Eyeing growth in the premium segment, Tefal has expanded into the smart home appliances category, and is aiming to grow its distribution network across the country.
The company introduced a range of home appliances such as pureGrind mixer grinder, revive ceramic range, Intensium stainless steel tri ply range, flavour force titanium coated cookware, dual-basket air fryer and electric pressure cookers.
“We are expanding into a newer and bigger category. At the same time, we are also expanding the portfolio of some categories, including cookware, in which we are present. We are launching newer ranges and sizes. The disposable income is increasing in Tier 1 and Tier 2 cities, and we do see premiumisation. We are focusing on growth and penetration. We want to reach 10,000 retail outlets with 200 distributors by the end of this year,” Ashish Kakkar, CEO, Groupe SEB India, told businessline.
The company plans to grow its e-commerce network footprint. “We are present with selected categories in e-commerce, but plan to further expand our footprint. Presently, we are close to 20 per cent, but over the next three years, we see 35 per cent of the revenue coming from e-commerce,” he said.
Localisation ramp up
The company has increased its localisation and is manufacturing at its facility located in Baddi in Himachal Pradesh.
“Fifty per cent of our products will be manufactured locally in our plant in Himachal Pradesh. Mixer grinders and juicers, from the start till the final goods, will be manufactured locally. We do import components of some products that we sell in India,” added Ashish Kakkar.