It has overtaken well-known brands like Park Avenue and Elle 18 Mischief, within one and a half years of being launched. One of the main reasons for the brand's success is it's availability in dab-on-packs, priced atRs 10. These packs have served as an entry level pricing for the brand, penetrating even lower income levels and expanding the market, said CavinKare group product manager Muneer Muhamed. Industry sources say that some of the other players in the perfume industry are also trying to imitate the strategy.

The company conducts extensive market research before deciding a fragrance. It had recruited market research agency MODE for the purpose.

The four fragrances of the perfume were chosen after testing around 300 variants on 250 to 300 testers, said Muhamed. Spinz perfume, both floral and spicy, has fragrances that suit the consumer Indian tastes, he said. The company had also introduced extensive tester facilities in around 50,000 outlets across the country. Spinz perfume was launched by the company early last year.

Under the Spinz umbrella, the brand is also present in deodorants and talcum powder. CavinKare has a history of taking on leading brands and emerging successful with their brands like Fairever.

It is also known for introducing recruitment brands in various personal care products, like Chik shampoo satchets at 50 paise.