Thursday, April 23, 2009

The Sachet

An article on the revolutionary business man from Cuddalore that appeared in LiveMint.

The sachet

When schoolteacher Chinni Krishnan made a career change to run a pharma company in the early 1970s, he had a simple business plan in mind: making medicines affordable to the common man. His factory in Cuddalore, Tamil Nadu, made medicines and healing salts packaged in 5g packets that were otherwise available in the markets in 100g packets.
Krishnan may not have known it then, but he laid the groundwork for the sachet concept, India’s biggest marketing revolution. Years later, in the late 1970s, his son C.K. Rajkumarextended the concept by introducing Velvette-branded shampoos in sachets at affordable price points (as low as Rs2) and creating an addressable market running into millions not touched by sales of the product in bottles. Rajkumar’s brother C.K. Ranganathan(present chairman and managing director of consumer products firm CavinKarePvt. Ltd) came up with a product, branded Chikshampoo, stretching the market size even further.

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