Jaiswal, Anand Kumar; Venugopal, Pingali - In: Asian Case Research Journal (ACRJ) 12 (2008) 01, pp. 1-28
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...