Tefal Expands into Home Appliances, Eyes Stronger Distribution.

Tefal, a leading name in kitchenware, is significantly expanding its footprint in India by entering the smart home appliances category. This strategic move aims to capture growth in the burgeoning premium segment, supported by an ambitious plan to bolster its nationwide distribution network.

The company has rolled out a diverse range of new products designed to cater to evolving consumer preferences. Key introductions include the pureGrind mixer grinder, the revive ceramic range, the Intensium stainless steel tri-ply range, flavour force titanium-coated cookware, a dual-basket air fryer, and a line of electric pressure cookers.

"We are expanding into a newer and bigger category," stated Ashish Kakkar, CEO, Groupe SEB India, in an interview with businessline. "At the same time, we are also expanding the portfolio of some categories, including cookware, in which we are present. We are launching newer ranges and sizes."

Kakkar highlighted the increasing disposable incomes in Tier 1 and Tier 2 cities as a key driver for this expansion, noting a clear trend towards premiumization. "We are focusing on growth and penetration," he added. To achieve this, Tefal has set an aggressive target: "We want to reach 10,000 retail outlets with 200 distributors by the end of this year."

This strategic expansion positions Tefal to leverage the growing demand for high-quality, innovative home appliances in the Indian market, solidifying its presence across a wider consumer base.