Jarden aims big in Indian kitchen appliances market

US-based consumer durables major Jarden Corporation is seeking to grab leadership position in the $240 million Indian kitchen appliances market on the back of its just introduced Oster brand of products.

The company's Indian subsidiary Jarden Consumer Solutions, which this week launched five products from the Oster brand in the country, is planning to bring in the entire product portfolio of around 150 items from the brand over next two years.

The Oster is the second brand launched in India by Jarden, after the Bionaire brand of air management products introduced in June.

"The $240 million Indian kitchen appliances market is witnessing an annual growth of 15-18 per cent. We are looking at securing leadership in the category within next two years," Jarden Vice President for International Branding, Communications and Licensing Patricia Madueno told PTI.

She said the company wants to replicate the success of the Oster brand in the US and countries of South America in India.

"In the US and South American markets, we are positioned as market leaders in products like steam iron, hand blender and mixie. We are looking at replicating it here," she said.

She, however, did not give any specific figures regarding targeted volume of sales or turnover and said: "It is too early to talk about volume or market share."

The company is also planning to introduce its other brands like Crack-Pot, Villaware, Patton, Holmes, Mr Coffee and Sunbeam in the country.