Tupperware, global premium homeware and direct selling brand based out of Orlando, US, entered the retail space in August 2019 and received an encouraging response from regions across India. In less than 18 months, the brand managed to open three exclusive stores in Hyderabad, and looking at the great consumer response, the latest one has been launched at Toli Chowki. This high street area attracts urban and evolved clientele which is relevant and a strong potential for brand Tupperware.
The newly launched Tupperware outlet will bring a modern range of kitchenware solutions. It will also ensure a better, healthy, and balanced future for families and individuals and help save time and money. As the outlet is situated in a prominent location, thus despite COVID, monthly footfall is expected to increase soon by offering a seamless blend of cooking delicious and healthy food in Tupperware’s innovative and ergonomically designed products.
Speaking about the store launches and business transformation, Deepak Chhabra, Managing Director, Tupperware India, said, “Tupperware offers products that are experiential in nature. While our consumers trust us completely for the quality, they wish to touch and feel the product and review a diverse range of product categories, so they understand the functionality better and embrace its innovative design that is vibrant, energetic, and exudes a sense of joy. This can best be done in a brick and mortar medium of retail sales. The brand is adhering to all guidelines shared by relevant authorities and taking safety measures and precautions to ensure personal safety in these unprecedented times of COVID-19.”
Adding to the statement, he stated, “This phase of COVID-19 is a challenging time for all of us personally and apart from the social impact on the state of national healthcare, the pandemic has impacted the economic condition of all businesses. Owing to the strength and positivity of our brand, and much love and loyalty of our consumers, we have been sailing through the situation. In the past months, our stores across metro and non-metro cities have been received with an immense amount of love. And Tupperware will continue to lift the spirits through newer innovations to nurture a better future for our families, communities, and our environment every day. I am glad that we will now be accessible for our larger set of consumers in the South, and people will have the opportunity to experience and buy our wide range of products at these stores. We are confident that we will be able to penetrate much deeper across markets in times to come.”
The Tupperware store in Hyderabad is spread across an area of over 250 sq ft and will be run by Sowjanya. Speaking of association with Tupperware, she said, “Tupperware has always been very close to me personally, and the love that I have for the brand is ever-growing. The introduction of exclusive brand stores in Tupperware’s selling model will enable us to widen our horizons and reach out to more potential consumers. Through these stores, we can showcase the superior design, vibrant colors, and demonstrability of our products- something that we are renowned for.”
Business Model
Tupperware functions on a franchise model and all its exclusive branded stores are fully owned by our franchisees. The brand entered the retail market in August 2019 and since then, it has launched 75 plus outlets across 49 cities pan India.
To appeal to a variety of consumers, Tupperware is tapping markets, malls, high-streets that attract its desired target consumer who is evolved and appreciates the brand offerings. Presently, the brand has three formats, Premium, Compact, and Kiosk, which allows us the flexibility and room for customisation basis the requirement on-ground.
Deepak stated, “The overall branding and display across the three formats remains uniform but a premium outlet might have a kitchen counter equipped for demonstrations and showcase, while a kiosk might just display diverse products and a compact model might be a mix of the two offerings. This depends on space, dimensions, and marketing and sales objectives. All the 3 formats deliver substantial sales and quick break-even.”
Expansion Plans
Tupperware is tapping e-commerce and physical retail stores to connect with its evolved consumers in Metro cities whereas direct sellers continue to excel in Mini Metros and Tier-2 and 3 cities.
The brand adopted a harmonized multi-channel sales and technology approach last year and launched around 75 exclusive brand stores across India. It aims to complete a figure of 80 outlets by December 31, 2020. In 2021, the plan is to roll out 100 more outlets through its franchisee-owned model and is open to exploring more formats depending on the demands of the market.
“We remain confident of a continuous uptick in the consumption pattern since the newly debuted chef audience will shop more to experiment and upscale their newfound cooking talents in the future as well,” Deepak added.
Additionally, Tupperware has invested and continue to invest in technologies like warehouse management systems, GPS enabled Tracking solution, modern ERP systems to track its delivery from plant to distributors and also reduce turnaround time and lead time of service. Consumers have evolved today, and they expect a fast delivery with the best product quality as a key factor for customer delight.
