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Nov, 01 2011

ENGINEERED FOR SUCCESS!

From a 25-person company to a family of 200 employees, KAFF Appliances boasts of having 27 per cent share in the kitchenware market, pegged around Rs 600-650 crore. Deepak Anand, Managing Director of KAFF Appliances, tells Amanpreet Kaur how he did it!

From a 25-person company to a family of 200 employees, KAFF Appliances boasts of having 27 per cent share in the kitchenware market, pegged around Rs 600-650 crore. Deepak Anand, Managing Director of KAFF Appliances, tells Amanpreet Kaur how he did it!

Tell us about your entrepreneurial journey. What prompted you to start the venture?

I started KAFF in 1996. The journey started from a small set up with meagre investment and just 25 persons. Today, we have about 200 persons working with us.

Since its inception, the brand has worked vigorously on developing an innovative range of kitchen appliances that suits the changing needs of customers. It's the hard work and commitment of serving people with our best, which has made KAFF, the most comprehensive, respected and favoured brand in the market

Tell us about KAFF Appliances. What kind of products and services do you offer?

We have a lot of innovative products under four major verticals i.e. kitchen appliances, modular kitchen accessories; ventilating fans and hardware. Our range starts from kitchen appliances, including cooker hoods, built in hobs, cook tops, induction built-in hobs, built-in ovens, cooking ranges, built-in dishwashers, microwaves, wine coolers and built-in refrigerators. This is how we have revolutionised the whole Indian kitchen industry under one umbrella.

What makes your brand stand tall in the market?

We are following all possible routes in terms of marketing to reach out to our target group, especially via above the line (ATL) & below the line (BTL) fronts. Our TV commercial runs on channels during prime time. We cover leading newspapers as well as magazines, including in-flight ones. Besides, we participate in top exhibitions focusing on B2B & B2C activities.

How many exclusive retail galleries do you have at present?

We have 116 exclusive KAFF galleries pan-India. We are looking at setting up 200 such galleries by 2014. Besides, considering the increasing demand, we will continue to expand our portfolio by adding new innovative products. We add several new products every year. This strategy will help us in spreading our wings.

What kind of after-sale services do you offer to your consumers?

We have a complete service back-up across the country. We have our team at most places. However, in a few remote areas where our technicians can't reach, we have franchise service centres.

Which cities are you targeting for expansion?

We are planning to open around 140 exclusive KAFF retail galleries by the end of this financial year. We are aiming at Pan-India expansion, including metros and small cities.

What is your plan for the next five years?

With a turnover of Rs 200 crore, the company is aiming to touch Rs 500 crore by 2014. We have taken up a two-tier marketing and distribution, one through regular distribution network another via institutional sales. Also, we plan to setup our base globally.

Franchise Facts

Franchise outlets: 116

Investment: Rs 5 - 7 lakh

Area: 250- 500 sq.mtr

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