Food Preparation Appliances in India

PROSPECTS

Rural electrification has potential to boost demand

The government scheme, Deen Dayal Upadhyaya Gram Jyoti Yojana, aims to provide a continuous supply of electricity to rural India. The implementation of the scheme has the potential to support rising demand for kitchen appliances, including food preparation appliances, in rural areas, which are characterised by low levels of product penetration.

Indian cooking habits provide notable opportunities

Blenders dominates sales of food preparation appliances in India. The relatively strong demand in the category is supported by the prominent role of powdered spices and other ingredients in traditional Indian cooking.

Growing demand for convenience supporting demand

Convenience is a key factor in the development of food preparation appliances, especially as modern lifestyles become increasingly hectic. Products such as blenders and food processors save busy consumers a significant amount of time when engaging in activities such as crushing, grinding and blending cooking ingredients compared with doing such tasks by hand.

COMPETITIVE LANDSCAPE

Bajaj Electricals retains lead and targets local demand

Bajaj Electricals Ltd retained the lead in food preparation appliances in 2019. The company has a strong presence across a range of categories, including blenders and food processors, and benefits from significant brand equity, a strong distribution network and competitive pricing.

A fragmented category

Food preparation appliances is a relatively fragmented category, with a large number of national and regional players having a strong presence. National players include Bajaj and TKK Prestige, while those dominating in particular regions include Preethi and Butterfly.

Local players focused on competitive pricing

Local manufacturers have fared well in sales of food preparation appliances, owing to the lower price points of their products. To compete with local manufacturers, international manufacturers have adopted tactics such as offering heavy discounts on their products to attract consumers.

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