Kitchen appliances will become more intelligent and interconnected: Anil Gurnani

TTK Prestige Limited is a part of TTK Group. Over the past six decades, TTK Prestige Ltd has emerged as India’s largest kitchen appliances company catering to the needs of homemakers in the country. Every Prestige brand product is built on the pillars of safety, innovation, durability, and trust, making the brand the first choice in millions of homes. The company also bought UK-based Horwood Homewares in the same month and launched Judge Brand in India in August 2017.

In an exclusive interaction with Adgully, Anil Gurnani, Chief Sales and Marketing Officer, TTK Prestige, speaks about how the brand is balancing the marketing with its rich history and modern innovation, evolution in the kitchen appliances market, digital marketing strategies, and more.

Could you provide an overview of your role as Chief Sales and Marketing officer at TTK Prestige and your key responsibilities within the organisation?

In my role as Chief Sales and Marketing Officer at TTK Prestige, my primary responsibilities encompass shaping and implementing the company’s overarching sales and marketing strategy. This entails overseeing sales channels and teams to foster revenue growth. Additionally, I lead efforts in devising and executing marketing campaigns while safeguarding the company’s brand and reputation. Collaboratively, I communicate with the product development team to ensure our products remain attuned to market demands and customer needs. Furthermore, I represent the company at industry events and conferences to stay connected with industry trends and developments.

TTK Prestige has been a well-known brand in the kitchen appliances industry for many years. What strategies have you implemented or plan to implement to maintain and enhance the brand’s market presence?

The kitchen appliances market is in a state of rapid evolution, driven by technological advancements, shifting consumer lifestyles, and an escalating demand for eco-friendly products. TTK Prestige envisions a future where kitchen appliances become more intelligent and interconnected. These appliances will have the capability to learn user preferences, anticipate needs, and integrate with other smart devices for remote control and task automation. Additionally, there will be a growing emphasis on energy efficiency and sustainable materials in response to consumer demands.

To remain competitive in this transforming industry, TTK Prestige is taking several strategic steps. Our company is efficiently devoting in research and development to create innovative kitchen appliances, particularly focusing on smart appliances that enable remote control and integration with smart home systems. The brand is broadening their market presence by introducing budget-friendly kitchen appliances to cater to cost-conscious consumers.

How do you envision the future of the kitchen appliances market, and what steps is TTK Prestige taking to stay competitive in this evolving industry?

The future of the kitchen appliances market holds promise as consumers increasingly seek high-quality and innovative products. Envisioning this future, our company foresees kitchen appliances becoming smarter adapting to user preferences and integrating with other smart home devices for remote control and automation. Energy efficiency and sustainable materials will be paramount. To remain at the forefront of this evolving industry, TTK Prestige is investing in efficient research and development, with a focus on smart appliances and sustainability. We’re working on products that can be remotely controlled and integrated with smart home systems, while also striving to reduce our environmental footprint through energy-efficient appliances and sustainable packaging.

Additionally, we aim to expand into new markets and collaborate with industry peers to drive innovation and cater to diverse consumer needs.

Could you share some insights into the company’s approach to product innovation and development? What are some recent innovations that you are particularly excited about?

TTK Prestige places a strong emphasis on product innovation and development as a cornerstone of our business. Our solid commitment is to continually create fresh and inventive kitchen appliances that not only align with the evolving needs of our customers, but also enhance the overall quality of their lives. Our approach to product innovation and development is rooted in several foundational principles: We initiate our process by deeply understanding the desires and requirements of our customers. This involves conducting thorough market research and gathering insights through customer surveys, allowing us to identify specific pain points and unmet needs. We make substantial investments in research and development to foster the growth of ground-breaking kitchen technologies. Within our dedicated team of experienced engineers and scientists, constant effort goes into both the development of new products and the enhancement of existing ones.

The recent innovations that our company is excited about are:

• Currently, our company is actively engaged in the creation of an entirely new line of smart kitchen appliances. These appliances are designed to offer remote control capabilities and seamless integration with other smart devices in households. This advancement empowers consumers to automate various kitchen tasks, resulting in a highly personalized and convenient cooking experience.
• In tandem with our innovations, we are also broadening the accessibility of our products by expanding our range of affordable kitchen appliances. This strategic move is motivated by our belief that everyone should have the opportunity to enjoy the benefits of high-quality kitchen appliances.

In a highly competitive market, customer engagement and loyalty are crucial. How does TTK Prestige build and maintain strong customer relationships?

