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We are planning of 750 KMC stores: Natarajan

Natarajan A., Head - New Business Unit, Whirlpool of India, spoke to Indianretailer.com on the occasion of inauguration of Culinary Studio by chef Rakhee Vaswani

Tags: Whirlpool, Genesis, Ambience , Glamour

BY Sunil Pol  |  February 07, 2017  |  comments ( 0 )  | 

Natarajan A

Whirpool is expeditiously expanding its Kitchen Manufacturers Channel Store from 250 to 750 by the year end. The stores which specially designed to showcase its imported built-in range of premium household appliances will be expanded through franchising across metros to tier III cities. For the promotion of its premium range the company is looking at influencers like architect and interior designers who designs the kitchen, tying up with well known celebrity chefs in every region who can explain how the product is to be used, and existing consumers who uses our product.  Hence briefing about the future plans of the company, Natarajan A., Head - New Business Unit, Whirlpool of India, spoke to Indianretailer.com on the occasion of inauguration of Culinary Studio by chef Rakhee Vaswani.  

Please tell us about the Built In range of appliances that Whirpool has introduced?

We have three premium built-in ranges called Genesis, Ambience and Glamour imported from Western Europe for residential use. The range has small and big appliances including microwave, dish washer, ovens, built in refrigerator among others. These are the superior design, quality and functionality products customized to some extent for the Indian conditions which are vulnerable on the voltage fluctuations and weather conditions. Priced from Rs 25-30,000 to Rs 1.5 lakh, these products are only available in our specialized Kitchen Manufacturers Channel Stores and not in technical appliance retail stores.

What is the current retail presence of Kitchen Manufacturers Channel Stores?

For this premium built-in range we have launched 250 specialized Kitchen Manufacturers Channel Stores across the country. These stores are available in the building material industry.

There are two formats of stores, one is exclusive and other one is partnered Kitchen Manufacturers Channel Stores. For partnered stores we are also partnering with leading kitchen manufacturers for the strategic alliance.

Our products are also available on our eCommerce portal but we use it as a lead generation platform and not as a selling. The range is also available on leading ecommerce portals but just for the general awareness.

What are your expansion plans?

We are planning to increase the number of stores from 250 to 750 by this yearend through franchising. The average area of these stores is 600-800 sqft. The exclusive stores will have the investment of up to Rs 40-45 lakhs and for the partnership stores the investment goes as minimum as appliances. 

What is your target consumer group?

As of now we are looking at millennium and super premium consumers. Today’s younger population is well travelled abroad and wants the similar quality products in India. We are also targeting the consumers who have bought new house or are going to renovate their kitchen.

How are you promoting these products?

We are looking at influencers like architect and interior designers who designs the kitchen, tying up with well known celebrity chefs in every region who can explain how the product is to be used, and existing consumers who uses our product. In Mumbai here we have tied up with chef Rakhee Vaswani.

Who are your competitors in the market?

In the premium built in range our closest competitor is Siemens, as our products are value premium products and superior from the competitors.  

Currently what is the contribution of Kitchen Manufacturers Channel Stores in your total retail growth of Whirpool?

Our Kitchen Manufacturers Channel Ctoresl stores business is just of 2 percent. Our free standing stores presence is much bigger in the country than Built In.

What is the market size of appliances retail industry in india?

Built In appliances as a evolving appliance retail industry in India is close to Rs 1500 cr. Our premium built in appliance business is close to Rs 200cr with having 20-25 percent market share. Modular kitchen business is growing in India and the prime products are suppose to be part of the kitchen.

What is the revenue from kitchen manufacturer Channel Stores that you earn and the future target?

Our current revenue is Rs 44 cr and the target is to earn around Rs 60- Rs 70 cr by the end of 2017.

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