Cavinkare is on a launching and relaunching spree. The latest addition to the Cavinkare offering is Meera Herbal Oil in the value-added herbal oil category. It contains coconut oil enriched with Hibiscus, Amla, Henna, Bhringraj and Fenugreek. To add difference to the product amidst competition, a porous cylinder containing the actual herbs is immersed in coconut oil, which has already been pretreated with herbs. This is done to nourish the oil consistently through the pores of the cylinder. The product is formulated to provide nourishment for hair roots and add sheen to the texture of hair.
Speaking on the launch, KS Ramesh, Executive Director and CEO, Personal Care SBU, said, “ We are on the verge of a significant milestone in the history of Cavinkare as we enter the value-added hair oil category. The launch of Meera herbal 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.”
The oil industry is about Rs 1,800 crore in value, of which value-added oil constitutes 50%. The value-added coconut oil segment commands a price premium over pure coconut oil for the herbal additions. Meera Herbal Oil will be launched first in South and will go national within a month. It is priced at Rs 30 for 100 ml and Rs 58 for 200ml.
In the personal care segment Cavinkare markets Meera, Chik, Indica, Spinz, Fairever, and Nyle brands.