Japanese Kitchen Brand Asahi Kasei Forays Indian Market
Japanese Kitchen Brand Asahi Kasei Forays Indian Market

Asahi Kasei is Japanese brand and a global player in manufacturing of chemical and materials science products. It produces three main food-related products which are available in Indian market, and has no strong competitor against their product range. Recently, the brand has entered Indian market. In an exclusive conversation with, Luve Oberoi, Marketing Manager, Asahi Kasei sheds light on the growth plans of the company for Indian market.

What is your assessment about kitchen appliances market in India? According to you, what are the factors propelling growth in this segment?

 People in India are becoming oriented towards products which are convenient and promote hygiene.  Be it health conscious homemakers or working women, everybody wants efficient and healthy lifestyle for their family, especially in urban settings. Thus, innovative products which allow easy and fast cooking have become kitchen essentials. This freedom to explore a hassle-free lifestyle is due to increase in economic growth that allowed rise in consumers’ incomes and propelled the increase in possession rate of home appliance such as refrigerators and microwaves to preserve food and cook with ease.

Kindly shed light on your current distribution in the online as well as offline space. Going forward, what are the plans to scale up the distribution? Are you working with any modern retailer?

Currently, our products are available in stores across Delhi, Mumbai, Pune, Bangalore, Kolkata, Hyderabad, Chennai as well as, available online at Amazon and Big Basket. We're also working with Big Bazaar, Food hall, Nature’s Basket, A-class general stores, standalone retail outlets, etc.  Going forward, we will work toward building a strong presence on other e-commerce and modern retail platforms in these cities first.

 Kindly shed light on your USP over contemporary brands?

The three products we offer, which are kitchen accessories, have been designed to be a boon for health-conscious homemakers, working women and anyone else who needs to have their food on-the-go. Asahi Kasei Premium Wrap comes with PVDC Cling film which is far superior to PVC or PE cling film. It keeps food fresh for a longer time by preventing moisture and smells from seeping through.

Who do you see as your competition? What are the strategies to counter competition?

Our products are based off innovative concepts, especially the Frying Pan Foil and the Cooking Sheet. As of yet, there is no strong competitor in our product field because we're the first ones to build the market.

At last, kindly highlight your growth plans?

We're currently focusing on building our presence in Delhi, Mumbai, Pune, Bangalore, Kolkata, Hyderabad & Chennai in modern retail, standalone outlets and e-commerce platforms.


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