Wonderchef enters Gujarat to achieve Rs 500 crore mark

Sunil Pol

In its endeavour to achieve Rs 500 crore revenue milestones by 2020, Wonderchef, one of India’s fastest growing premium kitchen appliances and Cookware Company has embarked on all trade channels in Gujarat, with special focus on Ahmedabad.

“Gujarat is India’s engine for economic growth. Hence, we are expanding our presence in the state to 365 dealer outlets from 120 outlets over the next one year. We also intend to increase our distributor network from 4 to 9 in the direct marketing segment,” shared Ravi Saxena, Promoter & Managing Director, Wonderchef.

In the modern trade channel, Wonderchef plans to expand its presence with partners like Shoppers Stop, HomeStop, Home Centre, @Home and Hypercity in Gujarat.

As part of its communication strategy, Wonderchef would also dub its TV shows in Gujarati in the next calendar year and beam them on Gujarati channels.

“Our direct marketing network of trained members is spreading fast across Gujarat”, added Saxena.

Having achieved a milestone of Rs 150 crore revenue mark in the first five years, Wonderchef has plans to add a fifth dimension to its Omni-Channel retailing via brick and mortar exclusive outlets of 1,000 square feet in key metro cities of the country.

So far, Wonderchef was focused on Retail (sales contribution for which is 30%), Direct Marketing (sales contribution for which is 25%), Online (sales contribution for which is 25%) and TV (sales contribution for which is 20%).

In addition to its existing segment of cookware and electrical appliances, Wonderchef also plans to foray into bakeware and is set to introduce a unique range of bottles and flasks.

‘We have created the awareness of healthy eating in our customers. Baking is the next level of sophistication that customers wish to try. Wonderchef is creating a complete range of products to support this trend,’ pointed Saxena.

Organized cookware market in India is estimated at Rs. 4,000 crore while electrical appliances in kitchen are estimated to hold a market size of Rs. 10,000 crore. Wonderchef aims at being among top 5 players in this market.

Recently, the brandlaunched seven products including four cookware and three appliance sets to light up the celebratory mood. This has been backed by a massive brand building exercise and sales push by adding key professionals in the team. This upsurge has indeed expanded the company to grow 3 times stronger.

The brand has changed the way consumers look at their cookware. “No one thought cookware could be beautiful”, pondered Saxena. “Wonderchef brought colour, designs and shapes in cookware that were never seen before. They perfectly complement the classy modular kitchen that customers are investing in”.

The company believes that consumers are now striving for unique and stylish cookware products that suit their lifestyle and personality and want something eye-catching to cook and serve food in.