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“Our entire range inspires everyone to cook with pride, ” shares Mr. Ravi Saxena, Director, Wonderchef Home Appliance

Having built 11 distinct businesses from scratch, in the services sector, Mr. Ravi Saxena, Director, Wonderchef Home Appliance is a top-notch name when it comes to launching businesses, growing them and creating shareholder value. With an extensive global exposure with participation in projects and workshops in over 35 countries across 5 continents, Wonderchef started as a shared dream between him and Chef Sanjeev Kapoor. In an exclusive conversation with Business2Business, Mr. Saxena shares more on the brand and all initiative being taken to fulfill his dream of working closely with Indian homemakers.

Association with Wonderchef: Sharing more on how did this venture start, Mr. Saxena  shares, “Having set-up Sodexo and making it India’s Largest Food services company, I understood the healthy impact food can have on well being of people. Wonderchef was thus conceptualized in 2009 as India’s premium kitchenware company born out of the ‘love of cooking’. Both Chef Sanjeev Kapoor & I believed in kitchens being the heart of our homes to create lasting memories with the food we cook for our loved ones. This is why the entire range of Wonderchef Cookware and Appliances is a perfect blend of health, taste and convenience that inspires everyone to 'cook with pride'.”

Exclusive Brand Stores: Sharing more on their Exclusive Brand Stores and the future expansion plans Mr. Saxena shares, “Consumer Experience is the most important thing for us. The focus for each company initiative is to enrich the consumer experience. In our case, the customer is a modern and savvy woman who is looking for trendy and smart kitchenware to go with her style and taste for finer things. She needs to be shown the way Wonderchef has brought colour, style and innovation into Indian Kitchens. She needs to touch, feel and experience the complete collection. So for us the EBOs are a Strategic Brand move to inch closer to this customer. We are customer obsessed and will continue to do so spreading our Brand presence.”

Expansion plans: Mr. Saxena shares, “Wonderchef is looking at opening more exclusive stores in Mumbai, Delhi and Bengaluru in 2017. This follows the success of initial four exclusive branded outlets, which were part of the pilot project in Mumbai and have created the consumer pull with visibility for the brand. We are looking at a presence in all leading malls of the country.”

Funding and investments: Mr. Saxena shares, “Our funding & investments are used for visionary planning, including long-term Inventory planning, stronger commitments to partners and supply chain, focused marketing & branding.”

Market potential: Sharing more on the potential of this market in terms of size, Mr. Saxena shares, “The Branded Cookware & Appliances Market is estimated at 15000 Cr. and with growing consumer needs, this is evolving.”

Latest customer trends: Mr. Saxena shares, “The customer today knows what she wants and how. Wonderchef kitchen products are designed to make cooking stylish & colorful along with providing ergonomically smart and innovative solutions. A selection of these products have been specially done by Chef Sanjeev Kapoor to meet the fine taste of India’s discerning consumers, who now want the best.”

Future initiatives: Sharing more on what is being planned in the next 8 to 10 months Mr. Saxena shares, “Wonderchef Home Appliances Pvt. Ltd plans to spread its presence through 7,000-8000 retail outlets & departmental stores network by the end of next year. Presently we are in almost 5000 retail outlets across the country. So far, Wonderchef had an Omni presence across its selling channels including direct marketing, online sales, TV and retailing through dealers and exclusive outlets. We are getting aggressive in the Digital Space & are also focusing on EBOs.”

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