CavinKare forays into ghee segment

The Rs 1,000-crore diversified CavinKare group on Monday made its foray into branded ghee segment with the launch of its ghee brand Cavin’s Pure Ghee. CavinKare has launched the product in three packages – pet, standee pouch and sachet.

CK Ranganathan, managing director, 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 in the 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.''

In Tamil Nadu, the company aims to be in the top three spots of the estimated Rs 90 crore branded ghee market with a 20 per cent market share by 2012 fiscal, he said.

The new product is available in Pet - 500ml and 200ml, standee pouch – 200ml and 100ml and 25ml sachet, with prices at Rs 185 and Rs 80, Rs 75 and Rs 39 and Rs 10, respectively. The company also plans to launch one litre pet soon. The company has set a target of Rs 10 crore business by the current fiscal-end.