The US-based World Kitchen, which entered the Indian market in 1998 with dinnerware (glass) brand Corelle, besides Corningware (glass ceramic), Pyrex (glass bakeware) and Visions (cookware), is looking to expand its base in the country aggressively. To this end, the Illinois-based houseware company has launched a wholly-owned Indian subsidiary, World Kitchen (India), and has tied up with TTK Prestige, maker of pressure cookers and kitchen appliances, as a dedicated partner for the southern markets for brands other than Corelle.
“World Kitchen (India) has tied up with TTK Prestige as a dedicated partner for distribution of Corelle in the southern markets. Under this alliance, TTK Prestige will sell Corelle products in the south, and will distribute non-Corelle products like Corningware, Vision, Pyrex and Snapware across India. Across the north, east and western regions of the country, Corelle will be sold directly by World Kitchen through retail outlets and its channel partners,” says Nandina Ramchandran, country general manager, World Kitchen, India. Ramchandran rules out the scope of cannibalistaion.
World Kitchen has chalked out a 360-degree campaign to spread awareness and will spend “a few million rupees” on the same. It has roped in WPP Group’s Contract Advertising to handle its creative chores.
Globally, World Kitchen operates in the kitchen, storage and dining solutions. The decision to launch a separate subsidiary was taken to move away from a distributor-led model and ensure a wider footprint, according to the company. It also provides World Kitchen with better control over local sales and marketing activities together with improved customer service standards. In its first year, World Kitchen India will focus on consolidating its distribution channel besides focusing on brand building. It hopes to sign up a hundred plus distributors in India by the year-end.
According to a prepared note from the company, “Over the past decade, we have been witnessing high growth in segments such as crockery, with a market size of around $726 million and growing. Even with the overall house ware industry at $3.3 billion, the Indian market still has enormous growth potential.” With the increase in double income households the houseware market is changing rapidly in terms of demands in style, design and material used in production. “Indian consumers are demanding houseware that go beyond durability and fit their sophisticated lifestyle,” says Ramchandran,
World Kitchen notched up close to $10 million in sales from India in 2011, with its flagship brand Corelle contributing upwards of 90 per cent. Currently, Corelle is available in over 3,000 outlets across the country.
Before launch, the company had thoroughly researched the market to find out about the tastes and preferences of the Indian consumer. “We’ve launched an India series that is inspired by the patterns and colours that Indian consumers prefer. This has been developed at World Kitchen’s Asia Innovation Centre in Singapore,” adds Ramchandran.
According to various news reports, TT Jagannathan, chairman of TTK Prestige, has said that TTK expects to earn Rs 50 crore from the joint venture with World Kitchen by 2013.
