Brand Journal
CavinKare Sold Shampoo for 50 Paise. It Was the Single Most Disruptive Pricing Decision in Indian FMCG History.
In 1983, C.K. Ranganathan watched the shampoo category and thought the unit could go smaller and cheaper. The resulting ₹0.50 sachet unlocked 500 million rural consumers who had never bought shampoo before and forced every multinational to rethink their India strategy from scratch.