CavinKare introduces toilet cleansers in sachet

The next time you reach
14 December 2005

Chennai: After shampoos, cough syrups and ketchup, it is time for toilet cleansers to be sold in sachets. The Chennai-based FMCG company CavinKare Private Limited expects to redefine the Rs100-crore toilet cleansers market with its Tex brand packed in 20ml sachets priced at Rs2.

According to K S Ramesh, CEO and executive director, the branded toilet cleaning products segment is growing at 31 per cent per annum with liquid cleaners accounting for 97 per cent of the market.

The liquid toilet cleaner is essentially a urban phenomenon with top 23 metros contributing 52 per cent of the total and top six metros contributing 37 per cent of the total The segment is growing at 35 per cent annually in value.

Marketers say that the penetration of the segment is low and a large number of customers use low-grade alternatives like acids, bleaches and phenyls. And Tex, is aimed at this huge segment of potential users.

The company also sells Tex in bigger packs of 100ml and 500ml bottles priced at Rs10 and Rs48 respectively. Compared to competition the price doesn't vary much. In fact, the 500ml bottle of Harpic, another leading brand is Rs48.