CHENNAI: FMCG major CavinKare aims at increasing its market penetration in the hair care segment in the southern part of the country, by experimenting with digital distribution channels and bringing out products appealing to younger segments of the population. The company currently has around a 12% share in the country’s estimated Rs 12,000 crore hair care segment, according to a senior executive. It predominantly operates in the south, accounting for 30% of the country’s market. CavinKare, while being a market leader in Andhra Pradesh, lags in markets like Tamil Nadu and has little presence in states like Kerala. Speaking at the launch of a new product- Meera Rice Kanji Shampoo, Rajat Nanda, business head of personal care at CavinKare, said the company aims at increasing its sales in the southern market by strengthening e-commerce and quick commerce distributions along with traditional channels. CavinKare wants to attract more younger consumers to its fold as well. Explaining their new product, Nanda said, “While ingredients like rice water have gained global popularity through Korean beauty rituals, India has always had its powerful counterpart—Rice Kanji. Meera Rice Kanji Shampoo translates traditional rituals designed for modern customers, whether it is Gen Z rediscovering heritage or modern women seeking nature-led choices,” he said. “With this, we are aiming at expanding Meera’s footprint across key urban and rural markets, increase our share in the shampoo segment, and continue our momentum as one of the fastest-growing hair care brands in the country,” he added.
