TTK Prestige announces entry into the Home Cleaning market

 

TTK Prestige, India’s largest kitchen appliance brand, today announced their foray into the Indian home cleaning market. This will be the first time that the company is venturing beyond kitchen appliances, a category that is almost synonymous with the company for over 60 years. The home cleaning segment is pegged at a market opportunity of INR 2500 crores and is growing at over 15%-20% year-on-year.

 

The new initiative, being launched under the ‘Prestige Clean Home’ banner, will feature a slew of unique products, including, India’s first Electric Mop, Vacuum cleaner cum floor polisher and an all-purpose steam cleaner. The home cleaning category, like kitchen appliances, will have at its core, the wellbeing of the Indian homemaker and market products that can potentially enhance the everyday lives of millions of women in the country. 

 

Mr. T T Jagannathan, Chairman, TTK Group said, “TTK Prestige has the legacy of being present practically in every Indian home. As India’s largest kitchen appliances company, we have a 60-year-old history of continuous innovation, to become the country’s most preferred kitchen brand. This is an opportune moment for us to accelerate the company footprint by entering into the home cleaning segment. We will target significant value addition to homemakers, with our best-in-class range of home cleaning products and expect to emerge as the market leader in this space as well.”

 

A dedicated team of more than 50 comprising of Sourcing, R&D, Quality & Sales & Marketing teams are working on the new category. The home cleaning range will be retailed through more than 50,000 retail outlets, including the 571 Smart Kitchen stores across the country. They will also be available online at all leading e-commerce platforms. The products are currently being piloted in Bangalore, Chennai, and Delhi. Prestige Clean Home is expected to constitute 5% of the company revenues in the next year.

 

Prestige Clean Home comprises electric and non-electric range of innovative floor, air, and water care products that offer convenience and ease of use. The electric range includes Electric Mops, Vacuum Cleaner, Floor Polishers, Steam Cleaners and Air purifiers. Whilst the non-electric portfolio consists of Stick Mops, Twister Mop, Squeeze Mop, Magic mops, Spray mops, Ladders & Flip Bins.

 

The range of products has been specially created to take away the hassle of existing home cleaning methods and streamline the process to make it more hygienic and efficient. Prestige Clean Home will transform the way India cleans homes and will offer health benefits by eliminating dust and pollution that causes allergies and other ailments. The design aesthetic and ergonomic aspect of the products also ensures maximum comfort for the user.

 

Mr. Chandru Kalro, Managing Director, TTK Prestige said, “After transforming the way India cooks, we are committed to transforming the way India cleans. There is a strong need 3 to launch a range of high-quality products that could transform the way homes are cleaned in India. Health, convenience and modern lifestyles demand new ways to approach home cleaning which no other brand has looked at comprehensively in the durable space. Our attempt will be to give the consumer new level of convenience and options.”