CavinKare food division enters western region

CavinKare, the Rs 500 crore fast moving consumer goods (FMCG) manufacturer has launched its food products range in western India.

The company's one and a half year old food division is all set to introduce its culinary, health and fun foods in Maharashtra, Gujarat and Madhya Pradesh.

Satish Mane, chief executive officer, foods division said: "CavinKare's food division will offer brands that will cater to the local taste prompting consumers to switch from unbranded products to branded ones such as ours." CavinKare's range will include Chinni's pickles and masalas, Health Plus dates and Freshwala mouth fresheners.

CavinKare intends to replicate the sachet success in its personal care products to the foods segment as well. This means that consumers can avail of its range of 12 masalas in a single-use sachets priced between Re 1 and Rs 3. Similarly pickles will also be available in such sachets.

According to Mane, sachets are being introduced in the C, D and E towns where the use of unbranded masalas and pickles was more popular. The aim is to provide consumers with low one-time outlay product. The company will use the dealer and the hawker channel for the distribution of products.

The company also forays for the first time in the health food segment and dates would be its first offering. Called Health Plus dates, the company has roped in cricketer Irfan Pathan to be a brand ambassador for its health food segment.

Mane said Rs 100 crore date market is largely an unbranded one with only Lions Dates in the south being an exception.

This is the second launch for the company after the south foray, where the company now commands 60 per cent market share in pickles and masalas.

The company had acquired the South Indian food brand Ruchi for Rs 15.5 crore in 2003. After the western launch, the company will launch its food range in the northern and eastern division.