After you buy a luxury home, expensive art and exquisite wine collection, the kitchen in the home cannot be ho-hum. Kitchens in Indian luxury homes are getting a makeover. Money is flowing into the kitchens with spends of R15 lakh to R20 lakh for premium imported appliances for cooking, baking, ventilation, washing, cleaning and cooling.
In some homes it does touch the R1 crore mark too. No room free standing mass market appliances here. Built-in is in. And customized too it has to be. Built in refrigerators, freezers, wine cabinets, chest freezers and even cool minis for cigars. Installing wine walls are the new range. German, Italian and American premium appliances are the new luxury statement in these homes.
German luxury brand Miele’s subsidiary, Miele India, was among the first to start operations in India. Here since 2009, when even a niche market was inconceivable for such high-end products, Miele India has made inroads into homes of HNIs and NRI returnees.
The NRIs are looking to replicate the same experience they enjoyed overseas back in India, says Rana Pratap Singh, MD, Miele India. Singh estimates this to be a market of 1,50,000 households across the country with buyers from business families, professionals, bollywood, cricket and political families.
According to Singh, the appliance budget could start at R10 lakh and go up to R1 crore easily. These buyers are keen on buying products from European brands as they look for differentiation, adds Singh. “The cost of these appliances are six to seven times more that the mass market products,” says Singh.
Miele has tied up with premium modular kitchen makers and target those spending R20 lakh to R25 lakh on kitchen makeover. Miele India struck a R133 crore deal with a luxury real estate developer, M3M in Gurgaon for pre-fitting 3,000 homes with these luxury appliances. In Mumbai, Miele tied up for the Lodha World One and Lodha World Crest for installing their products.
Another German Eoro 9.8 billion company Liebherr is betting on this upper middle class market segment with installing premium appliances into their kitchens.
Liebherr has been testing the Indian market since 2013 when it was selling products in India through another German company, Hafele, which was importing these appliances into India. Now as part of its growth strategy Liebherr is entering the domestic refrigerator and freezer market on its own with built-in refrigerators with different cooling zones, special wine cabinets, under counter freezers, side-by-side appliances.
A range of ornate sophisticated designer wine display and storage from Torino-based Italian company Expo SRL has also found its way to Indian homes through Benneta Barscope.
Benneta has already brought luxury bar equipment brand Glastender and blender maker Blendtec to India and Expo is their latest tie-up for India for wine connoisseurs. Vickram Mederata, director, Benneta Barscope, says wine walls are a rage in the farm houses in the NCR region. A lot of farmhouses are creating wine walls and two to three bar areas because they are buying and collecting wine, says Mederata.
This is a highly niche segment with the NCR, Mumbai and Bengaluru the top markets. These frames for wines cost something between R1.5 lakh to R12 lakh for a 7 ft x 7 ft For special edition and vintage wines, there is the Expo’s Quadro range. It is a satellite refrigerated frames that goes on to the walls and stores one to five bottles of wines or champagnes in cold temperature.
These Expo wine cabinets have different temperature zones –4 degree C for champagne, 8 degree C for white wines, 12 degree for rose and 18 degree c for red wine.