Tupperware to turn desi to rev up sales

Direct selling firm Tupperware India,known for its storage containers,is on an indigenisation drive with plans to develop products specifically designed for the country as it looks to penetrate deeper into the market.

"We are studying on bringing innovative products specially for Indian use. We are working on coming up with products which can appeal to local people as our aim is to increase penetration across the country," Tupperware India Managing Director Asha Gupta told PTI.

Tupperware India, a wholly owned subsidiary of US-based Tupperware Corporation, is present in 59 cities across India. The company, however, does not disclose its revenues from the India operations.

Tupperware plans to foray into the rural market within the next two-three years although its immediate focus is to increase urban penetration. "We have solid plans for the rural market. We are working on bringing products for rural people as well. However, our immediate focus is to increase urban penetration," Gupta said.
    
Though brand awareness of Tupperware in major metros is high, in terms of product usage, she said, "it is still very low". "For instance in a city like Mumbai, there is around 80 per cent of brand awareness, however, when it comes to actual product usage it is very low," Gupta said.
    
As part of the plan to appeal the Indians, the company is currently focusing on water and dry storage categories. It has recently introduced its water storage range, which is designed for refrigerator use.
    
"Water storage is our focus area. It is strategically important considering the fact that only 46 per cent of Indians use running water, while the rest have to depend on storage water," Gupta said.
    
Besides, the company also recently tied up with Big Bazaar for its promotional activities and as part of its effort to establish access points for customers.
    
Tupperware entered the country 15 years ago and sells around 200 products. It is reported that the firm has invested over USD 15 million here so far.
   
The company has a plant at Dehradun, where it makes products for the domestic market.