Want to expand market coverage to reach new customers: Deepak Chhabra, Tupperware India

Chhabra, Managing Director, Tupperware India, says the company aims to have 25% market share in the next 5 years, and double the business in the next 3 to 4 years

e4m by Dolly Mahayan
Updated: Aug 9, 2019 8:34 AM

Tupperware India has opted for a strategic business transformation, and has added e-tail and exclusive brand outlets.

The company has so far relied on the direct selling model as its business approach in the Indian market.

The multi-channel strategy will be rolled out from this month and Tupperware India plans to open over 30 exclusive brand outlets by the end of this year.

“We want to provide more channels of access to tap the market potential in India. There have been consumers who don’t know from where and how to get the products. With this strategy, we will be able to tap a new consumer base,” said Deepak Chhabra, Managing Director, Tupperware India.

“India and China are the two major markets for us. We see India to be ahead of China. The brand is present in 100 countries, and India has been ranked at No. 16,” he said.

Asked about the company’s market share dropping from 13 per cent to 8 per cent, Chhabra said: “We relied on only one method of selling but the consumption pattern has changed now. Direct selling will always be relevant, but we can’t ignore other channels as well.”

“Our direct selling model has been a great success, but in today’s digital world, our marketing approach needs to evolve with the changing market dynamics. We want to expand our market coverage to reach new customers and bolster our share in the market. I am confident our multi-channel strategy will deliver on this. The products will be available on leading marketplaces like Amazon and Flipkart via Tupperware Authorised Sellers, with a target to reach 35 million households,” he said.

The brand will also move to Tier cities as an expansion plan, where Tier 1 will be more focused for exclusive brand outlets and e-tail. The franchise stores will be first opened in cities such as Delhi, Mumbai, Bengaluru, Hyderabad and Pune.

“Tupperware has announced that this strategic move is not only for India, but in other countries too. However, India is the first market where e-tail is happening,” he added.

The company has said it will be focussing aggressively on advertising now and has allocated Rs 10 lakh for marketing spends.

“We intend to have 25% market share in the next five years. With this move, we aim to double our business in the next 3 to 4 years,” he said.

The brand recently issued notices to e-commerce sites to stop selling their products. “These sites were selling fake products. We have cleaned 13 websites so far. They are not allowed to be sold by unauthorised persons or entities. This has not only diverted sales in the past, but also disturbs the broader strategy of the company and impacts direct sellers.”


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