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Viveks opens outlets for kitchen, home accessories

Swathi Moorthy Chennai | Updated on January 23, 2018

Home appliances retailer Viveks has ventured into the kitchen and home accessories segment with the launch of two exclusive showrooms in Chennai this month.

One more will be opened in Coimbatore soon.

The stores have products ranging from glassware, ceramics, kitchen tools and gadgets to luggage.

BA Srinivasa, Director, Viveks Limited, said, “With increase in the number of working women and changing lifestyle, the need for sophisticated kitchen items has risen.” Ease of use and convenience along with aesthetic appeal drivethe demand for kitchen and home accessories, according to him.

Good potential

“We launched the kitchen products and accessories in the Viveks showrooms as a separate category in 2013. We studied the market and decided to open a showroom as we realised it had a good potential,” Srinivasa said.

BK Vinay, Vice President – Projects and Operations, Viveks, said, “Another reason for a showroom was to exhibit the whole range of products.” The store has about 1400 varieties of kitchen and home utility products, which they couldn’t display in the limited space available in the retail store. Imported items like ceramics and plastics, sourced from Thailand and China, account for around 60 per cent of the total stock, which is worth ₹2 crore.

Imported goods

“Imported items are our differentiator as the items are unique and are not available in most of the stores,” Vinay said.

Stating that the kitchen accessory as a separate segment in India is still nascent, Vinay said there are not many takers for kitchen gadgets in India. The market has a huge potential as the segment is getting modernised and many people are aspiring for better quality and sophisticated utilities.

There are currently two stores in Chennai and plans are under way to open a store in Coimbatore. Vinay said, “As we are new players in the market, we are experimenting with small store as well as big store format. The three pilot stores will be used for studying the market and understand the needs of the customer before expansion.” Currently self-funded, the company would look at raising funds after 6 months.

Apart from B2C, the company will be focusing on B2B as well. Vinay said gifting is another area of interest and they have received orders from companies for gifting their employees.

Challenges ahead

One of the major challenges faced by the company is the trained sales force. “Unlike bigger retail stores where one person was enough for the kitchen accessory unit, we need different people for each category. So, we are in the process of training and educating our sales force,” Vinay said. Additionally the company is also working on its display by placing items scientifically, for which a separate team is involved.

Published on October 30, 2015

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