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Cavinkare Private Limited: Serving Low Income Consumers

Listed author(s):
  • Anand Kumar Jaiswal


    (Indian Institute of Management, Vastrapur, Ahmedabad — 380 015, India)

  • Pingali Venugopal

    (Xavier Labour Relations Institute (XLRI), Jamshedpur, India)

This case deals with the strategies adopted by CavinKare Private Limited to serve the low income consumers in India. Chik brand of CavinKare established its leadership in rural markets and emerged as the second largest selling shampoo brand. The factors contributing to the success of CavinKare were (a) keen understanding of rural markets, (b) focus on innovation, (c) development of affordable products, (d) low cost operations, and (e) extensive distribution and access. The study of CavinKare highlights the business strategies organizations can use for the successful exploitation of opportunities present in the low income markets.

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Article provided by World Scientific Publishing Co. Pte. Ltd. in its journal Asian Case Research Journal.

Volume (Year): 12 (2008)
Issue (Month): 01 ()
Pages: 1-28

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Handle: RePEc:wsi:acrjxx:v:12:y:2008:i:01:p:1-28
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