CavinKare has launched its food products range in Western India. After its success in South Indian markets, CavinKare's Food Division is now all set to storm western India with its culinary, health and fun food, which include Chinni's Pickles and Masalas, Health Plus Dates and Freshwala mouth fresheners. It has roped in cricketer Irfan Pathan to endorse Health Plus Dates.
The products are presently being launched in all major towns in Maharashtra, Gujarat and Madhya Pradesh, and will soon be available in all local stores and supermarkets.
CavinKare, the Rs 500-crore group with FMCG brands such as
Chik, Nyle and Meera Shampoos, Meera Hair oil, Fairever Fairness Cream and
Spinz Talc, diversified into the Foods Business in September 2003 with the
launch of Chinni's Pickles in Tamil Nadu. The company's entry into food was
marked by the Rs 155 million acquisition of the popular South Indian food
brand - Ruchi.
Making the announcement, Satish Mane, CEO, Food Division CavinKare, said, "For the last two decades CavinKare has captured the Indian market with a range of high quality beauty products that are backed by modern
research and development, a strong distribution network and above all a
selection of the safest ingredients for products. With the Foods Division
too the aim is to offer traditional taste with the safest ingredients
packaged to suit the modern consumer. With its entry into foods CavinKare
would like to redefine the market with single-serve consumer friendly unit
pack and relevant products to appeal to local taste."