Jaiswal, Anand Kumar; Venugopal, Pingali - In: Asian Case Research Journal (ACRJ) 12 (2008) 01, pp. 1-28
. 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 were (a) keen understanding of rural markets, (b) focus on innovation …