| "We will be able to further enhance our market share as we now have a product which is far superior to both our earlier product and the products available in the market. The new product has a unique blend of fruit vitalisers extracted from fruits and has new packaging," said Ramesh Viswanathan, vice-president (sales) of Cavinkare. |
| The company is planning a slew of commercials and roadshows to promote the product in south India where it has been re-launched. It plans to roll out the product nationally by January 2005. |
| Fairever competes in the Rs 700-crore fairness market which is dominated by Fair and Lovely with a 80 per cent market share. In south India, the fairness cream has a near 20 per cent marketshare in most states. |
| "Our new product is based on market research conducted among 1200 consumers by TNS Mode. The new improved Fairever couples all the insights that have been borne from our research," added Viswanathan. |
| Cavinkare is planning a major marketing drive to market the new Fairever in other regions like the North and West after it is launched nationally. "The total fairness cream market is growing at 10 per cent annually. We need to grow markets other than the south as we also doing well in some of the states in other regions," Viswanathan said. |
| Currently, Fairever accounts for Rs 50 crore of Cavinkare's total business which was Rs 296 crore last fiscal. Other than the regular fairness cream brand Fairever, Cavinkare also markets an ayurvedic variant of the cream under the brand 'Fairever Mantra' which is 15 per cent of its total fairness cream segment. |
| The company markets hair, skin and personal care products and also has a division that markets food products. |
| Its brands include Meera, Chik, Indica, Spinz, Nyle, Chinnis and Ruchi. |
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