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TTK Prestige on Monday announced the launch of ‘Judge brand of kitchen appliances in India.
The UK brand, which is part of TTK Prestige-owned Horwood Homewares, aims to offer SEC (Socio Economic Classes) ‘B’ and ‘C’ demographic across Tier III, IV and V cities in India, quality kitchen solutions at price points that are 20-30 per cent lower than Prestige.
Judge, positioned as an aspirational value offering for the bottom of the pyramid segment, allows the company to expand reach and tap into an entirely new segment of consumers. Horwood Homewares, which owns the brand, has a rich legacy of over 120 years in the UK.
The launch of Judge Cookware in India, will give the company access to a ₹5,000-crore unorganised kitchen appliances market. The Judge product range will be manufactured in TTK Prestige factories across India.
“Prestige is a premium brand that is part of the ₹7,500-crore organised market for kitchen appliances, which cannot address the needs of all demographics in India. Therefore, we decided to introduce Judge, a value offering which is not cheap, to welcome a whole new set of consumers into the TTK Prestige family,” said Chandru Kalro, Managing Director, TTK Prestige.
Judge products will be available in India this month and will include pressure cookers, induction and non-induction cookware, outer lid and inner lid cookware, non-stick cookware, stainless steel gas stoves and mixer grinders. The products will be retailed at traditional outlets, leading modern retail formats and e-commerce platforms, and will compete with local brands that address the same demographics.
TT Jagannathan, Chairman, TTK Group, said: “We are pleased to widen our core consumer base with the introduction of Judge Cookware brand in India. This is an opportune moment for us to accelerate the company footprint by catering to an entirely new segment of consumers, who might not have the budget or access to the range of existing TTK Prestige products. We are proud to launch a range of high-quality and affordable products that can transform the kitchens of middle and small-town India.”
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