We will achieve 70 percent Made in India products by 2025: Kutchina MD

What has acted as a catalyst to gain demand in the end to end kitchen segment in India?

Unlike our competitors who sell appliances not limited to kitchen essentials, we only focus on the kitchen segment which helps us have an edge over others and predict consumer requirements accurately.

Could you elaborate on Kutchina's focus on Make in India products?

Earlier, we were only into big appliances but we have shifted to modular kitchens and are also looking to enter into the wardrobe market. Our modular kitchens are made in India and small appliances like mixer grinder and kettle are 40 percent manufactured in India.

We hope that our products will be 70 percent Made in India by 2025.

 

What buying patterns have emerged due to the disruption caused by Covid19?

As people have been forced to stay at home for such a long time, many of them have started experimenting with food that has led to a surge in sales of small appliances. Even the acceptance of modular kitchens has increased because customers have felt the need to make their kitchen stand out.

Among the four verticals Kutchina caters to, which one looks more promising?

In the big appliances section of kitchenware, we were already placed in a comfortable position and the sales are rising. However, sales and penetration in the modular kitchen and small appliances segment has been proliferating, plus we have been able to enter tier 3 cities.

Who are your biggest competitors and how do you differentiate yourself?

Competition is different in all our verticals. In smaller appliances, Elica and Faber are our opponents, Sleek and Spacewood are present in the modular kitchen market even in the small appliances space Bajaj is there as a national level player.

What helps us is that we only focus on kitchen appliances. In the modular kitchen space, we have a stronghold in major project based works with the likes of Indian Institute of Technology (IIT) and with other individual clientele.