SUPERBRANDS 2012

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prestigesmartkitchen.com

PRESTIGE
pull alongside Prestige in the race for share of pocket. TTK Prestige Limited is listed on both the Bombay Stock Exchange (BSE) as well as the National Stock Exchange (NSE).

Few categories in India have shown such sustained growth as the kitchen appliances category. Scorching the track at between 15% and 18% per annum it is throwing up several challenges and marking a clear shift in its preference for the organised manufacturer. Prestige is the country's No. 1 kitchen appliances brand. In its search for satisfying the consumer's needs it is developing new product categories and refreshing the older ones. Along the way it has picked up awards, created innovative promotions and, almost as a reward for all of this, it added 10 million new customers in 2011.

Market
Less than 20 years ago it was a small, smoky, sometimes blackened room with poor ventilation, no gadgetry and the smell of food hanging in the air. Today, it's a smart, modular space sparkling with electric appliances, colourful boxes and an electric chimney that sucks up smoke and particulate matter at 800 cubic feet per minute. Welcome to the new kitchen; a place where members of the family make small talk, bond together and often eat in a rush of bonhomie. Thanks to these sweeping changes the kitchen appliances industry is leap-frogging forward. Estimated at C8500 crore (US$ 1.50 billion) it is growing at between 15% and 18% per annum. The industry is riding a wave of successful introductions such as non-stick cookware, mixer-grinders, induction cook tops, juicers, microwave ovens and other kitchen conveniences. However, the one product that outsells all and cuts across every economic barrier is the pressure cooker. It remains the kitchen's most valued, omnipresent item and Prestige remains its most famous name. This single commodity is nudging a very impressive C1320 crore (US$ 240 million) while the non-stick cookware market is estimated at C720 crore (US$ 131 million). Of this, the organised sector has muscled its way and now accounts for approximately 69% of the pressure cooker market and 72% of the non-stick cookware category (Source: industry
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estimates). Out here, TTK Prestige retains a dominant presence. From a turnover of just C400 crore (US$ 73 million) in 2008/09, the company has posted revenues of C1123 crore (US$ 204 million) in 2011/12 a growth that far outstrips the industry average. Even as the company has almost trebled its revenue its profit has leapt five-fold in the same period and expects to increase a stunning 30% in 2012/13.

Achievements
One of the hardest things to achieve in a market as competitive as kitchen appliances is consumer loyalty. Yet that is exactly what Prestige has been able to accomplish. The company enjoys the trust of millions of people who, between them, have bought in excess of 200 million products that have carried the proud legend of Prestige. Over the years, TTK Prestige, the parent company, has built an enormous reputation and has been responsible for making an innovative, safe and a durable range of products. Prestige pioneered the pressure cooker category in the Indian market and remains the market leader in both the range it offers as well as the volume it sells. Initially, when launched in the 1950s, pressure cookers aroused fear and suspicion in the

public mind. So long before live product demonstrations became an accepted promotional device, Prestige was already undertaking houseto-house visits allaying apprehensions and inspiring confidence in consumers. This act made Prestige a household name. Indeed, the familiarity with the brand this generated continues to benefit Prestige even today. In its long dominance of the pressure cooker market, Prestige has been responsible for several industry innovations. It was, for instance, the company that introduced the unique gasket release system; the gasket offset device, the pressure indicator and the induction enabler amongst others. All of these have now become industry standards. In addition, Prestige

recognised every single cooking need and launched several new pressure cooker variants including the pressure pan, pressure handis, pressure kadhais and now the patented microchef a unique pressure cooker that works in a microwave oven. In the last decade Prestige has grown exponentially. Today, it's not just a leader in pressure cookers and non-stick cookware it is now a total kitchen solutions provider. The company has on offer the widest range in small kitchen- and grinding appliances, kitchen aids, electro-domestics and kitchen tools each product designed with convenience and safety in mind. The company's pioneering spirit extends beyond product development. Believing that an evolving market needs innovative marketing solutions, the company developed its own exclusive branded outlets. Prestige Smart Kitchen, Prestige Kitchen Boutique and Prestige Lifestyle Store were three unique verticals that set a new standard for the industry. Today, there are about 360 Prestige Smart Kitchens making TTK Prestige the largest kitchen retailer in the country. With quality as a key focus, TTK Prestige applied for and became the first kitchenware company in India to receive the ISO 9001:2000 certification. Its production benchmarks were made compliant to every important global standard such as the British Standard, the UL certification in the US etc. It's also the only Indian manufacturer to have the PED/CE certification, which is the European standard for pressure cookers. This adherence to stringent standards of quality has shown up in the awards the brand has won. For the third time in a row it was accorded the Superbrands status and for the fifth time the franchise award. It has also been felicitated with the coveted Business Standard Star SME award for 2009/10; Forbes Asia's Best Under A Billion award in 2011; it won the product design award for its Apple Pressure Cooker and was awarded the Elle Dcor International Design Award for Best Product Design. In 2011, too, it was recognised as the Retailer of the Year by the Asia Retail Congress for its successful establishment of the Prestige Smart Kitchen retail network. It has also been honoured by Franchise World as well as by Franchise Plus.

