Established in the 1980s, CavinKare has been immensely successful in tapping the rural and semi-urban markets and is widely recognised as a pioneer of sachet marketing and mass marketing in rural areas. In 1983, CavinKare launched Chik Shampoo in 10 ml packs. It later launched the product in 50 paise sachets, especially for the rural markets In 1992, Chik Shampoo become the numero uno shampoo brand in South India. Where MNCs sold products in fancy bottles and to big stores, Cavin Kara concentrated on small retail shops in rural markets. In 1999, Cavin Kare began to work on its plans of having a national presence. The market share of Chik Shampoo grew from 5.6% in 2005 to 23% in 2010. In 2011, Chik Shampoo was a 100 crore brand and emerged as Number One brand of rural India, and 65% of its sales were generated in rural India. The company logged sales of 700 crore in 2015 and has set an ambitious sales target of ₹5,000 crore by 2020.