CavinKare enters confectionery biz with nano candy

CavinKare has recently entered the confectionery market with the launch of its liquid candy, Funfills, in West Bengal and Tamil Nadu.

Sanjay Sachdeva, Business Head, Foods & Snacks, CavinKare says the candy has been launched under CavinKare’s Chinni portfolio of brands, and is available in six different fruit flavours -- green mango, sweet mango, lime, grape, orange and strawberry. The company’s food portfolio currently includes snacks under the Garden brand which the company acquired a few years ago, and a range of pickles and vermicelli under the Chinni brand.

Funfills is the first confectionery product, and costs one rupee to the consumer.  The company will launch the product nationwide towards the end of this year after seeing the response in Tamil Nadu and West Bengal.

The company will start sending samples to various schools and commence the ad campaign for the product within two weeks, once the distribution is in place.

According to Sachdeva the confectionery market is worth Rs 3,000 crore and is growing at the rate of 10%.  C.K. Ranganathan, Chairman and Managing Director, CavinKare has set his sights on a 10% share in this  market in the first year.

The big confectionery players include market leaders such as Perfetti Van Melle and Parle. CavinKare currently has a presence in largely in personal care products such as shampoos, deodorants and creams, food product like CavinKare pickles, fruit-based beverages, milk and dairy, and homecare brands such as cleaning agents Tex and Topp Mopp.