Chennai, India based CK Ranganathan and the company he founded, Cavin Kare, became noticed first with the success of Chik shampoo in single-use sachets that cost half a rupee. Even today most shampoo sales in India are units sold at about 2 cents a piece.
As this feature story, shows Cavin Kare is a story of ongoing nimbleness, entrepreneurial vigor and the ability to learn from mistakes, quickly. Ranganathan talks about using bicycle-based distributors, about outsourcing virtually all his production in the beginning and more. There are no money problems, only idea problems, he says.
What this means to Foreign companies
Success in India can give new meaning to the term “think out of the box.” Indigenous companies such as Cavin Kare, Marico, Nirma are success stories in the CPG/FMCGÂ business in India. But foreign companies such as Amway, L’Oreal and Avon have succeeded by other ways to think out of the box.
How we can help
Copying your China business is likely to fail in India and you can’t duplicate Cavin or Amway either. India demands a unique solution for many CPG companies. The experts at Amritt’s consumer practice can help you find how to develop the unique and phased path to success.
