Cavinkare enters D2C segment with launch of Buds and Berries

By

Maverick Martins

Published
Oct 5, 2021

Fast-moving consumer goods (FMCG) major Cavinkare has entered the direct-to-consumer (D2C) segment with the launch of its first digital brand ‘Buds and Berries’.
 

The personal care brand Buds and Berries has been exclusively launched on the e-commerce platform Amazon India. The brand has been priced in the range of Rs 150 ($2) to Rs 650 and offers products across categories like shampoo, hair mask, facewash, body wash, and body lotion.
 
Commenting on the launch, Venkatesh Vijayaraghavan, CEO of the FMCG business at Cavinkare, in a statement said: “In our digital-first and digital-only business unit strategy, the launch of Buds and Berries is really exciting for us, as it provides an opportunity for a company like ours to serve consumers directly and remain relevant into the future. In addition to engaging and building Buds and Berries, we are also laser-focused on getting insights out of the journey of Buds and Berries to launch more digital-native brands across key categories of operations.”

“We are confident of Buds and Berries entering the Rs 100 crore club in less than four years from now, we are quite optimistic about D2C segment that will not only increase our global consumer base but also contribute immensely to our overall Cavinkare 2.0 growth strategy of becoming a Rs 5,000 crore group in the next three to four years,” he added.
 
Cavinkare is one of India’s leading companies in the personal care space with brands like Chik, Nyle, Meera, Fairever, Spinz, among others.