The Chennai-based FMCG group, CavinKare, has launched improved Fairever cream to target the Rs. 1,800-crore Indian whitening cream market.
Addressing a press conference here on Monday, Ramesh Viswanathan, Executive Director, said the Indian whitening cream market was growing at 15 per cent annually. The Fairever cream, which was predominately a south-based brand, would now be launched pan-India with the introduction of improved Fairever cream.
Mr. Viswanathan said the company had 20 per cent market share in the South and 8 per cent nationally. He hoped to have a double digit market share nationally by introducing an improved version of the cream. He said advertising and marketing expenditure would be 25 per cent of the revenue. Earlier, actor and brand ambassador of Fairever, Asin, unveiled the new Fairever cream.
Apart from improved ingredients, the brand has chosen the vertical format for packaging and has introduced a fairness indicator that will measure the quantum of fairness improvement over a period.
