This simple idea changed FMCG Market forever | CHIK Shampoo Case Study

Close to 40 years back, most of these FMCG products were sold in large packets and bottles. Hence, they were only limited to those who were well off. There was no concept of sachets back then. But, a small entrepreneur from Tamil Nadu introduced the concept of sachets to the entire country forcing even the large MNCs to follow suit. In the process, he ended up building a 500 crores INR shampoo brand called Chik. And today, almost 70% of the shampoo sales in India happen in sachets.
In this video, we will understand the concept that brought about this revolution.
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#chikshampoo #sachetrevolution #cavinkare

[@ThinkSchool]

Correction @6:08 It's 36p increase and 76% increase in cost!

[@venkateshsankella1023]

That's a great video pal 🎉

[@Vicks_Anand]

This allegedly brilliant idea also gave rise to a very BIG unresolved issue... single use plastic waste. Your videos are brilliant; hats off ! However, I'm sad the BIG corporates are using this idea to slowly kill the planet.

[@venkateshsankella1023]

That's a good point vickram . On the other side of it , companies like Nescafé have announced they'll have 100% recyclable sachets by 2025 .

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[@vridhikhanna1580]

How he reduce sachet cost from rs. 2 to 50 paise

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[@ThinkSchool]

Hi everyone, Drop a comment about the lessons you learnt from this case study. Would love to know what you extract from these iconic strategies. Thanks for watching Cheers Ganeshprasad

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I still remember that before around 10 years a free Shampoo packet of 2₹ or a small toothpaste or small hair oil bottle used to come free in the Special Sunday newspaper in Gujarat (don't know about other states) sponsered by the manufacturing company. Btw you are going to rule KZbin in the upcoming 2-3 years🔥🔥🔥 keep it up👍

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I've watched the video multiple times and still get something new every time

[@harshadshringi8799]

This is so True. I can relate to this as recently when I went to a kirana store nearby to fetch some household items, I observed that the lower segment people actually asks the shopkeeper for a string of 10 sachets of oil, shampoo etc. instead of buying up a bottle of the same.

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[@subhamshaw08]

I recently read this case study for one of my Marketing classes at IIM-A. We discussed BOP and how sachets were revolutionary in the rural market but the way you narrated this story, it gave me a different perspective to look at it. Love your videos!

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Athishaktam

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Wonderful 🔥

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[@ThinkSchool]

❤️❤️

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Can you share some books or sources where you learn from or recommend? I know pieces of knowledge come from a lot of cross reading and consistency but if you can share some, it will be great.

[@bipinrahul6640]

He also gave free shampoo sachets in exchange for empty sachets! Of other shampoo brands too!!

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I used to listen this from my Mom like there was a famous shampoo that was Chik Shampoo.

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Same here. That how I decided to make this

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Thank you so much :)

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WoW.. Proud to be india Tamilan... bcz Chinni Krishnan was born in Cuddalore.. one the District in south india... and which is near by 27 km to my home town, His first product was Velvet Shampoo, A collaboration company to godrej... i used it in my childhood..

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While this case study is amazing, the amount of plastic used in these sachets is tremendous. I guess it was appropriate at that time. But today, being environmentally sustainable is as important as thriving in the market. I would love to hear about this topic from you.

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True :/ video coming soon

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Thank you :)

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