Tupperware, global premium homeware and direct selling brand headquartered out of Orlando, US, is celebrating its silver jubilee in India this year. Tupperware entered the retail market in August 2019 and has expanded its presence across numerous regions in the past 20 plus months. The brand has been received warmly by its loyal consumers across cities and towns and the fondness for its products, quality, design, and service has grown exponentially.
Tupperware continues to strengthen its footprint in the Western, Southern, and Eastern regions and has recently launched four new brand stores across the nation in metro cities of Kolkata, Chennai, Hyderabad, and Thane where the demand for the brand is high and growing. In a span of fewer than 2 years, the brand has grown its retail channel robustly to launch 91 stores across 56 cities.
The newly launched Tupperware stores will showcase the modern range of kitchenware solutions across the utility cycle of prepping, cooking, serving, and storage. Tupperware, from being a direct selling brand, has come a long way since 1996. Today, the company has 91 stores across three key formats, premium, compact, and kiosk, which allows flexibility and room for customization based on the requirements.
Speaking about the store launches and business transformation, Deepak Chhabra, Managing Director, Tupperware India, said, "Tupperware offers products that are experiential in nature. While our consumers trust us completely for the quality, they wish to touch and feel the product and review a diverse range of magical product categories, so they understand the functionality better and embrace its innovative design that exudes a sense of joy. This can best be done in a brick-and-mortar medium of retail sales and we are complimenting this experience with digital assistance and enhancements."
"Owing to the strength and positivity of our brand, and much love and loyalty of our consumers, we have been sailing through the challenging COVID-19 situation and intend to remain strong going forward. In the past months, our stores across metro and non-metro cities have been received with an immense amount of love. And Tupperware will continue to lift the spirits through newer innovations to nurture a better future for our families, communities, and our environment every day. I am glad that we will now be accessible for our larger set of consumers across these cities, and people will have the opportunity to experience and buy our wide range of products at these stores. We are confident that we will be able to penetrate much deeper across markets in times to come," he further added.
Consumers have discovered a new found love for the brand as the demand for kitchen solutions has gone up. Today, Tupperware records ‘Prep n Cook’ as its most demanded product category across the country. While ‘Storage’ and ‘Prep n Cook’ are the most selling product categories offline, online sales are currently led by the brand’s iconic conversation, dry storage & containers range.
As the brand enters its 25th year in India, Tupperware aims to launch additional stores nationally taking the total count of exclusive brand stores to 180 by the end of 2021. These state-of-the-art stores are designed to offer an experiential tour of Tupperware’s magical world to the consumer where they can immerse themselves in the Tupperware ‘Good Life’ physically and virtually to learn about solutions and enhance their daily food rituals with the brand.