Small Cooking Appliances in India

PROSPECTS

Demand for easy-to-cook and healthy meals drives demand

The demand for small cooking appliances is primarily from urban consumers who lead hectic lifestyles. These consumers are typically time-starved and are open to purchasing appliances which save them time.

Freestanding hobs and rice cookers have the highest sales

Freestanding hobs is a highly penetrated category in India, and gas stoves can be seen in almost every Indian household. In a highly penetrated category with saturated demand, companies are focusing on driving premiumisation, and are introducing models made with materials such as glass, upgrading from the traditional stainless steel.

The increasing influence of Western lifestyles and cuisines boosts sales

The food habits and preferences of consumers in urban India are slowly changing. People are now acquainted with Western food culture, and thus want to try dishes which involve grilling, toasting and baking.

COMPETITIVE LANDSCAPE

TTK Prestige focuses on innovation, product differentiation and distribution

The marketing efforts of players have helped create awareness of small cooking appliances amongst consumers. Successful marketing by players such as TTK Prestige, Bajaj Electricals and others has created a market for small cooking appliances in India.

International players face competition from regional, local and unbranded players

Given the significant growth potential in small cooking appliances, it has attracted the attention of new national, local and regional players, coupled with rising competition from existing players. Given that the category is price-sensitive, local companies tend to resort to irrational pricing that sometimes impacts industry margins.

Incentives and alternative distribution channels

Companies also work on strengthening their distribution networks by rolling out attractive reward incentives for trade partners. They also note that focusing on alternative sales channels through institutional sales, internet retailing and others helps to strengthen their positions in the category.

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