CavinKare enters home care segment

FMCG major CavinKare has chosen Tamil Nadu as the test market to introduce its new toilet cleaner, Tex.With this product, CavinKare, which already has a strong presence in personal care and food products, has forayed into the home care market.

During the launch press conference, K S Ramesh, chief executive officer, CavinKare, said that only nine per cent of the total population of the country uses branded toilet cleaners and that the penetration level is very low in this segment.

"We are test-marketing the product in Tamil Nadu and will roll out the product on a national level within six months," he added.

Tex, a liquid cleaner, is a deoderising and disinfecting agent. Priced competitively with other brands in the category, CavinKare has extended the sachet concept here also. Tex comes in 20ml sachets and in 100ml and 500ml bottles.

"To reach out to the rural masses, that often use injurious acids and phenols, we have made our product available in sachets at a wallet-friendly price," Ramesh said.

The product distribution of Tex will be done across 40,000 outlets in the state besides employing 150 hawkers for direct selling, he added.