Sachet Marketing

the power of SMALL

Meet Mr. Chinni Krishnan,
the father of the Sachet
Revolution in India!

It was his Vision of "Whatever a

rich man enjoys, a poor man
should be able to afford" - that
Sachetized the consumer goods
industry of india.
One fine morning, on a train
journey with his wife, a thief
stole her bag.

On retrieving the bag, they

noticed that a glass bottle of
hair oil inside it had been
broken and had ruined the
clothes.

This was the moment when

they felt the need of
monodose of liquid products
while travelling.
Chinni Krishnan started to focus on
creating single-dose portable
containers for cosmetics like
shampoo and hair oil.

He initially used hose pipe and then

plastic to make these sachets.

And after a lot of elbow-greasing

VELVETTE - the first ever shampoo
available in Sachets, was introduced!
After his demise, in 1983, his son C.K.
Ranganathan created a new company
with the initials of his father's name -
CHIK.

CHIK made the usage of Sachets

much more popular.

And today, for every 100ml

of shampoo sold in the
market, 70 ml is sold
through sachets!!
Sachet was a concept that made expensive
lifestyle products available at a low cost!

No Wonder! It helped big companies like

P&G, HUL, ITC to reach the huge
untapped rural market of India.
Today, almost 50
years after its
inception, our local
Kirana stores are
completely
incomplete without
the sight of those
hanging sachets!
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