CavinKare steps into men's grooming segment with new brand Biker's
Fast-moving consumer goods business CavinKare has launched a new men’s grooming brand Biker’s, as it forays into the fast-growing men's grooming segment. The brand first launched in Tamil Nadu.
On September 21, CavinKare held a launch event for new brand Biker’s and unveiled its maiden product selection. The brand’s range of shampoos, which bottles designed to resemble a motorbike handlebar, launched in stores in Tamil Nadu from Tuesday and the brand plans to subsequently launch in other areas.
“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,” the brand said in a press release.
CavinKare had seen a rise in demand for male-focused grooming products amongst urban male consumers. This led the business to carry out research and development and create a new line of products to target this growing demographic.
“This foray into the men's grooming category, which is expected to cross $1.2 billion [Rs 7,983.3 crore] by 2024, marks a significant step in the CavinKare 2.0 growth strategy,” said the business’ FMCG director and CEO, Venkatesh Vijayaraghavan, at the brand’s launch event, the Press Trust of India reported.
“The pandemic has opened many opportunities for all industries, but it has been a game changer for the beauty and hygiene category.”
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