After deep slumber, kitchen appliance company, TTK Prestige, has woken up to the possibilities of grabbing business and hitting on the growth track by winning back the woman’s heart.
Steaming ahead is the company with new initiatives — smart pressure cookers to stylish Italians modular kitchens under the Prestige brand. TTK is also taking its Prestige Smart Kitchen stores national to offer customers a new shopping experience.
For the customer buying kitchen appliances has been a drudgery. For the players in the segment it has been a low-involvement low-growth market with stagnating sales, an unexcited consumer, high excise duty and unorganised competitors to deal with. While consumer durables moved to offer exciting products and better shopping experience, kitchen appliance companies remained indifferent.
“We decided to revisit the most important part of out chain — the point of purchased. All other categories had moved up in terms of the shopping experience. While they were inviting our category was inhibiting,” Chandru Kalro, VP, marketing, TTK Prestige, said.
To bridge the gap in the retail environment of kitchenware, the company has launched its Prestige Smart Kitchen. These exclusive stores will be redefining kitchen appliance retailing through its range, service and ambience.
It is for the first time a kitchenware company has launched a retail brand and the company hopes this will be a new recipe for success and lead to resurgence of brands in the category.
The company has witnessed doubling of sales wherever these stores were introduced, Kalro said. There are 25 Prestige Smart Kitchen stores in the South and the company is now making a foray into the Western region.