The South edition of exchange4media’s Pitch CMO Summit 2022 featured Venkatesh Vijayaraghavan, CEO & Director of CavinKare, delivering the closing speech. During this address, he shared insights into the brand journey of CavinKare spanning the past 30 years.
Vijayaraghavan initiated the session by discussing the company’s approach to brand building. He emphasized that CavinKare has evolved from a single brand sachet-led company into a global presence in over 30 countries, boasting a diverse portfolio of 15 brands across eight categories. He expressed excitement about this transformation and the brand’s expansive reach.
Delving into the core elements guiding their brand strategy, Vijayaraghavan outlined three key anchors: “Disruptive Innovation,” “Unique Value Proposition,” and “Staying Relevant and Meaningful.” These principles have consistently shaped their approach to brand development over the last three decades.
Highlighting the significance of disruptive innovation, he recounted the impact of Chik Shampoo’s sachet revolution, which played a pivotal role in shaping the FMCG industry. According to him, the revolutionary idea of sachets, especially with Chik Shampoo, has been a cornerstone of the company’s success, contributing to its strong presence in the mass market.
Vijayaraghavan also pointed out the success of Indica, attributing it to disruptive innovation in the sachetization of the hair color category. He emphasized the brand’s ability to offer an instant solution, departing from the traditional hours-long process, as another instance of successful disruption.
Another brand in CavinKare’s portfolio that he highlighted for its disruptive innovation was Cavin’s milkshake. The company consistently prioritizes disruptive innovation across its brands.
Acknowledging that disruption may not always be the key, Vijayaraghavan stressed the importance of a unique value proposition. He cited Spins, a skincare brand in their portfolio, which transitioned into a skin and fragrances brand. According to him, Spins stands out not just for its transformation but for its ability to provide a unique value proposition consistently to consumers, even when disruptive innovation might not be the primary focus.
In summary, Vijayaraghavan emphasized that CavinKare’s brand success has been driven by a combination of disruptive innovation and a strong commitment to a unique value proposition, ensuring sustained relevance and meaningful connections with consumers.
