CavinKare launches Meera 'rice kanji' shampoo in TN

Chennai, Jul 16 (PTI) Consumer goods major CavinKare expanded its product portfolio under its popular brand Meera—with the launch of 'rice kanji' shampoo—as it aims to strengthen its market leadership in the haircare category, a top official said.

With the launch of the shampoo in the Tamil Nadu market in the first phase, the company plans to expand it to other South Indian markets subsequently.

The 'rice kanji' (starchy water) shampoo is based on a time-tested ritual from South Indian kitchens and is known for its ability to smooth hair structure, add shine, and benefit damaged and coarse hair, the company said.

After unveiling the new product at an event in the city on Wednesday, CavinKare Business Head–Personal Care, Rajat Nanda, said, "While ingredients like rice water have gained global popularity through Korean beauty rituals, India has always had its powerful counterpart–rice kanji–a deeply rooted, traditional haircare remedy used for generations." "With the launch of Meera 'rice kanji' shampoo, we are proud to bring this indigenous wisdom to the forefront. Through this disruptive launch, we aim to expand Meera’s footprint across key urban and rural markets, increase our share in the shampoo segment, and continue our momentum as one of the fastest-growing haircare brands in the country," he said.

The Meera 'rice kanji' shampoo is priced at Rs 85 for 80 ml and Rs 1,312 for a 1-litre bottle. It is also available in multiple sizes.

CavinKare retails a range of shampoos under the CHIK, Meera, Karthika, and Nyle brands.

Meera is the company’s flagship personal care brand, with a legacy of over 30 years, the company added. PTI VIJ SSK VIJ SSK KH