With the aggressive expansion plan, the current share of 80 percent contributed from the direct selling business would come down to 65 percent while business generated from retail stores would increase to 35 percent and remaining from online.
Popular kitchenware brand Tupperware has announced its aggressive expansion plans which include opening up 1,000 retail stores across the country over the next five years, besides retailing through its online platforms. These stores would be in franchise model and would retail the popular products of the brand.
Tupperware recently inaugurated its 100th store in Chennai with the southern zone contributing to 35 percent of the overall sales. The brand is planning to open about 130 stores this year itself.
Deepak Chhabra, Managing Director, Tupperware India, said, “As an immediate expansion plan, we plan to open another 130 stores taking the overall number of stores in the country to over 250 by December next year (2022)...Over the next five years, our plan is to have 1,000 stores across the country and major expansion would be in the South and West.”
He maintained that South and West were the majority of revenue generators for the company contributing 35 percent, each, respectively.
The business strategy for the company was 80 percent through direct selling, 12 percent contributed through retail stores, and eight percent through online mode.
Chhabra maintained that with the aggressive expansion plan, the current share of 80 percent contributed from the direct selling business would come down to 65 percent while business generated from retail stores would increase to 35 percent (from the existing 12 percent) and remaining from online (10 percent).
Even as the Covid-19 pandemic impacted the business at Tupperware like any other company, it did witness a sharp demand for its products due to the ‘work from home’ culture.
“Pandemic has been a silver lining for us in terms of business because the consumption of these products was higher largely because everybody was at home and without any help from maids, people started cooking from home and everybody was conscious about health and safety,” he noted.
As a brand, Tupperware has a large number of storage solutions and as a matter of fact, the growth witnessed by the company in 2020 was 24 percent as against the seven percent recorded in the previous year.
"We started online sales by the fag end of 2019 and from a small base grew by 6 to 7 times in the last year. Online sale has witnessed a huge surge because Covid-19 still continues and still people are not feeling comfortable moving out," he said.