Archana Sharma – New Delhi
In an effort to expand their product portfolio in India, KitchenAid, the Whirlpool’s kitchen appliances brand, has charted out an elaborate plan to launch one new product every quarter of the year. Elaborating on the same, Mohit Jain, regional director, Asia Pacific, KitchenAid Small Appliances, stated, “Presently, the Indian market has only about 10 per cent of the global product portfolio, with around 20 products of different variety and design. And therefore, we are looking at launching at least one product in every quarter of each year, giving the product and our team ample amount of time to adjust to the Indian market.” During AAHAR 2015, KitchenAid launched its 14 cup food processor with Exactslice Innovation and a 6.9Lt Professional Bowl Lift Stand Mixer and professional Bakeware.
Talking about the various challenges and opportunities, Jain believes that even though the brand awareness isn’t as much as they hope, KitchenAid is well known amongst the chef community in India. “We are also looking at tying up with various cooking schools and educating the consumers through digital mediums,” he said.
Jain also informed that home bakers and Tier II cities are the major source segment for the KitchenAid. “The major metro cities have innumerable eating out options unlike the smaller regions with limited options and venues and therefore, the focus is to target these segments more,” he stated. Launched in India in 2013, KitchenAid is available across 40 outlets in India at present.