Chennai: Deepak Praveen has been mandated to lead the Homecare Business at CavinKare, marking a new chapter in his over two-decade-long career across FMCG and services.
In his LinkedIn post, Praveen reflected on his journey with Green Trends Salon, a part of CavinKare’s salon division, calling it “a truly enriching experience.” Transitioning from an FMCG background to the services industry, he described his time at Green Trends as one of immense learning and transformation.
“Moving from an FMCG background into the services industry meant starting from scratch and learning the ways of a new business. An internal transfer within CavinKare a decade ago gave me this unforgettable journey,” he wrote.
During his tenure, Praveen was instrumental in repositioning Green Trends from a neighbourhood salon chain to an affordable ‘mass premium’ brand, while driving its expansion to over 400 salons across India. He also played a key role in drafting business processes that continue to guide the organisation today and introduced several industry-first initiatives in a largely unorganised sector.
“Operating in a largely unorganised industry wasn’t always easy, but each challenge reinforced the importance of building strong processes and creating value for stakeholders,” he noted, expressing gratitude to his colleagues and teams.
Praveen’s appointment follows his promotion in July 2024 to Chief Business Officer (CBO) – Green Trends, after serving as Chief Operating Officer (COO) for nearly 14 years and 7 months. His leadership has been pivotal in shaping the brand’s growth and market position in India’s evolving beauty and wellness industry.
Before joining CavinKare, Praveen held key marketing roles at leading consumer companies. He served as Marketing Manager at TTK Healthcare Limited (2006–2009), focusing on market research and trade marketing, and as Brand Manager at Lotte India Corporation Limited (2002–2006), where he worked on strategic brand initiatives for flagship products like Choco Pie. He began his career with Shaw Wallace & Company as a Management Trainee, followed by a stint at Amara Raja Batteries as Senior Product Executive.
As Business Head – Homecare, Praveen will now oversee CavinKare’s diverse portfolio in the homecare segment, driving growth and innovation in one of the company’s key consumer categories.