Product
Every Prestige product is built on the pillars of safety, innovation, durability and trust, making the brand the first choice in millions of homes. Prestige is a company substantially driven by research and the continuous stream of data and feedback that is generated from the market. This enables it to quickly modify its product offerings, introduce brand extensions and innovate new models that follow the dictates of an evolving consumer. Prestige is the only player to operate nationally in both the outer and inner lid pressure cookers market. The company has developed the country's widest range of nonstick cookware and is now also rolling out products in allied segments. Apart from this, in line with its mission to be a total kitchen solutions provider, it has expanded into a full range of cooking and grinding appliances, kitchen tools and electro domestics. Seeing the rapid developments taking place in people's homes and kitchens, Prestige has launched a strategy to create new products and refresh those already under manufacture. The latest introduction in this long pipeline is the induction cooker a completely safe, highly efficient and a gadget no modern kitchen should be without. The pioneering efforts of starting its own retail with the Prestige Smart Kitchen showrooms has paid rich dividends and many new initiatives that are customer centric are being developed. This will almost certainly strengthen Prestige's bond with its clients.

amongst dealers. The concept of free service camps was initiated by Prestige and is now an annual feature that attracts massive consumer and trade involvement. Cookery contests are another regular element that witness exceptional consumer participation. Prestige has always had a larger-than-life presence on TV. In this medium it is the largest spender in its category. Many of its communications strategies have won national acclaim. Its most famous and unforgettable tag line has been Jo Biwi Se Kare Pyaar, Woh Prestige Se Kaise Karen Inkaar? (How can anybody who loves his wife refuse her a Prestige?). The 'happy exchange offer' commercial has grabbed regional awards and the 'whistle and win' advertisement has proved to be a consumer heart-grabber.

Brand Values
As an acknowledged industry pioneer, Prestige has always stood by the values ingrained by its promoters. This calls for providing innovative and quality products and services at affordable prices and excelling in everything without compromising its unique Indian identity. Trust, reliability and safety, all inherently strong Indian traits, have always been the pillars of strength for TTK Prestige. However, the one thing that has been singularly responsible for making the brand such a success is its complete devotion to its customers.

Recent Developments
While continuing to adopt a consumer centric strategy, Prestige has been seeking opportunities for building global business relationships and bringing to India the latest technologies. This seems appropriate in the realm of the urban market. But this apart, Prestige has also kept a close watch on the potentially explosive rural segment. The brand has stepped up efforts to increase its market penetration and presence.

History
The TTK Group, one of the most respected business houses in India, was founded in 1928. Its initial role in the market was that of a distributor. The company began by importing pressure cookers from the UK and marketing them through its distribution channels. In 1959 it set up a facility in Bangalore for the production of pressure cookers. This was the genesis of an inspiring success story. Innovations that followed expanded the brands' product portfolio. Today, its introductions are not simply industry benchmarks and standards, many of these are being replicated by competitors in an attempt to

Things you didnt know about

Prestige
Almost all the safety systems in the outer lid pressure cooker have been pioneered by Prestige Prestige is India's largest kitchen appliances brand. It adds over 10 million customers each year Prestige Smart Kitchen is India's largest speciality chain store retailer for kitchen appliances After Prestige, the second largest pressure cooker brand is a distant second Prestige controls a 40% share of the organised cookware market in India In the new induction cook top category, Prestige is already the clear leader

Promotion
It's not just in product innovation that Prestige leads. In product promotions, too, it has a fine record of leading the industry. The idea has always been to deliver maximum value to the customer. In this quest Prestige has pioneered several marketing activities like its highly successful exchange offer Anything to Anything or its Go for Gold display contest

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