The Hindu Business Line : TTK Prestige to launch modular kitchen products

PRESTIGE, the brand that propelled the company's growth in pressure cooker and cookwares, is set to become synonymous with complete kitchen solutions. TTK Prestige plans to extend its brand to the new business and has tied up with Italian companies to provide modular kitchen and its complements under its brand name.

It will, however, only provide services in suggesting designs and aid in the planning of modular storage fitments installation, which includes cupboards and modern electronic chimneys.

Talking to Business Line, Mr Chandru Kalro, Executive Vice- President (Marketing), said that with the growing importance on aesthetics and simple functionality, the modular kitchen market is set to grow from its current size of Rs 1,000 crore.

The extension of its brand name to the entire kitchen solutions itself had been done after the company went through a process of understanding the market and the launch of the concept of exclusive franchise stores under its brand `Prestige Smart Kitchen'.

Despite being the leader in the pressure cooker market, TTK Prestige had to defend its brand amidst competition from the unorganised sector.

Besides, the entry of Korean and other leading MNC brands in kitchen appliances heightened its challenge of marketing sourced products under its brand name. Aided by its new experiments on the Smart Kitchen gallery and branding traded goods such as appliances, the overall turnover jumped from under 10 per cent to 33 per cent, with the pressure cooker and cookware alone accounting for the bulk of the Rs 32-crore turnover, in the first seven months this year, Mr Kalro said.

He said modular kitchen products would be launched this month. TTK Prestige hopes to realise its vision of strengthening its brand further in kitchen appliances and emerging as a globally dominant pressure cooker company, he said.

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