CavinKare bets big on brand Indica

Homegrown personal care products company CavinKare, which replaced FMCG major Hindustan Lever as the top shampoo marketer, is once again increasing focus on its hair care portfolio.

Ramesh Vishwanathan, vice-president (marketing), CavinKare, said the company would expand its herbal hair colour brand Indica into other formats this year.

"Hair colours will be a focus area for the company and we will strengthen our presence in this segment. We will be expanding the brand into cream and powder colours," Vishwanathan said.

This year, the company will be introducing a larger range of colours in its hair colour portfolio under the Indica brand. Vishwanathan further said the company would launch more variants of Chik, its flagship shampoo brand, in specific categories like anti-dandruff shampoos.

The size of the overall shampoo market in India is pegged at Rs 1,800 crore, of which anti-dandruff shampoos constitute Rs 350 crore. "This is the fastest growing category within shampoos at present, growing at 40 per cent compared to the category growth of 18 per cent," said Vishwanathan.

Under herbal brand Nyle, CavinKare is considering introducing hair oils, a product the company retails internationally. The company already sells hair oils under the Meera brand, but that is largely in south India.

"After the brand relaunch last year, Nyle has been growing at 20 per cent," said Vishwanathan. Apart from shampoos, it was recently extended into the skincare category with the launch of a cold cream and winter lotion. The company is keen to position Nyle as a herbal hair and skin care brand.

The Rs 450 crore hair colour market in India is dominated by Godrej, which has a 40 per cent market share. International brands like L'oreal, Garnier and Wella too have a strong presence in the fashion hair colour market in the country. CavinKare's personal care business is estimated at Rs 385 crore while the company's food business is around Rs 44 crore.

HAIR APPARENT

The homegrown personal care products company, which edged out FMCG major Hindustan Lever as the top shampoo marketer, is increasing focus on its hair care portfolio

This year, the company will be rolling out more products in hair colour portfolio

The company is keen to position Nyle as a herbal hair and skin care brand