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CHIK SHAMPOO
Just a mention of Chik Shampoo today gives rise to varied perceptions. To the rural and semi urban population of India, it is the preferred daily shampoo. To the market and its players, the second largest selling shampoo in the country. To the competition, a case study in competitive strategy. And to us, our raison de etre. |
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In a highly competitive FMCG category that seemed impenetrable to most marketers, Chik Shampoo identified a humongous opportunity in rural and semi urban India and created waves with its entry into these markets. Combining innovative sachet packing, strategic pricing (at Re.1 and 50p) and a strong and motivated distribution network, Chik Shampoo transformed the very nature of shampoo packaging and usage.
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THE CHIK PROMISE |
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With a tropical climate round the year, it is indeed a difficult task to maintain hair softness and shine. Added to this, tangled hair has come to be the most common complaint of girls and women. The Research and Development team at CavinKare recognized softness and manageability to be the key issues in the maintenance and nourishment of hair.
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This paved the way for a unique formula – Active Double Conditioners that cut across age, sex and loyalists of other shampoos to adopt Chik Shampoo. Further, extensive communication targeted at the rural and semi urban masses showcased the possibility of soft and manageable hair.
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In May 2010, Chik Shampoo has witnessed a re-launch. In order to meet evolving consumer needs, this winning product has been reformulated to give great nourishment to hair. There has been an addition of a new ingredient namely ‘Vitamin H’ which promises nourished soft hair. The new Chik Shampoo also has a refreshing fragrance which has been significantly liked by consumers. Chik Shampoo now comes in an exciting new pack with a contemporary look and eye-catching design. |
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THE CHIK USER |
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Chik Shampoo has always targeted both, girls and women in rural and semi urban India. The brand has gained their confidence and become a household name by catering to their continuously evolving requirements and preferences.
It is believed that the continuous pursuit of perfection is perfection in its true essence. At CavinKare, this belief has been put into practice with comprehensive understanding, utmost dedication and care. Chik Shampoo has penetrated the Indian market with a range offering of two refreshing fragrances - Chik Black and Chik Jasmine. Added to its successful sachet packing and pricing at Re.1 and 50p, the Company has also introduced bottles sized – 25ml, 50 ml and 100 ml.
Ongoing research will soon see new product offerings that stand at the threshold of yet another revolution in the hair care industry. |
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ACCOLADES |
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In 2003, Chik Shampoo was declared the winner of the best performing brand in 2003 by AAAI, amongst the top ten brands in household availability. |
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