Over 60 years is a long time for any brand to survive and succeed. Tupperware has not only done that but also carved such a name for itself, which is hard to erase. In an interaction with Abha Garyali, Asha Gupta, Managing Director, Tupperware India, shar
Over 60 years is a long time for any brand to survive and succeed. Tupperware has not only done that but also carved such a name for itself, which is hard to erase. In an interaction with Abha Garyali, Asha Gupta, Managing Director, Tupperware India, shares the success of the brand and avenues for Indian women.
Share your entrepreneurial journey with us. What inspired Tupperware to enter the Indian market?
Tupperware India is the 100 per cent subsidiary of Tupperware Corporation, which is based out of Florida. I cannot be called an entrepreneur but I am responsible for running the operations of the company in India. Earlier, I had been working in Tupperware Europe as the Head of Marketing and Operations. When the company decided to enter India around 14 years back, they wanted an Indian to run the business. I have been a part of setting up the operations in India since its inception here. The prime reason for entering India was because India can be a great market for our products.
What is the growth rate of women entrepreneurs in Tupperware?
Women have grown tremendously in Tupperware over the years. They are earning in lakhs and crores. We have examples where husbands have preferred to support their wives in the business after leaving their full-time jobs. An average woman can earn good money easily and also get an opportunity to grow as leaders in this field. Future looks bright with more and more women joining the network.
What are the different ways of marketing Tupperware, besides word-of-mouth?
Marketing through word-of-mouth remains predominant in Tupperware. We put up our stalls in malls and such places where we do not sell them but only showcase them to make consumers aware of our products. These are known as Tupperware Touch Points and Excess Points. This makes it easier for customers to reach us and vice-versa.
What are your views on social networking sites? Is it useful for direct selling?
Social networking and media is a new platform for us. Future of the country is in social media, especially for direct selling companies. We are also working towards a strong social networking by developing our social website and page on Facebook.
What is the profile of your business distributors? What is the total investment needed by them?
We offer our business opportunities to women only. There is no age limit as such, anyone from 30 to 48 years and even younger and older can be an agent of Tupperware. There are no educational qualifications but we prefer our agents to be graduates and post-graduates. The start-up kit is below Rs 700, which is itself a low-investment. In this kit, a lot of products are for personal use, which cost more than the cost of the kit. Our agents get free demonstrations so that they know how to use the products and sell them further. At the lowest level, an agent can earn 25 per cent of the sales made by them. She also gets other incentives. At the leadership level, the person gets commissions from the sales made by his group as well. Therefore, earnings depend on your sales.