US-headquartered homeware and direct selling brand Tupperware has launched four new brand stores in Kolkata, Chennai, Hyderabad and Thane, where the demand for the brand is high and growing.

The brand is celebrating its silver jubilee in India this year. Tupperware entered the retail market in August 2019 and has expanded its presence across numerous regions in the past 20  months, the company said in a release.

In a span of less than 2 years, the brand has grown its retail channel robustly to launch 91 stores across 56 cities. 

The newly launched Tupperware stores will showcase the modern range of kitchenware solutions across the utility cycle of prepping, cooking, serving and storage.

Tupperware, from being a direct selling brand, has come a long way since 1996. Today, the company has 91 stores across three key formats – premium, compact and kiosk – which allows the flexibility and room for customisation based on the requirements.

Tupperware India Managing Director Deepak Chhabra 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 magical product categories, so they understand the functionality better and embrace its innovative design that exudes a sense of joy.”

He added that this can best be done in a brick-and-mortar medium of retail sales and the brand is complimenting this experience with digital assistance and enhancements. 

Consumers have discovered a new found love for the brand as the demand for kitchen solutions has gone up. Today, Tupperware records ‘Prep n Cook’ as its most demanded product category across the country. While ‘Storage’ and ‘Prep n Cook’ are the most selling product categories offline, online sales are currently led by the brand’s iconic conversation- dry storage and containers range. 

 As work from home continues to be the new normal for a considerable part of the population, many towns and non-metros have witnessed reverse migration resulting in an increase in discretionary spending.

Currently, 69 of 91 Tupperware stores are located in non-metros while 22 in metros, in line with the current demand across states, serving an even bigger section of consumers.

In urban clusters of metros, companies are regaining their pricing power as there is a strong growth in discretionary category and Tupperware is rightly positioned to tap this demand across these regions. 

As the brand enters its 25th year in India, Tupperware aims to launch additional stores nationally taking the total count of exclusive brand stores to 180 by end of 2021.

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