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The company field force found the reasons - the rural consumer had not heard of soaps damaging hair, and in any case, hair was being washed by soaps for generations by their predecessors. Interestingly, the rural consumer were aware that shampoos cleansed hair better, but was expensive at Rs 2 per sachet. That's when CavinKare began working on a shampoo for the rural consumer. The 50-paise Chik shampoo was conceptualised then, and has since been a runaway success in rural markets.
Strategy and impact
The main strategy of Cavin Kare is to strengthen the distribution and marketing. The company made its brand available to the customer through out the country...
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