KAFF, a leading Indian kitchen appliances brand, has carved out a significant niche in the commercial and residential modular kitchen markets, competing with top national and international brands. The͏͏ company͏͏ currently͏͏ operates͏͏ over͏͏ 400͏͏ brand͏͏ outlets͏͏ across͏͏ the͏͏ country,͏͏ with͏͏ nearly͏͏ 50͏͏ of͏͏ these͏͏ being͏͏ wholly͏͏ owned͏͏ and͏͏ managed͏͏ by͏͏ KAFF.͏͏ Additionally,͏͏ the͏͏ brand͏͏ is͏͏ present͏͏ in͏͏ more͏͏ than͏͏ 2,000͏͏ multi-brand͏͏ stores.
Starting͏͏ with͏͏ a͏͏ premium͏͏ range͏͏ of͏͏ chimneys͏͏ and͏͏ built-in͏͏ hobs,͏͏ the͏͏ company͏͏ has͏͏ evolved͏͏ into͏͏ a͏͏ comprehensive͏͏ solution͏͏ provider͏͏ in͏͏ the͏͏ modular͏͏ kitchen͏͏ sector.͏͏ Over͏͏ the͏͏ past͏͏ twenty͏͏ years,͏͏ it͏͏ has͏͏ expanded͏͏ its͏͏ offerings͏͏ to͏͏ include͏͏ built-in͏͏ microwaves,͏͏ refrigerators,͏͏ wine͏͏ coolers,͏͏ and͏͏ various͏͏ hardware͏͏ accessories,͏͏ such͏͏ as͏͏ sinks,͏͏ all͏͏ within͏͏ the͏͏ premium͏͏ market͏͏ segment.
Targeting͏͏ Emerging͏͏ Markets:
As͏͏ market͏͏ demand͏͏ shifts͏͏ from͏͏ larger͏͏ cities͏͏ to͏͏ tier͏͏ II͏͏ and͏͏ III͏͏ cities͏͏ and͏͏ towns͏͏ across͏͏ the͏͏ country,͏͏ the͏͏ company͏͏ is͏͏ poised͏͏ to͏͏ tailor͏͏ its͏͏ products͏͏ and͏͏ services͏͏ to͏͏ meet͏͏ these͏͏ emerging͏͏ market͏͏ opportunities,͏͏ according͏͏ to͏͏ Shital͏͏ Gupta,͏͏ CEO͏͏ of͏͏ KAFF͏͏ Appliances.
“We͏͏ are͏͏ in͏͏ the͏͏ process͏͏ of͏͏ launching͏͏ an͏͏ economy͏͏ segment͏͏ that͏͏ will͏͏ include͏͏ cooktops,͏͏ air͏͏ fryers,͏͏ and͏͏ other͏͏ small͏͏ kitchen͏͏ appliances͏͏ such͏͏ as͏͏ coffee͏͏ makers͏͏ and͏͏ hand͏͏ blenders,”͏͏ Gupta͏͏ stated.
Enhancing͏͏ Service͏͏ Franchise͏͏ Network:
As͏͏ the͏͏ company͏͏ aims͏͏ to͏͏ capitalise͏͏ on͏͏ the͏͏ market͏͏ potential͏͏ in͏͏ emerging͏͏ markets,͏͏ Gupta͏͏ noted͏͏ that͏͏ they͏͏ are͏͏ focusing͏͏ on͏͏ enhancing͏͏ their͏͏ “service͏͏ franchise͏͏ network”͏͏ soon.͏͏ “We͏͏ currently͏͏ have͏͏ 586͏͏ service͏͏ franchise͏͏ partners͏͏ across͏͏ the͏͏ country,͏͏ and͏͏ we͏͏ expect͏͏ this͏͏ number͏͏ to͏͏ reach͏͏ 800͏͏ by͏͏ the͏͏ end͏͏ of͏͏ the͏͏ year,”͏͏ he͏͏ stated.
