Chennai: As part of its CavinKare 2.0 growth strategy, the Indian FMCG major CavinKare today announced its entry into the men’s grooming segment. Launching its first pure-play men’s Personal Care brand – BIKER’S, the company is set to offer a slew of products catering to hair and body care needs exclusively for urban male. Kick-starting the launch, the company today also unveiled the first range of products in the shampoo category that is set to hit the markets starting today in Tamil Nadu.
Commenting on the launch, Venkatesh Vijayaraghavan, CEO & Director – FMCG, CavinKare said, “This 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 pandemic has opened many opportunities for all industries, but it has been a game-changer for the beauty and hygiene category. We have seen an increased interest among urban male consumers for personal grooming products. Hence, we have used our strength – R&D – to develop an entire product line specifically curated to match the needs of urban male consumers.”
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. With an avid interest from men towards personal grooming products, the brand will offer head-to-toe solutions for all the damages caused due to long commute and stress. Enriched with the goodness of ingredients like Moringa leaves, Aloe vera, and more, the products offer holistic care and nourishment as well.
Packed in refreshing hues of black, blue, and white, BIKER’S shampoo will be available in three variants – Helmet Damage Repair, Anti-Dandruff, and Strong & Bouncy. The SKUs are available in 75 mL, 180 mL, 340 mL & sachets. The SKUs are priced starting from Rs. 80 to Rs. 415, while the sachets are priced at Rs. 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.