CavinKare, the Indian FMCG giant, today announced its foray into the men’s grooming category as part of its CavinKare 2.0 growth strategy. The company is intended to offer a host of items catering to hair and body care needs specifically for urban males under its first pure-play men’s Personal Care brand, BIKER’S. To kick off the launch, the firm today also introduced the first collection of shampoo products, which will be available in Tamil Nadu starting today.
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.”
To meet the needs of urban males, the newly introduced BIKER’S brand includes 2-in-1 shampoo-conditioners, beard oil, beard cream, and shower gel. The brand will offer head-to-toe treatments for all the problems caused by long commutes and stress, owing to men’s strong interest in personal grooming goods. The products, which are enriched with the goodness of substances like Moringa leaves, Aloe vera, and others, provide comprehensive care and sustenance.