The Hindu Business Line : TTK Prestige on product expansion spree

TTK Prestige, which has been expanding into categories beyond pressure cookers and cookware to become a kitchen solutions company, expects to notch up a turnover of Rs 300 crore for the fiscal ended March 2007.

Speaking to Business Line, Mr Chandru Kalro, the company's Executive Vice-President (Marketing), said the expansion had resulted in turnover jumping from Rs 93 crore in fiscal 2003 to Rs 213 crore in 2005-06.

In the last few months, the company has launched chimneys and hobs, toasters, kettles and other kitchen appliances.

It has even launched microwave ovens, priced between Rs 5,000 and Rs 12,000. It is outsourcing all these products.

In April, TTK Prestige will launch a new marketing campaign that will reinforce its repositioning as an integrated kitchen solutions brand. The ad spend for the past year and this year is around Rs 50 crore, considerably higher than the previous years', Mr Kalro said. Its long-pending foray into modular kitchens is likely to take off in April, with an outlet being opened in Bangalore or Kochi. The company had set up retail outlets branded Smart Kitchens in 2002 to be able to display the entire range of its products.

Pressure cookers account for 50 per cent of the company's turnover.

Non-stick cookware accounts for 20 per cent, stoves and mixer-grinders 12 per cent each and other appliances six per cent.

As part of its product expansion plans, the company may launch wet grinders soon, Mr Kalro said.

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