As part of its 2.0 growth strategy, the Chennai-based FMCG major CavinKare on Tuesday forayed into the men’s grooming segment. Launching its first pure-play men’s personal care brand – BIKER’S – the company will offer a slew of products catering to hair and body care needs, exclusively for the urban male.
Kick-starting the launch, it also unveiled the first range of products in the shampoo category that is set to hit the markets starting in Tamil Nadu.
Significant step
Venkatesh Vijayaraghavan, CEO & Director – FMCG, CavinKare, told newspersons, the foray into the men’s grooming category, which is expected to cross $1.2 billion by 2024, marks a significant step in the CavinKare 2.0 growth strategy. The men’s grooming market is expected to grow at 2.5x in the next five years, he said.
There is an increased interest among urban male consumers for personal grooming products. “We spent nearly 2 years in R&D to develop an entire product line specifically curated to match the needs of urban male consumers,” he said.
The newly launched BIKER’S brand comprises products like 2-in-1 shampoo conditioners, beard oil, beard cream, and shower gel to satiate the needs of urban males. BIKER’S shampoo will be available in three variants – helmet damage repair – claimed to be first for helmet wearers, anti-dandruff, and strong & bouncy. The SKUs are available in 75 ml;180 ml;340 ml & sachets. The SKUs are priced starting from 180 to 415 while the sachets are priced at 2. The bottle is designed like a bike handlebar to resonate with the target consumer. The product will be available across retail outlets, Kirana stores, and select e-commerce sites, he said.
