Tupperware India has forayed into Dehradun, Uttarakhand, with the launch of its exclusive outlet at Rajpur Road. This launch is in line with the global premium homeware brand’s recent announcement to pursue a multi-channel sales strategy.
Besides opening exclusive brand outlets, Tupperware India has also forayed into the e-tail market in August 2019. Now, its products are listed on Amazon, Flipkart and Paytm, all in harmony with existing direct selling channels. The company also plans to introduce its own web-store as well.
Since August, the brand has unveiled 20 exclusive brand outlets across 14 cities in India.
Talking about the launch of the exclusive brand outlet, Leena Kohli said, “Tupperware products are synonymous with bright colors, high utility value, practical designs and demonstrability, which can be effectively showcased through these outlets. By displaying the entire range under one roof, we will be able to enhance customer engagement and increase the ticket size per purchase. We plan to organize engagement activities on-site which will attract potential buyers and proliferate the brand pull.”
Dehradun: A key market for Tupperware
Dehradun is home to Tupperware's only manufacturing plant in India. It has been been a key market for Tupperware.
Spread over an area of 840 sq ft, the new store located at Rajpur Road will offer a wide variety of products under one roof. The store is designed to engage and excite all generations of Tupperware fans, with customers being able to view solutions for prepping, cooking and even organizing their kitchen.
Dehradun, the capital of Uttarakhand, is one of the most sought after educational hubs. The market is home to some of the best educational institutes that India has to offer, making it popular with the younger audience, who are the apt target audience for the brand.
Deepak Chhabra, Managing Director, Tupperware India, stated, “Dehradun holds a special place in our hearts because it is home to our only manufacturing unit in India. I am happy that consumers in Dehradun will now have the opportunity to experience and buy our wide range of products at the newly launched brand outlet. Dehradun is a high growth market and presents great potential. We are confident that this outlet will help us reach more consumers and bolster our market share in the region.”
Tupperware is looking at launching more than 30 Exclusive Brand Outlets within the current year. Initially, the brand will target locations like Delhi, Mumbai, Bengaluru, Hyderabad, Kolkata, Kochi, Surat, Patna, Ahmedabad, Nashik, Kota, Raipur, Cuttack, and Amritsar for expansion. The company is aiming to reach 35 million households.
The multi-channel strategy of Tupperware will be providing holistic brand experience to customers with appropriate and relevant product lines made available at different touchpoints. In due course, the brand will also look at offering its complete product portfolio through various touchpoints.