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Our Bureau

Bangalore, July 2

Artd’inox, the lifestyle and retail arm of Jindal Group, wants to shake off its image as a mere ‘gifting’ product and aims to become a ‘daily use’ product. “We are driving to make the product popular for daily use and increased our range and widened our price points,” says Mr Veer Kaul, COO. Artd’inox, meaning ‘the art of stainless steel,’ a subsidiary of the Jindal Group with a product range that includes home décor, office accessories, bath, dining, bar and beverage range, was launched six years back. Explaining how the pricing of Artd’inox products has been rationalised, Mr Kaul said that though the company has not reduced the entry point, the products now offer higher value for the same price. The company intends to launch new lines at least twice a year and expand the range to cookware in the next 7-8 months.

Artd’inox currently has 11 standalone stores and also has a shop-in-shop presence in several malls. The products are also available in 38 countries through distributors and over 75 per cent of the company’s revenues come from exports, according to Mr Kaul.

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