Chennai: Reinforcing its legacy of bringing traditional wisdom to modern-day consumers, Meera, the flagship haircare brand from the house of FMCG major CavinKare, has announced the launch of an innovative new product – Meera Rice Kanji Shampoo. Unveiled in a press conference in the city today, Meera Rice Kanji shampoo is yet another first-of-its-kind innovation that harnesses the power of rice kanji—a potent, time-tested ingredient passed down through generations. With this strategic launch, Meera is set to further strengthen its footprint and market leadership in the haircare category. With the first phase of launch in Tamil Nadu, Meera also plans to scale up by launching the product across South India subsequently.
Crafted with the wisdom of tradition and the precision of modern formulation, Meera Rice Kanji Shampoo is a first-of-its-kind haircare innovation that taps into the power of Rice Kanji (Rice congee)—a time-tested beauty ritual from South Indian kitchens. Known for its ability to smoothen hair structure, add shine, and tame frizz naturally, making it especially beneficial for coarse, frizzy, or damaged hair. Meera’s Rice Kanji shampoo with goodness of aloe vera keeps hair smooth and shiny for up to 3 days, offering visible results from the very first wash.
Commenting on the launch, Rajat Nanda, Business Head – Personal Care, CavinKare said, “While ingredients like rice water have gained global popularity through Korean beauty rituals, India has always had its own powerful counterpart—Rice Kanji—a deeply rooted, traditional haircare remedy used for generations. With the launch of Meera Rice Kanji Shampoo, we are proud to bring this indigenous wisdom to the forefront. At Meera, we’ve consistently championed the revival of such time-tested ingredients—from Shikkakai to Small Onion—translating them into modern formats that meet today’s haircare needs while staying true to our traditional roots.”
Rajat further added, “This launch reinforces Meera’s commitment to building categories where none existed—by bridging traditional wisdom and modern-day needs, we are setting new benchmarks in the natural haircare market. Whether it’s Gen Z rediscovering heritage or modern women seeking nature-led choices, this innovation speaks to a generation that values both authenticity and efficacy. With this disruptive launch, we are aiming to expand Meera’s footprint across key urban and rural markets, increase our share in the shampoo segment, and continue our momentum as one of the fastest-growing haircare brands in the country.”
Backed by over a year of intensive R&D, the product marries traditional wisdom with scientific precision. Meera’s Rice Kanji Shampoo is uniquely tailored for Indian hair needs, blending authentic rice kanji with a nourishing base of aloe vera. This combination not only honors regional traditions but also ensures a holistic, nutrient-rich experience rooted in nature.
Designed for the modern consumer seeking natural, effective, and traditionally resonant beauty solutions, this launch strengthens Meera’s position as a champion of heritage-driven haircare in today’s wellness-conscious world. The product is available across Modern Trade, General Trade, and Ecommerce. The Meera Rice Kanji Shampoo is available in a wide range of SKUs—from sachets to bottles—starting at just ₹2 for a sachet to ₹1312 for a 1L bottle. Consumers can choose from 80ml, 180ml, 340ml, 650ml, and 1L variants, priced at ₹85, ₹224, ₹447, ₹1014, and ₹1312 respectively.
-Based on Press Release
