Wonderchef to create opportunities for 1 lakh women across India by 2020

Chef Sanjeev Kapoor owned kitchen appliance brand Wonderchef is planning to expand its retail footprint in the city with three more stores. This is a part of the larger plan to set up 40 company-owned stores across the country in the next two years, at an investment of close to Rs 20 crore.

Ravi Saxena, managing director, Wonderchef said “Gurgaon is our largest market, with the highest average selling price, of Rs 3,800. The city also accounts for 5% of our total online sales, which is huge. At present, the company has one store in Gurgaon, which opened doors a few weeks ago. Target customers in Gurgaon are conscious about design and want premium products that help make healthy food, such as soup makers and juicers”.

Company, which has a turnover of Rs 200 crore, has 10 stores in India and also sells through multi-brand retail outlets, a direct sales network of 50,000 women, teleshopping and ecommerce channels. It is targeting touching a turnover of Rs 500 crore by 2020.

According to Research and Markets’ latest report, the kitchen appliances market recorded strong growth, with a CAGR of over 13% during the review period of 2011-16. It is forecast to grow at a double-digit CAGR of 15.41% during 2017-22.

The growth is on account of rising per capita disposable incomes especially upper and lower middle income groups that continues to drive the market.

Wonderchef, one of the finest cookware and appliances brand of the country, created by Chef Sanjeev Kapoor, has launched the EasyLite - Finest Gas Stove Lighter, Nutri-Blender Juicer Mixer Grinder, Oven Toaster Griller and Caesar Casseroles.

Kitchen has now become an extension of the living space and the personality of the homemaker.

Wonderchef has come up with the Easylite lighter which claims to enhance the safety of kitchen and assures the lighting of gas everytime as it does not require and recharge or battery. It is fitted with indestructible crystals and promises the same performance year after year.

A multipurpose Nutri Blender Juicer Mixer Grinder has all the features for kitchen. It comes up with powerful 750W JMG is made up of the high quality stainless steel micro mesh filter for maximum juice extraction with die cast metal base for durability. It also has super sharp blades which offer fine grinding and convenient juicing. A mixer with noise reduction technology makes the work easy and peaceful.

Wonderchef has introduced the OTG 19L which can be used for baking and grilling simultaneously. It has stainless steel heating elements and has temperature control upto 250℃. It also have auto shut off timer function with ready bell t is equipped with rotisserie and convection function for ideal tandoori cooking. It also has Stay-on function to keep the food warm for hours even after food is cooked.

When it comes to casseroles, these die-cast aluminium casseroles are heavy, classy, elegant and easy-to-use. They are perfect for making gravies, biryanis, koftas and more.

Sunil Pol

In its endeavour to achieve Rs 500 crore revenue milestones by 2020, Wonderchef, one of India’s fastest growing premium kitchen appliances and Cookware Company has embarked on all trade channels in Gujarat, with special focus on Ahmedabad.

“Gujarat is India’s engine for economic growth. Hence, we are expanding our presence in the state to 365 dealer outlets from 120 outlets over the next one year. We also intend to increase our distributor network from 4 to 9 in the direct marketing segment,” shared Ravi Saxena, Promoter & Managing Director, Wonderchef.

In the modern trade channel, Wonderchef plans to expand its presence with partners like Shoppers Stop, HomeStop, Home Centre, @Home and Hypercity in Gujarat.

As part of its communication strategy, Wonderchef would also dub its TV shows in Gujarati in the next calendar year and beam them on Gujarati channels.

“Our direct marketing network of trained members is spreading fast across Gujarat”, added Saxena.

Having achieved a milestone of Rs 150 crore revenue mark in the first five years, Wonderchef has plans to add a fifth dimension to its Omni-Channel retailing via brick and mortar exclusive outlets of 1,000 square feet in key metro cities of the country.

So far, Wonderchef was focused on Retail (sales contribution for which is 30%), Direct Marketing (sales contribution for which is 25%), Online (sales contribution for which is 25%) and TV (sales contribution for which is 20%).

In addition to its existing segment of cookware and electrical appliances, Wonderchef also plans to foray into bakeware and is set to introduce a unique range of bottles and flasks.

‘We have created the awareness of healthy eating in our customers. Baking is the next level of sophistication that customers wish to try. Wonderchef is creating a complete range of products to support this trend,’ pointed Saxena.

Organized cookware market in India is estimated at Rs. 4,000 crore while electrical appliances in kitchen are estimated to hold a market size of Rs. 10,000 crore. Wonderchef aims at being among top 5 players in this market.

Recently, the brandlaunched seven products including four cookware and three appliance sets to light up the celebratory mood. This has been backed by a massive brand building exercise and sales push by adding key professionals in the team. This upsurge has indeed expanded the company to grow 3 times stronger.

The brand has changed the way consumers look at their cookware. “No one thought cookware could be beautiful”, pondered Saxena. “Wonderchef brought colour, designs and shapes in cookware that were never seen before. They perfectly complement the classy modular kitchen that customers are investing in”.

The company believes that consumers are now striving for unique and stylish cookware products that suit their lifestyle and personality and want something eye-catching to cook and serve food in.

Wonderchef, one of the largest premium kitchen appliances and cookware brand which has received funding from Zurich-headquartered investment firm Capvent, is set to expand its manufacturing and distribution network in India.

"We plan to invest about Rs 30 crore in manufacturing and marketing Wonderchef to create a powerful brand in kitchen appliances," said Ravi Saxena, Founder and MD, Wonderchef Home Appliances (P) Ltd.

In last five years, Wonderchef has established itself as country's most preferred brand of healthy cooking appliances.

“We not only gained the love and trust of our customers, but also built a profitable business. A number of leading investors approached us to become a part of the growing Wonderchef family. We are delighted to inform that we have partnered with Capvent, a fund known for its high quality team and a strategic outlook towards building brands and businesses,” added Saxena.

The appliance maker also raised funds recently from Capvent which will be used for building brand, reinforcement of design team to develop more innovative products for the Indian market and increasing distribution.

The company also plan to set up a fully integrated manufacturing unit in the country for high-end cooking appliances.

"Wonderchef has fulfilled my vision of reaching my fans with not only my recipes but also with the right equipment to cook them in. I am committed to the growth and success of Wonderchef," shared chef Sanjeev Kapoor, Co-Founder, Wonderchef.