Kitchenware brand Tupperware to tap online shopping boom in India with multi-channel strategy

Tupperware, US-based kitchenware brand, has adopted a multi-channel strategy, a combination of physical stores and online site, for increasing its footprint as well as tap the online shopping boom in India.  

Tupperware, which was primarily into direct sales, is now venturing into the fast-growing online segment, apart from having exclusive brand outlets in key cities. With this, the brand aims to double revenues in 3-4 years and increase its market share to 25% from 8%.

According to its online strategy, the company will start listing a majority of its products on e-commerce platforms like Amazon and Flipkart through authorised sellers this month. 

Deepak Chhabra, Managing Director of Tupperware India, said, “In the past few years, consumption patterns have seen a rapid change. In line with the evolving market dynamics, we felt there was an urgent need to adopt a multi-channel strategy to increase access to our products and help the brand reach out to new consumers. We believe this multi-channel strategy will help us double our business in the next five years.”

“We plan to open 30 outlets by this year-end. Thirteen outlets have already been signed and are in various stages of fitout. By next year-end, we plan to open an additional 100 outlets,” he added.

Initially, the company will open these franchise-run stores in key cities like Delhi, Mumbai, Bengaluru, Hyderabad and Pune among others.