Kaff Appliances India is looking at a larger share of the niche kitchen appliances

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market, where customers are looking for concealed built-in gadgets to give a neat and clean look to their kitchens.

With more than 30 per cent share in the Rs 500 crore-kitchen appliances category, the company expects to have a first mover advantage, when it comes to providing the consumers with functional kitchen gadgets.

“Not only has the spending power of consumers increased manifold, they are also looking for good looking, functional and hygienic kitchen solutions. Though the products that we provide cost much more than standalone gadgets, people are willing to spend that much when it comes to tastefully designing their kitchens,” said Sanjeev Dayal, general manager (sales and marketing) at KAFF Appliances India.

The built-in kitchen solutions include cooker hoods, built-in hobs, induction built-in hobs, ovens, cooking range, built-in dishwashers, microwaves and chimneys.

Deepak Anand, managing director of Kaff Appliances said that the target consumers for these kind of products are people who have an affluent lifestyle. “We have consumers even in tier II and II cities, for whom money is not a problem, when it comes to getting the entire product range. We are also looking at customers who are buying crore-plus homes in various cities,” Anand said.

In fact, seeing the demand for these kind of products, large durable manufacturers such as Whirlpool is getting into built-in kitchen appliances category. Other players present in this category include Faber and IFB.

At present, Kaff is importing all its products from Germany and Italy. “We have our R&D facility at Neemrana, where we customise the products to suit Indian style of cooking. We have also started manufacturing Cook Tops at our Neemrana facility and we have another one in Sri Lanka to manufacture accessories,” Dayal said.

With a turnover of Rs 200 crore, the company is looking to achieve Rs 500 crore by 2014. “We have taken up a two-tier marketing and distribution, one through regular distribution network and the other via franchisees. We have more than doubled our dealer distribution network to 3,000 from 1,300 dealers in 2010. We also have 110 exclusive Kaff galleries pan-India. We are looking at setting up 250 such galleries by 2014,” Dayal said.