The kitchen appliances market in India is growing at 15% annually. The mixer-grinder segment is the most highly penetrated segment with 35% penetration and thus, it is critical to have a solid value proposition to address the market.
Philips, a key player in the Indian kitchen appliances segment announces the launch of their refreshed mixer-grinder range in three segments - Simply silent, supreme and classic to tap this market. The company has now refreshed its mixer grinder range by including new accessories based on consumer insights such as the multipurpose pouring jugs and blender jars. This year, Philips has also introduced the “BLACK” range which addresses the premium segment in kitchen appliances segment; and the “ALU” (Aluminium) collection for the hi-end luxurious lifestyle segment.
The classic, supreme and simply silent ranges cater to the value segment of the consumers looking for specific mixing-grinding needs whereas the “BLACK” and “ALU” ranges are products designed with the “from below the counter to on the counter” trend in mind as India’s kitchens become showplaces and the second family room in the home. The kitchen appliances market is growing at about 15% annually and is expected to grow even further with consumers now moving from unbranded to branded products.
According to Mr. Mahesh Krishnan, Business Head, Philips Consumer Lifestyle India, “East though small is a growing market contributing to 15% of the mixer grinder sales and Philips sees this range refresh as an opportunity to consolidate its position in East in this segment. We see a lot of opportunity in retail expansion through certain niche formats like the usual crockery stores and steel emporia located especially in the South. These stores can become a complete one stop shop for all home makers’ right from utensils to branded kitchen appliances.”
During the festival season, Philips will be spending close to 20% of their sales during this period in various promotions including BTL and ATL. In terms of ATL media spends, Philips will be # 2 player in kitchen appliances in East.
The company is supporting the launch of the refreshed range of kitchen appliances with a print campaign, a new TVC for its strategic markets and also with the launch of the “my kitchen” website for Philips Kitchen appliances.
The new refresh range will be available across the country.
The Classic range is priced from Rs. 1995/- to Rs. 3295/-
The Supreme range is priced from Rs. 3395/- to Rs. 3895/-
The Simply Silent range is priced from Rs. 4195/- to Rs.4595/-
The BLACK range is priced from Rs. 6495/-to Rs. 6695/-
The ALU range is priced from Rs. 8995/- to Rs. 9495/-