Guarantee of a lifetime
Guarantee of a lifetime

Draped in a pleasant pink chiffon sari much complementing the lovely sunny day in mid spring, Asha Gupta almost passed off as a model until I caught hold of her business card that read boldly MD, Tupperware under her name,: such was the tall lady’s persona: charming and elegant, I realized as I met her for the first time at one of the recently held IDSA events. Adding cherry to the icing was her gift of the gab that turned maximum ear drums and eyeballs to her as she spoke hypnotizing everybody with her intelligence and infectious charm. I spoke to her on the sidelines of the event to know the story of Tupperware where she has spent 14 long years (including stints in Europe and India)in capacities that range from Tupperware host, marketing head in Europe to her present role as managing director of Tupperware India.

 

Seema Seth(SS): Tell us the story of Tupperware in India? How has the brand grown under your stewardship?

Asha Gupta(AG): Tupperware India began in 1996. I have been a part of the Indian team since beginning, and seen it grow as a brand and getting accepted in a country where steel dominated  as a preferred choice of utensils for housewives. The last three years saw a revolution and sale increased and started to speak for itself, per se. Today, Tupperware has emerged as second to none in brands. It has become a generic name in food storage, just like Xerox for photo copy.

 

SS: What has been the turnover last year and what has the growth been on Indian shores?

AG: The overall turnover has been 2.3 billion $ and India has seen a growth of 30 per cent in the last year.

 

SS: Who are your competitors? How do you meet the challenge?

AG: As such we have no competitors but we face challenge from manufacturers who design similar products and sell in the market. In terms of recourse, we are fighting in the court and trying to control as much damage as possible and seeking reparation.

 

SS: What is the USP of your products?

AG: Firstly, it is functionality, and secondly, lifetime guarantee.  Your food remains fresh longer in Tupperware and then it is safe as we comply with world standard material which is non toxic, non-carcinogenic, that do not release any harmful chemicals to food material.

 

In terms of a life time guarantee, all products are built to last. You can replace your product any time in your lifetime for free in case of damage. Moreover, spare parts can also be availed of in case you lose the likes of lids and box covers etc.

 

SS: What is your marketing and promotional strategy?

AG: We use attention-interest-desire-act model. However, we are giving the opportunity to touch and feel the product at home parties and in shops with customer engagement activities where we only showcase but do not sell. This is further supported by ads in newspapers and FM radio stations. We do everything to plug in the gap of point of sale so that products are easily available to customers. The biggest challenge is to keep the selling motivation alive at all times. Incentives take in a sense of urgency. We close sales every week, helping us develop a culture of swiftness, so that we can live with failures and work on successes.

 

SS: Your role in CSR?

AG: Our products are designed to use repeatedly, thus reducing unwanted garbage unlike disposable plastic bags and Styrofoam lunch boxes which create much concern to the environment.

 

SS: Explain all the steps that made Tupperware the successful brand it is?

AG: Building the brand, awareness building, prioritizing touch points, engagement activities in shops, world class training, differentiated product, 360 degree marketing and innovative products. Moreover, we have given opportunity to lakhs of untapped talent. Women can sell from the comforts of home and achieve what they could have never otherwise. Our philosophy is Build People to Build Business so we are a people focussed company.

 

SS: Which country tops as the biggest seller? Where does India stand in its map?

AG: Germany. Apropos, even India can be in the top 10 very soon seeing the way it is growing here.

 

SS: What are your summer plans?

AG: We have introduced bottles with save, clean and nutrient rich theme.

 

SS: Your future plans?

AG: We are coming with cookware range.

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