CavinKare launches fairness cream

CavinKare, a leading FMCG company has launch ed 'Natural Fairever' fairness cream. With an all-new product blend and new packaging and, the company plans to spend around Rs 12 crore to market the cream this year.

The company has roped in south Indian film actress Asin to be its brand ambassador. Fairever, which has an 8 per cent market share in the Rs 800 crore fairness cream market is hoping to that the new product launch will help it increase sales. The market leader is 'Fair and Lovely' which has a dominant market share of around 88 per cent.

CavinKare is aiming to also strengthen its presence in those regions where its distribution is not very entrenched. At present, it is available in 8 lakh outlets.

In south India, Fairever's market share is more than double of its national average at 17.5 per cent. Its main markets are Andhra Pradesh, Tamil Nadu, Maharashtra and Karnataka.

Commenting on new product launches from the CavinKare stable for this year in the FMCG category, K S Ramesh, CEO, personal care division, said, "There will be more launches of variants from Meera and Spinz and we will also be introducing two new brands."

The new 'Naturals Fairever' cream has a blend of Kashmir Saffron to reduce the skin's melanin content, milk and fruit vitalisers and triple sunscreens. The product is available for Rs 5 for a nine gram pack, Rs 28 for a 25 gram pack, Rs 50 for a 50 gram pack and Rs 70 for a 80 gram pack.

Naturals Fairever is targeted at SEC B and C, middle class young girls in their early 20s who are in college or have just started working.