Tupperware, a global premium homeware brand based out of Orlando, US, announced the expansion of its footprint in Nagpur with the launch of an exclusive brand outlet. The Nagpur launch has brought the total count of brand outlets to 32, exceeding the pre-set business target of launching 30 outlets within 2019.
This launch is part of the brand’s transformation from a direct-selling brand to opening multiple channels of sale, to serve latent demand. Apart from launching exclusive brand outlets, Tupperware India also entered the e-tail market in August this year and has its products listed on Amazon, Flipkart and Paytm – all in harmony with their existing direct selling channel. The brand will also be launching its web store soon. These steps reflect the company’s intent to evolve with the changing social dynamics and consumer buying patterns.
The outlet in Nagpur is located at Shraddhanand Peth, an upcoming High Street, which receives high consumer footfall from the desired target segment. This outlet focuses on demonstrating a wide array of products through innovative customer engagement zones. Designed to engage and excite all generations of Tupperware fans, customers can view solutions for prepping, cooking and even organizing their kitchen. Customers can also learn about product designs that enable reduction in day to day food wastage at every stage – from food storage to prepping, to cooking and leftover preservation.
Nagpur is increasingly being recognised as a metropolitan region and is projected to be one of the fastest-growing cities in India. This rapidly growing market is home to many millennials who are the right audience for Tupperware.
Speaking about the outlet launches and business transformation Deepak Chhabra, Managing Director, Tupperware India, said, “Tupperware is a cultural touchstone and we are embracing that now by opening our doors for more people to experience the magic and depth of our products. We recently underwent a strategic transformation and adopted a customer-centric multi-channel approach to our business. As we increase our consumer touch points through the e-tail and retail formats, ensuring presence in key growth markets is crucial. I am elated that we will now be more accessible for our consumers in Nagpur, and people will have the opportunity to experience and buy our wide range of products at this outlet.We are also very thrilled to share that we have surpassed our target of opening 30 outlets across the country within 2019. We are planning to open few more outlets before the year closes.”
Tupperware outlet at Shraddhanand Peth is spread across an area of 350 sq. ft. and will be run by franchisee Seema Shailendra Harode. Shraddhanand Pethis a central location and the upcoming High Street will increase the overall visibility of the area it currently attracts a monthly footfall of over 10,000 and boasts of leading apparel stores and eating joints and is well connected with the main road.
On her association with Tupperware, Seema said, “My relationship with Tupperware has been an essential part of my life since the very first day. With the introduction of exclusive brand outlets in Tupperware’s selling model, we will be able to expand our footprint and reach out to more potential consumers. These outlets present a huge opportunity to enhance customer engagement, as we’ll be able to showcase all our products under one roof and highlight the superior design and quality of our products”.
With a target to reach 35 million households, Tupperware continues the winning streak by adding more outlets as they have surpassed the plan of opening over 30 Exclusive Brand Outlets within the current year. Since August, Tupperware has launched 32 exclusive brand outlets across 23 cities in India and the locations include Delhi, Mumbai, Bengaluru, Hyderabad, Kolkata, Kochi, Surat, Patna, Ahmedabad, Nashik, Kota, Raipur, Cuttack, Dehradun, Thrissur, Kaakanad, Vijayawada, Jalgaon, Bhopal, Amritsar, Indore, Chennai and Nagpur. Tupperware’s multi-channel strategy will provide a holistic brand experience to customers with appropriate and relevant product lines made available at different touch points. In due course, Tupperware will look at offerings its complete product portfolio through various touch points.
This is a turning point in the brand’s India journey and will help Tupperware embark on a strong growth trajectory. The brand has also launched effective marketing campaigns to support the announcement and evangelize its multi-channel foray to relevant consumer segments across the country.
