Founded in 1928, T.T. Krishnamachari pioneered organised distribution in India for a wide range of products ranging from foods, personal care products, writing instruments to ethical products. Today, the TTK group spans 30 product categories with 7 group companies and a turnover that crosses 30 Billion rupees. The group company products reach every continent of the world.
What is unique about your products?
We are value for money and provide customers with products with reliability and durability.
What are the current and new launches that you are witnessing in this space?
TTK Prestige has huge variety of festive offers that is bound to be on the wish list of every food connoisseur and homemaker in the nation. For the Masterchef wannabe, look no further than the Omega Gold series Cookware, which is the ’New Gold Standard in Cookware’ and has a special price ranging between INR 800 to INR 1500. This comes with unique Premium Teflon Radiance Coating and an extra thick 3mm body offering maximum durability. For the innate foodie who puts a premium on healthy eating, the attractively styled Prestige Air Fryer is the perfect gift, which can be purchased for INR 6520. This contraption allows you to fry, grill, bake and roast without using any oil. The Air Fryer is equipped with manual controls, pre-set cooking menu, and an easy to clean frying basket. Designed to be the world’s slimmest cook top, the Prestige Hobtop is both, a gas stove and a hob. With knobs conveniently placed on the top, the Hobtop comes with advance feature which makes it convenient for cooking. In addition, the toughened glass surface is not only elegant to look at, but also easy to clean. And to top it all, the Hobtop has burners and other components from Sabaf, which is one of Italy’s leading brands for gas top and hob components. During the festive season, the Hobtop can be purchased for INR 9700.
Tell us about your business model?
Prestige business model has authorised dealers, authorised redistribution dealers, modern trade, exclusive franchised brand stores, gas dealers of oil companies, e-commerce and canteen stores department. The brand provide good lineage to its franchisee with 24-36 per cent RoI. They are the first retail initiative in this category.
Which merchandise and price points are growing faster than others?
Appliances that are convenience products with the high disposable incomes are the ones, which people looking for aids to their cooking.
What kind of support do your provides to your investors?
Every franchisee and their staff is trained twice a year on every aspect of the business, including product, marketing, commercial, software and selling skills.
Online selling of home decor products has gained momentum in India. Has this affected your marketing strategy?
It has helped us as people are spending more on home and this has helped to increase consumption.
What are your expansion plans?
At present, we have 540 exclusive stores that only sell our products. We are looking at adding 40-50 stores by 2017.
In a rapidly evolving digital commerce landscape, Digihaat emerges as a transformative force, leveraging the Open Network for Digital Commerce (ONDC) protocol to empower underserved sellers and expand e-commerce access in India. In an exclusive interaction, Rahul Vij, COO of Digihaat, sheds light on how this buyer application is reshaping the industry by ensuring a fair, transparent, and sustainable marketplace for both sellers and buyers.
Digihaat is an ONDC protocol-enabled buyer application that acts as a front-end interface connecting sellers to buyers. Explaining the platform, Rahul Vij stated, “Digihaat operates like any other buyer application, but its entire supply chain, backend services, and technology stack are sourced through the ONDC protocol. This allows any seller onboarded via ONDC to gain access to a vast digital marketplace.”
Unlike traditional e-commerce platforms, Digihaat does not impose a centralized control over sellers but instead provides them with a democratized ecosystem, where they can independently manage their inventories and sales without paying heavy commissions.
Digihaat is committed to making e-commerce more accessible and inclusive, particularly for small and rural businesses. “The idea is to help sellers increase their audience reach and integrate them into India's digital economy. We align closely with the local for local initiative, ensuring small businesses, entrepreneurs, farmers, and artisans get a fair marketplace,” said Vij.
A key challenge in the current e-commerce ecosystem is the lack of visibility and support for local and underserved businesses. By leveraging ONDC, Digihaat ensures that these sellers are not overshadowed by larger players but receive equal opportunities to showcase their products across the country.
Seller onboarding is facilitated through seller network participants (SNPs), who assist in managing catalogues and deliveries. Vij explained, “These network participants take care of onboarding, managing the catalogue, and ensuring seamless deliveries for sellers. They play a crucial role in bridging the gap between independent sellers and the ONDC ecosystem.”
Currently, e-commerce penetration in India is at just 6 percent, leaving immense room for growth. Digihaat aims to onboard the remaining population through a transparent, efficient, and scalable model. “Our vision is to empower not just buyers but also millions of sellers across India. When a revolution of this scale happens, the ease of selling and buying transforms, much like India’s UPI revolution,” he remarked.
By lowering entry barriers and simplifying digital transactions, Digihaat intends to replicate the success of digital payment systems within the e-commerce space.
Digihaat is aligned with the Make in India movement by promoting local artisans, MSMEs, and traditional businesses. The platform has launched a dedicated section, Amazing India, featuring handicrafts, textiles, and artisanal products year-round.
“Amazing India will permanently showcase various indigenous crafts and self-help group products, reinforcing our commitment to India’s rich heritage. Different festivals and seasons will highlight different crafts, from textiles to handmade diyas and jewelry,” explained Vij. This initiative ensures a sustainable and consistent platform for local businesses to thrive.
Technology is at the heart of Digihaat’s operations. The platform integrates AI-driven solutions to improve seller discoverability and optimize operations.
“We are building a tech-first marketplace that simplifies seller onboarding and enhances buyer experiences. AI will help enhance product visibility and create a seamless experience for both sellers and buyers,” he shared.
Sustainability is a growing concern in e-commerce, and Digihaat takes a proactive approach to addressing this challenge.
“Our open network model removes middlemen, ensuring sellers retain a larger share of their profits. By eliminating unnecessary operational inefficiencies like inventory holding costs and logistics complexities, we maintain a transparent, sustainable, and cost-effective model,” highlighted Vij.
Unlike traditional e-commerce platforms, Digihaat does not impose predatory commissions or hidden fees. The platform's goal is to create an affordable network that benefits both buyers and sellers without inflating costs through deep discounting tactics.
Digihaat evaluates its success based on the number of unique sellers gaining customers, the percentage of first-time buyers, and the overall user retention rate.
“For us, success means empowering first-time sellers and buyers to embrace digital commerce. Our goal is to digitize as many small businesses as possible while ensuring an experience that matches leading e-commerce platforms,” he emphasized.
Digihaat envisions a future where ONDC fosters a truly open e-commerce ecosystem.
“ONDC ensures that once a seller is listed, they can operate independently without paying exorbitant commissions. Digihaat acts as a trusted window for these sellers, giving them the visibility and confidence to reach new digital shoppers,” asserted Vij.
Digihaat is not just targeting Tier II and beyond markets but is a pan-India initiative. Sellers come on board via self-help groups, SMEs, and established brands, creating a universal network where small businesses and major players coexist with equal opportunities.
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