Packaging the 5th P

Packaging though not part of the original 4 Ps , it sure deserves a place in the Indian marketers product mix. Though it is probably in the developing markets that it holds more importance than in the developed markets of the west. In India companies like CavinKare have achieved success in the shampoo markets through the introduction of sachets in the early 1980s, and in fact ushered in the sachet revolution in the country with most the FMCG majors following up with their own sachets. Today one can find anything from coconut oil to tea powder in sachets. The advantage for the consumer is he gets to use a product at a lowered per use cost and easy of trail. There was a time 5-6 years back when the prices of the sachets when combined were cheaper than the bigger packs offered by the same company, now that anomaly has been removed. In my recent train travels I was given pickles by the pantry in sachets, worth 50pcs each, the brand was 'Chinni' again from CavinKare.

More details on Cavinkare at www.cavinkare.com