul
Hot Points:
• Dwindling Revenue growth
• Bottom – line erosion
• Plateaued
• Grudgingly
• Cultural fabric
• Ills plaguing
Problems 1:
Lack of Collaboration: As Cavin Kare emerged the functional groups became larger
and the specialist functional orientation became more supreme at the expense of the business urge.
Employees only focus to their respective departments rather then giving priorities to organizational goal.
Due to lack of communication and collaboration employees often blame each other.

Solution: As a solution of this collaboration problem Ranganathan define structural workflow

and create cross functional teams among different functions. For that purpose he require a brand manager
who will be highly skilled in liaising with different functions and who will oversee all the process and
ensure effective lateral co ordination .
Problems 2:
Try to identify the details of various other competitors in that segment and elaborate upon the positioning
strategy of the company of the company

Solution – Cavin kare Pvt Ltd had succeeded in carving out a very prominent share of the fast
moving consumers goods market.
Problem 3

• Low penetration level of shampoo in rural market in comparison with other beauty products
It is not a problem only for Cavin kare but also for other company

• Lower level of literacy – the literacy rate is low in rural areas as compared to urban areas. This leads to problem of
communication for promotion purposes.

• Prevalence of spurious brands and seasonal demand- for any branded products there are a multitude of local variants which
are cheaper, and therefore more desirable to villagers
THANK YOU