Kolkata-based Kutchina – known primarily for its eponymous brand of kitchen chimneys – is looking to be an end-to-end solutions provider in the kitchen space.
The company has added two more verticals (over the last two months) – small appliances and water purifiers – to its existing range of offerings. Owned by Bajoria Group, Kutchina is a ₹200-crore brand with chimneys and modular kitchens being the two main revenue churners.
According to Namit Bajoria, Managing Director, Kutchina will look to piggy back on its chimney brand and its modular kitchen fittings experience for cross-selling offerings across other verticals.
At present, such end-to-end services have been introduced in the eastern parts especially West Bengal, where it is a dominant player. Around January, it will explore a national foray. Branding exercises, TVCs and so on are also being worked on.
While the ₹10,000-crore small appliances market is a highly competitive one with squeezed margins, the ₹3,500-crore water purifier segment is dominated by ‘Aquaguard’ and ‘Kent’. Incidentally, the domestic kitchen chimney market is pegged at ₹1,000-1,200 crore with Kutchina, KAFF and Faber being major players. The modular kitchen segment, on the other hand, is pegged at ₹2,500 crore and dominated by regional players.
“The idea is to be an end-to-end kitchen solutions provider with offerings ranging from chimneys to water purifiers and small appliances. We intend to leverage on the kitchen chimney range for pushing the new verticals. Initially, we’ll start with Eastern region and then go national around January,” he told BusinessLine during an interview.
It will target mid and mid-premium segment customers with its offerings.
The new verticals are also touted to be the company’s growth drivers. Apart from new users, the company is also banking on upgrades/replacement sales across segments as its main draw.
Kutchina is targeting a near 30-35 per cent growth (in turnover) this fiscal. In the first six months the company’s top-line growth has been to the tune of 21 per cent.
Interestingly, Bajoria claims that Kutchina is already receiving offers for providing such end-to-end kitchen solutions from Kolkata.
It has entered into agreement with regional real estate developers such as Siddha, Ruchi Realty, Urbana and Emami for pushing its offerings (in case where developers hand over finished homes to buyers). Marketing tie-ups with developers for display of Kutchina’s offerings in model flats are also being worked on in some cases.