Kitchenware brand Tupperware plans to open 30 franchise-run stores by year-end

Tupperware, the US-based kitchenware brand, is planning to 30 outlets by this year-end. Initially, the company will launch these franchise-run stores in key cities such as Delhi, Mumbai, Bengaluru, Hyderabad and Pune among others.

The brand has also adopted a multi-channel strategy, a combination of physical stores and online site, for increasing its footprint as well as tap the online shopping boom in India.  

The company, which was primarily into direct sales, is now entering into the fast-growing online segment, apart from having exclusive brand outlets in key cities. With this, the brand is targeting to double revenues in 3-4 years and increase its market share to 25% from 8%.

Under its online strategy, the company will start listing a majority of its products on e-commerce platforms such as Amazon and Flipkart through authorised sellers this month. 

Deepak Chhabra, Managing Director of Tupperware India, said, “In the past few years, consumption patterns have seen a rapid change. In line with the evolving market dynamics, we felt there was an urgent need to adopt a multi-channel strategy to increase access to our products and help the brand reach out to new consumers. We believe this multi-channel strategy will help us double our business in the next five years.”

“We plan to open 30 outlets by this year-end. Thirteen outlets have already been signed and are in various stages of fitout. By next year-end, we plan to open an additional 100 outlets,” he added.