In a move to modernise its brand, Sujata Appliances—an established name in India’s kitchen appliances industry for over 40 years—has recently broadened its product range to cater to contemporary households and smaller domestic consumers. According to Akshaya Vasishth, the company’s Chief Marketing Officer, Sujata Appliances aims to enhance its brand recognition in the commercial kitchen and HoReCa sectors by leveraging cross-selling and upselling strategies for its highly durable products.
Vasishth stated, “Over the decades, we have established significant brand equity with our mixer-grinder-juicer products in the commercial kitchen sector. We aim to leverage this strength and extend our presence into the modern household appliances market.”
Vasishth, who brings nearly two decades of global FMCG sales and marketing experience, joined Sujata Appliances this year to lead the brand marketing efforts for one of the country’s oldest homegrown kitchen appliances brands.
Aligning with Fagun Mittal’s vision for Sujata Appliances, Vasishth stated that his goal is to position Sujata as “the most trusted brand” in the commercial kitchen equipment market. He emphasized that the company centres its efforts around customer needs by thoroughly analysing their requirements and seeking out opportunities for innovation.
New Additions to Commercial Product Lineup:
Every year at AAHAR, the company introduces new additions to its commercial lineup.
He added, “Our latest offerings include the Blend Matic, a professional bar blender; the Magna Pro, a commercial mixer grinder; and the Commercial Vegetable Cutter CV 01.”
Focusing on the HoReCa market, Vasishth noted that the brand is a preferred choice in the commercial kitchen sector due to its heavy-duty and highly durable grinder, mixie, and juicer machines.
He remarked, “The brand is widely accepted in the commercial kitchen market, and our brand advocacy is also very robust.”
“The commercial line is demanding, but once you establish yourself there, entering the consumer market becomes less challenging.” He added that some HoReCa customers have been using Sujata machines for 10 to 12 years or more,” he explained.
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In the juicer-mixer-grinder category, durability, efficiency, and effectiveness of the machine are crucial.
He noted, “In the HoReCa sector, ‘cost-per-serve’ is a key deciding factor. Our machines deliver the highest efficiency in terms of output.”
Vasishth stated that distinguishing between commercial and consumer appliances is challenging, as many consumer-grade appliances are also used in the HoReCa sector, depending on their usage and the scale of operations.
Sujata Appliances’ Aggressive Brand Marketing Plans:
He mentioned that with the introduction of new small domestic appliances such as hand blenders, sandwich makers, pop-up toasters, electric kettles, and dry irons, the company will embark on an aggressive brand marketing phase, expanding beyond its current focus on Hindi-speaking and southern Indian states.
