The Hindu Business Line : Bohra Kitchens opens retail chain

CHENNAI-BASED Bohra Kitchens Ltd, which is the distributor for the Italian modular kitchen company, Aran World, in India and Sri Lanka, has launched its own retail chain called Kitchen World.

Apart from showcasing the high-end modular kitchen brand from Aran, Aran Cucine, the Kitchen World chain would also have on display Denova, which is Aran's mid-budget modular kitchen range. Also on display would be kitchen accessories such as utensils, chopping boards, juicers, exhaust fans and so on.

Speaking to Business Line, Mr Rajesh Bohra, Managing Director, Bohra Kitchen Ltd, said that he is looking at positioning Kitchen World as a `one-stop kitchen solutions store'.

The company recently launched the first Kitchen World outlets in Chennai and Delhi, and is shortly going to launch in Mumbai, Bangalore, Cochin and Hyderabad. "We plan to launch seven more stores by the end of 2004," said Mr Bohra.

He said that though the modular kitchen market in India is still at a nascent stage, he expects the market to grow by 40 to 50 per cent in the next couple of years. "The awareness about modular kitchens is steadily increasing in India and more and more consumers are willing to invest them," he says.

The company has launched a take-away model called Tutto, which is also an Aran World brand. The Tutto range consists of products such as kitchen drawers, door units and so on, which the customer can pick and choose and need not go for the whole range.

The Tutto range, however, would not be retailed out of the Kitchen World showrooms. It would be retailed out of multi-brand retail stores and large format lifestyle retail stores. Mr Bohra said that they are also in talks with TTK Prestige to retail the Tutto brand out of its Prestige Smart Kitchen outlets.

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