- Plans to log in Rs.10-crore of business in the current fiscal end
- In Tamilnadu, targets the top three spots of the estimated Rs.90 crore branded ghee market with a 20% market share by 2012 fiscal end
The 1000-crore diversified CavinKare Group with a flagship presence in FMCG industry with a strong focus on personal and beauty products has now made a foray into a branded Ghee segment with the launch of its ghee brand “Cavin’s Pure Ghee”. Targeted at the masses, the new product is positioned as Pure Cow Ghee in the over-crowded category which is dominated by the organised and unorganised players.
To tap the massive branded ghee market in South India, CavinKare has launched products in three packages – pet, standee pouch and sachet. In a high value category that is widely prone to adulteration, CavinKare with its strong lineage milk, aims to provide Ghee that is pure and natural made using fresh and wholesome cream from pure, high quality Cavin’s milk produced at their own dairy plants. The product has been developed by adopting the special multi-phase clarification cum Granulation process standardised at Cavinkare’s own R&D centre to develop the product characterised by a unique combination of purity, taste, granulation and the golden yellow colour that is symptomatic of cow ghee.
Speaking on the occasion, Mr. CK Ranganathan, MD, CavinKare Pvt. Ltd. said, “CavinKare's foray into the branded ghee market is a natural extension of its dairy portfolio and is yet another step towards consolidating its position as a major company in dairy segment. The new product has mass appeal and is not just restricted to upper income consumers. Keeping in mind the regional preference, we have plans to expand into Kerala and Karnataka markets shortly.''
'Our aim is to offer consumers a wider and complete range of dairy products. The ghee market in India is very large and has been showing moderate growth rates. CavinKare expects to be a major player in this segment,'' adds Mr. Ranganathan.
The new product is available in Pet - 500ml & 200ml, Standee Pouch – 200ml & 100ml and 25ml sachet and the price ranges from Rs.185 to Rs.80, Rs.75, Rs.39 and Rs.10 respectively. The company also plans to launch one litre Pet very soon.
To announce the launch of the new product, CavinKare is in the process of rolling out an aggressive print campaign across the Tamilnadu market. ''Arimugam Cavins thooya nei'' reads the headline of one of the press advertisements. In a bid to reach out to a wider audience, the company has plans to launch a high-voltage television campaign
