CavinKare to launch 6th national brand

CavinKare Pvt Ltd, the Chennai-based fast moving consumer goods company, is gearing up to take its local brand, Meera, national.

It will use the launch of a herbal hair oil under the brand for this purpose. The product has already been launched in Chennai last week and will be taken across the country in the coming six weeks. CavinKare will be spending nearly Rs 10 crore on advertising to promote the brand across TV, print and radio media.

Meera, one of the oldest brands from the CavinKare stable, will become its sixth national brand after Chik, Nyle, Fairever, Indica and Spinz.

The hair oil market in the country today is worth Rs 1,800 crore. Of this, it is targetting a 15 per cent market share in the Rs 200 crore premium value-added hair oils (VAH) segment.

"We are on the verge of a significant milestone in the history of CavinKare as we enter the value-added hair oils category (VAH). The launch of Meera herbal hair oil is an opportunity for CavinKare to change the rules of the game and rewrite the category perspective. Meera herbal hair oil is a genuine innovation in a market starved of innovation," said K S Ramesh, executive director and chief executive officer (CEO), personal care division, CavinKare.

The innovation comes from the unique bottle which contains coconut oil pre-treated with herbs, within the bottle is a porous cylinder containing hibiscus, amla, henna, bhringaraj and fenugreek.