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Coty to assist CavinKare to build up market for adidas products
Feb '09
Indian FMCG major CavinKare has entered into a strategic alliance with Coty Inc the world's leading fragrance marketer, to market the entire adidas personal care range in India. Coty Inc is the exclusive global licensee of the adidas brand name in so far as personal care products are concerned.

Both Coty Inc and CavinKare foresee a long term marketing alliance to successfully establish the business in India. This alliance will strengthen adidas' position as a major player in the male personal care segment.

To begin with CavinKare will market adidas personal care products under the Sports Sensation and Action 3 range, which include top selling male body sprays and fine fragrance ranges. The men's deo body sprays and fragrance market is one of the largest and fastest growing segments in India. In light of this alliance, the Indian market will also take part in global product launches in the future.

CavinKare's Chairman and Managing Director, C K Ranganathan, states that, “Personal care is Cavinkare's core business. The Indian deodorant and fine fragrance market is vastly untapped. With this alliance, we are hoping to unlock the potential of the Indian fragrance market with a strong lifestyle brand like adidas. CavinKare, has over the last 25 years, gained a very good understanding of the Indian consumer and has established a strong distribution network, both of which will help in this endeavour.”

Mr. Venkatesh Babu, Regional Managing Director of Coty Inc says “In this endeavour, as the license partner, Coty Inc. will be assisting CavinKare to build up the market for adidas personal care. Coty Inc., known for its astute acquisitions and licensing partnerships, is the global leader in fragrances. Coty has built a unique portfolio of brands that have produced some of the strongest consumer franchises in history.”

Since 1983, CavinKare has enviably emerged into a successful business enterprise in India's highly competitive FMCG sector. Today CavinKare has business interest in personal care, food & beverages, dairy products and beauty services. Brands in the CavinKare portfolio include Chik, Nyle, Meera, Indica, Fairever, Spinz, Ruchi, Chinnis, Maa, Green Trends, Limelite, with Cavin's Milk being the latest addition.


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