He͏͏ stated͏͏ that͏͏ customers,͏͏ whether͏͏ they͏͏ are͏͏ large͏͏ developers͏͏ or͏͏ retail͏͏ clients,͏͏ prefer͏͏ to͏͏ engage͏͏ with͏͏ brands͏͏ that͏͏ have͏͏ established͏͏ and͏͏ reliable͏͏ after-sales͏͏ service͏͏ networks.
“When͏͏ it͏͏ comes͏͏ to͏͏ kitchen͏͏ appliances,͏͏ there͏͏ is͏͏ no͏͏ backup͏͏ available.͏͏ Therefore,͏͏ prompt͏͏ and͏͏ reliable͏͏ after-sales͏͏ service͏͏ is͏͏ essential,”͏͏ Gupta͏͏ remarked.
He͏͏ noted͏͏ that͏͏ the͏͏ variety͏͏ of͏͏ gadgets͏͏ used͏͏ in͏͏ modular͏͏ kitchens͏͏ has͏͏ increased͏͏ significantly͏͏ in͏͏ recent͏͏ years,͏͏ creating͏͏ new͏͏ opportunities͏͏ for͏͏ manufacturers͏͏ and͏͏ service͏͏ providers͏͏ in͏͏ the͏͏ sector.
“The͏͏ kitchen͏͏ appliances͏͏ retail͏͏ market͏͏ in͏͏ India͏͏ is͏͏ estimated͏͏ to͏͏ be͏͏ worth͏͏ INR͏͏ 50,000͏͏ crore,”͏͏ he͏͏ asserted.
Continue͏͏ Exploring:͏͏ Godrej͏͏ Interio͏͏ to͏͏ launch͏͏ 10͏͏ new͏͏ kitchen specialty͏͏ stores͏͏ by͏͏ FY25
KAFF’s͏͏ B2B͏͏ Market͏͏ Partnerships:
Discussing͏͏ the͏͏ B2B͏͏ projects͏͏ market,͏͏ he͏͏ mentioned͏͏ that͏͏ KAFF͏͏ is͏͏ a͏͏ preferred͏͏ partner͏͏ for͏͏ several͏͏ real͏͏ estate͏͏ developers,͏͏ as͏͏ the͏͏ current͏͏ trend͏͏ is͏͏ for͏͏ these͏͏ developers͏͏ to͏͏ provide͏͏ fully͏͏ equipped͏͏ modular͏͏ kitchens͏͏ to͏͏ their͏͏ clients.
“The͏͏ hotels͏͏ and͏͏ restaurants͏͏ are͏͏ part͏͏ of͏͏ the͏͏ domestic͏͏ project͏͏ segment.͏͏ We͏͏ supply͏͏ our͏͏ cooking͏͏ ranges͏͏ and͏͏ built-in͏͏ ovens͏͏ to͏͏ many͏͏ hotels͏͏ and͏͏ restaurants,͏͏ making͏͏ this͏͏ a͏͏ significant͏͏ area͏͏ for͏͏ us,”͏͏ he͏͏ stated,͏͏ adding,͏͏ “We͏͏ are͏͏ one͏͏ of͏͏ the͏͏ most͏͏ admired͏͏ and͏͏ trusted͏͏ brands͏͏ in͏͏ the͏͏ premium͏͏ segment͏͏ of͏͏ the͏͏ B2B͏͏ market.”
As͏͏ an͏͏ Indian͏͏ company͏͏ with͏͏ manufacturing͏͏ facilities͏͏ in͏͏ the͏͏ country,͏͏ Gupta͏͏ mentioned͏͏ that͏͏ they͏͏ are͏͏ well-positioned͏͏ to͏͏ provide͏͏ customised͏͏ products͏͏ and͏͏ solutions͏͏ to͏͏ customers.͏͏ When͏͏ asked͏͏ about͏͏ growth,͏͏ he͏͏ stated͏͏ that͏͏ KAFF͏͏ is͏͏ set͏͏ to͏͏ surpass͏͏ the͏͏ market͏͏ average͏͏ in͏͏ terms͏͏ of͏͏ growth͏͏ moving͏͏ forward.
