FROM ASPIRATIONS TO REALITY

The increasing number of nuclear families, rising disposable incomes, affordability, and easy budget is driving awareness levels and demand for modular kitchens,  According to a report by RNCOS, ‘Indian Housing Sector Analysis’, modular kitchens are rapidly becoming integral part of the Indian residential market. The rapidly growing residential complexes, changing lifestyle, and Western influence have stimulated the demand for modular kitchen across the country. Besides, the companies are also offering lucrative price range for both value conscious and luxury seekers, inducing high demand for modular kitchens. 

 

The manufacturers are now expanding their offerings to individuals as well as institutional buyers. “The real estate boom helps us in bulk selling and also doing individual kitchens as people are buying new houses," says Abhineet Seth, Head-Home Business (NCR), Home Town.

 

The awareness is growing among consumers and this can be attributed to people travelling across the globe and being exposed to the living ways people follow. “The Indian consumers now know the concept of modular kitchens; it’s still more driven by reading about it somewhere or by seeing it at someone’s place. We try and make them understand what exactly goes into a modular kitchen," adds Seth.

 

WHAT’S IN TREND?

The Indian consumers have become very selective of what they need in their kitchens. Moreover, with the kind of exposure and awareness, they exactly know what they want.

 

“As nowadays, people prefer open kitchens, they ensure that their kitchens are well in sync with their complete interiors which will include their tiles, flooring, walls and even furniture," adds Seth.

 

OPTING / BUYING COMPLETE SOLUTIONS

Modular kitchens are no more limited to being just the cabinets; the consumers are going in for complete solutions which also include appliances and other kitchen accessories. This scenario can be well judged when we see brands like Magppie and Arttd’inox taking a step forward and launching modular kitchens. 

 

The concept of solution buying wherein providers forge alliances with complementing products is the future of the kitchen business. No brand or solution provider can do without alliances. This trend is already quite prevalent in the European and American markets. “At Timbor, we have tie-ups with leading hardware, sink and appliance brands which enables us to combine our strengths and offer a complete solution. An appliance on its own does not really have any value,” says Anant Maloo, Chairman & MD of Timbor Home Ltd.

 

GETTING TO CONSUMERS

The modular kitchen providers are not leaving any stone unturned to get to the consumers and creating a brand image for themselves, in this time, when the competition is cut throat and the market is booming. Moreover, with strong marketing strategies there is also a need to make the customer feel special by offering them customised consultation and solution, which not only makes a customer for life but also promotes the brand further to other consumers.

 

“We promote our modular kitchens as a necessity. We feel that every woman needs an organised kitchen and having a good kitchen is her birthright and we ensure providing the same to our customers. Regarding business enquiries, most of them are generated through word-of-mouth. We do advertise in newspapers, magazines, hoardings, hold consumer connect events and the like. But, it is the third party referrals that are extremely important. Happy and satisfied customers are our brand ambassadors and one customer links us to another. Our customer service, after sales service and follow up keep us in touch with our old customers and help bring in new ones," says Maloo.

 

In this scenario, where people are buying new homes and plan to invest lakh of money in it, they want to have the right person designing it. In case of modular kitchens, it has been depicted that the architects or interior designers act as influencers in buying. 

 

But they have emerged as a reference point for modular kitchen providers. Most of these brands work closely with interior designers and architects, who work as consultants and sometimes as reference points.

 

OFFERINGS AND FUTURE PLANS

Home Town, a part of the Future Group, which retails Kesseböhmer kitchen, has also acquired three vendors who manufacture exclusively for the home solution retailer.

 

Home Town and Home Town Express stores are currently 40 in number along with four more exclusive Home Town Design & Build Studios which offer end-to-end design and build services to the consumers. Home Town has aggressive expansion plans and would like to double this number in the next three to four years.

 

Timbor Home Ltd, a complete furniture solution provider, has been a known name in modular kitchens arena. It offers modular kitchens under two brand names, IKI Kitchens, a high end brand, and Timbor Cucine Kitchens which caters to upper middle segment. For modular kitchens, “Timbor has a pretty massive retail presence with 120 stores across 19 states and 72 cities in India. It has retail presence in cities including Mumbai, Delhi, Surat, Jammu and others." adds Maloo. Moreover, it also has six large format company owned stores too, which are not only specific to kitchens but furniture too.

On the other hand, Arttd’inox, which has recently ventured into the modular kitchen segment, is currently present in top five metros of the country. By this year end, it plans to double the count to 10 outlets. Talking about penetration into other cities, Deepika Jindal, MD of Arttd’inox adds, “There is a lot of potential in tier I and tier II markets. Consumers are well travelled, have financial potential, are aspiring for the best in the world for their family and home, and therefore these cities are high potential markets."

 

Evok plans big for their modular kitchen segment. “Modular kitchen currently holds 25 per cent share of Evok’s total revenues and we are looking at taking this share to 45 per cent by opening up more stores which would be both company owned and franchised. We want to penetrate further into smaller cities," says Yashpal Manik, Head-Sales & Mktg, Evok.