Top Story


Home >> Marketing >> Article

One-stop kitchen

Font Size   16
One-stop kitchen

What happens when you cannot let out steam in a saturated market? You diversify. That’s what the Rs 145-crore pressure cooker major, the Chennai-based TTK Prestige is doing.

Over the last few years, like its competitor Hawkins, it has ventured into other kitchen appliances like non-stick cookware, mixers and grinders and gas stoves. As a result, pressure cookers account for only 60 per cent of its revenue today.

Having made its presence felt in the kitchen, Prestige decided to go the whole hog. And with almost every corporate betting on services, Prestige too is extending its equity with the home and housewife.

In-house research showed that consumers are looking for value additions and innovation.

Says senior vice president -marketing, TTK Prestige, M Chandru Kalro, “There has to be a reason for the consumer to purchase one more pressure cooker or any of our products, value additions are the way to do it.”

So Prestige set up a few franchised outlets branded Smart Kitchens in the southern market, its stronghold, to see if this avenue would work. The idea was that customers would walk into the showroom and see how the products work in a kitchen setting.

“We wanted to provide the consumers a good ambience to come and view our entire range of products and have trained staff catering to educate them about our product,” says Kalro.

The response, he claims, has been so encouraging that Prestige is now inviting franchisees across the country to open Smart Kitchens in various large cities.

By year-end, it will have cooked up 50 such outlets, up from the current 20. Apart from the ambience and showcasing the entire range of products, Smart Kitchens also double up as service stations.

Already, in its first year of operations the Smart Kitchens have contributed 4 per cent to 5 per cent of total turnover.

Later this year, Prestige may also tie up with vendors to provide modular kitchens in addition to the range of products. The reason? Consumers can then come to a single outlet for all their kitchen requirements. In other words, it wants to be a one-stop shop for kitchens.


Bhasin on the checks and balances of new IRS, methodology with new companies like Vedsur on board, interpreting the data and why it’s not fair to compare with previous data

Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International speak exclusively with exchange4media on the upcoming #BeBetter Campaign for the TATA Mumbai Marathon

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

With 17 partners and sponsors across categories, the scale of Tata Mumbai Marathon comes across as commendable as it has managed to clock 44,407 registrations and set prize money of US$405,000

In top five programmes of BARC week 2, Zee TV’s prime time shows Kundali Bhagya and Kumkum Bhagya grabbed the first two position with 12533 Impressions (000s) and 11275 Impressions (000s). The re-run...

According to Flurry’s “State of Mobile 2017” annual wrap-up report, Lifestyle and Gaming Apps categories are on a decline