In a fiercely competitive market, nurturing customer engagement and maintaining loyalty emerge as paramount imperatives for TTK Prestige. Our company embarks on this journey by meticulously comprehending our customers, delving into extensive market research and customer surveys to unveil their unmet needs and challenges. Our steadfast commitment extends to delivering exceptional customer service, ensuring prompt resolution of inquiries and concerns while consistently exceeding expectations. The company strives for personalisation, utilising customer data to tailor our communications and marketing efforts to individual preferences. Trust is the bedrock of our customer relationships, fostered through transparency, honesty, and the fulfilment of promises. Finally, we express our appreciation to loyal patrons through tailored incentives, reinforcing our commitment to providing an exceptional customer experience.

TTK Prestige has a strong distribution network. How do you plan to expand and optimise this network to reach more consumers effectively?

TTK Prestige boasts a robust distribution network encompassing over 680 Prestige Xclusive stores present across 375 towns. Nevertheless, our commitment to reaching consumers efficiently drives us to continually seek expansion and optimization avenues within our distribution network. Our strategy entails several key components. Firstly, the company aims to extend our reach into new markets, including rural areas and Tier 2 and Tier 3 cities, bridging gaps in accessibility for underserved consumers.

Concurrently, we plan to bolster our presence in existing markets by expanding our retail presence and distribution channels, ensuring heightened product availability.We are actively exploring the possibility of forming strategic alliances with third-party logistics companies. This initiative is aimed at expanding our operational footprint and improving the efficiency of our delivery services, resulting in faster and more efficient product deliveries to our customers.

Could you discuss any digital marketing strategies or initiatives that have proven successful in reaching and engaging with your target audience?

TTK Prestige has adopted various digital marketing strategies and initiatives, demonstrating effectiveness in connecting with our intended audience. These methods encompass the development and dissemination of valuable, pertinent content, encompassing blog posts, articles, recipes, and videos, all tailored to resonate with our target demographic.

The distribution of this content is strategically executed through our website and social media platforms. Our company efficiently leverages the Omni Channels to provide comprehensive information to individuals regarding the benefits and usage of our products, reflecting our commitment to engaging with our audience in a meaningful manner. Given the increasing prevalence of mobile devices, our company has prioritised the optimisation of our website and digital content to cater to mobile users, ensuring a smooth and responsive browsing experience.

We actively promote and display customer reviews and ratings on our website as a testament to our product quality and customer satisfaction. These authentic testimonials serve as compelling social proof, potentially influencing the purchasing decisions of prospective customers.

Collaborations with influencers specialising in cooking and lifestyle enable us to extend our reach to a wider and more engaged audience. Influencers have the unique ability to genuinely endorse our products and demonstrate their utility in real-life scenarios, thereby enhancing our brand's credibility and appeal.

The COVID-19 pandemic has influenced consumer behaviour and shopping preferences. How has TTK Prestige adapted to these changes, and what long-term impacts do you foresee on the industry?

The pandemic expedited the adoption of online shopping for kitchen appliances as consumers sought contactless and convenient avenues for their purchases. TTK Prestige bolstered its e-commerce presence and ensuring the availability of its products online. This inclination toward online shopping is expected to endure, reshaping the industry’s trajectory. With prolonged periods spent at home during lockdowns, there was a revival of interest in home cooking. Our company provided cooking advice, recipes, and content that encouraged home chefs. This resurgence in cooking is foreseen to have a prolonged influence on the industry, with consumers continuing to value top-quality kitchen appliances.

The pandemic heightened consciousness regarding health and wellness, prompting consumers to seek out kitchen appliances that facilitate healthier cooking methods. The brand introduced products aligning with this trend, such as air fryers and steamers. This emphasis on health-conscious cooking is anticipated to persist. The trend of remote work increased interest in smart kitchen appliances offering convenience and connectivity. Keeping this in mind, our company developed smart kitchen solutions to cater to this demand. The adoption of smart appliances is projected to grow as consumers actively seek technologically-enabled convenience.

TTK Prestige has a rich history. How do you balance maintaining traditional values and practices with adapting to modern market dynamics and consumer preferences?

Balancing TTK Prestige’s rich history with modern market dynamics and evolving consumer preferences is at the core of our strategy. Our journey represents trust and quality, while we adapt to changing times by investing in innovation and digital transformation. This ensures our products remain relevant and resonate with today’s consumers. We are dedicated to delivering top-quality products to our customers.

We continuously strive for innovation to create unique and practical products that align with our customers’ needs. Our commitment to outstanding customer service and satisfaction is unwavering. We actively listen to our customers and utilise their input to enhance our products and services. As an example, we recently introduced a new customer service portal to simplify communication and address customer concerns more effectively. Our company leverages Digital realm and Omni Channels for comprehensive product information, prioritise mobile optimisation, display customer reviews for social proof, and collaborate with lifestyle influencers to enhance our brand’s credibility and appeal.