The Sachet Revolution: Everything You Need To Know

Several prominent brands have been targeting urban consumers for decades. However, during the 1970s and 80s, some brands considered rural markets in India to be more profitable as the population demographic in those areas was huge. But the high cost of products, especially across the wellness and household segment, made them hesitate to establish a connection with the rural consumer base. The ‘Sachet Revolution’ of the 80s, which is a popular case study widely used by the top B schools in India in their curriculum, finally enabled FMCG companies to extend their reach to rural markets.

Here is everything you need to know about this landmark revolution:

The individual who brought about the revolution

• The late Mr. Chinni Krishnan from Cuddalore in Tamil Nadu, India, is the brain behind introducing the concept of sachets to the Indian markets.

• The idea of selling products in small packs struck him while thinking of ways to make luxury items accessible to people in the lower-income group.

• Back in the 1970s, talcum powder was packaged in tin containers which made them quite expensive. So to make it affordable for all, Krishnan started packing the contents in 20 g, 50 g, and 100 g packets. Later, he also tried packing Epsom salt and liquid products in such small quantities.

• Due to the success of this revolutionary concept, it was eventually adopted by leading multinational brands too.

Introduction of the sachet

• Chinni Krishnan conducted a number of experiments to find an ideal material that could safely hold and seal the contents.

• In the beginning, he made modifications to the PVC folder sealing machine and used it to seal a transparent hose pipe from one end. He then filled the pipe with water and sealed the other end. Although this experiment failed, he kept trying out different materials until he found one that was apt for the purpose.

• Once he discovered a suitable material that could safely and properly seal the products within, the sachet was born.

• Shampoo, hair oil, honey, etc. were some of the first few items he sold locally in and around Cuddalore in a sachet packaging.

Continuation of the inventor’s legacy

• Post his death in 1979, his sons Rajkumar and Ashok Kumar - a doctor and lawyer respectively - decided to give up their chosen professions to take care of the family business. They introduced the Velvet International shampoo, which was offered in economical 2 rupee packets. This company performed exceptionally well in India as well as overseas, and for that the credit goes entirely to Dr. Rajkumar.

• Krishnan’s younger son - Dr. C.K. Ranganathan, the chairman and managing director of CavinKare - is also continuing to carry his father’s legacy forward.

• At the YourStory Disruptors Tamil Nadu event in 2018, the efforts of late Chinni Krishnan in the invention of sachets were recognised for the first time through the Legend of Disruption award.

Just like Chinni Krishnan and his progeny, you can also become the harbinger of revolutionary change in business by enrolling in the best management institutes in India that offer an one year MBA and other programmes that help you carry the legacy ahead efficiently.

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