FMCG conglomerate Cavin­­Kare targets 10 per cent ma­rket share all over India for its fairness cream Fairever. The firm launched an improved variant of the cream, which trails Hindustan Uni­lever’s Fair & Lovely in the Rs 1,800-crore Indian skin whitening products market.

“We are at seven per cent to eight per cent market sh­are nationally and 20 per ce­nt in south India. With the enhanced Fairever, which is part of our Rs 600-crore personal care portfolio, we are aiming to raise our market share to 10 per cent nationally this year,” said Ramesh Viswanathan, executive director of CavinKare.

The firm will spend close to Rs 10 crore on advertisements this financial year and it started airing commercials during IPL 3 to capture maximum attention across India, he added.

Apart from improved ingredients, the company has chosen a vertical packaging format and has introduced a fairness indicator that will measure the quantum of fairness improvement with time. The product is priced at Rs 7 for nine gm, Rs 37 for 25 gm, Rs 68 for 50 gm and Rs 102 for 80 gm.

Vineet Trakroo, vice-president, marketing of Cavi­nKare said in a statement: “Retail displays and good packaging will help us to reach out to even non-users. Our brand ambassador Asin, who has been with us for three years, will play a key role in the growth of our brand across the country.”

CavinKare has businesses across the personal care, foods, dairy and beverage se­gments with a turnover of close to Rs 900 crore. The fi­rm sells brands including Chik, Meera, Nyle in the sh­ampoo category; Spinz in deodorant; Fairever and Fai­rever Fruit in fairness cre­am; Ruchi and Chinni’s in masalas, pickles and snack, and Indica in hair colours.