Arttdinox eyes Rs 1,000 cr turnover in next 5 years

OP Jindal group's luxury and lifestyle firm Arttdinox is aiming to grow over three-fold in next five years with a turnover of around Rs 1,000 crore.
The firm will widen its growth by adding new innovative products and designs, and expanding in sales network by 2020.
"We would have a turnover of Rs 1,000 crore in next five to six years. It would come from product expansion and market expansion both," Jindal Stainless Ltd (JSL) Lifestyle CEO Anuj Jain told PTI. The retail firm currently has a turnover of Rs 300 crore.
Arttdinox has seven stores in NCR, Chennai, Bengaluru, Mumbai, Pune and Indore and is also planning to grown in tier II cities.

"Our growth in tier II places would depend on our sales from stores at Pune and Indore. We are testing those markets with our products," said Arttdinox CEO Anuj Jain.
He further added that if demand comes from these cities, then the company would open franchisee in other places also.

The company sells tableware accessories ranging from Rs 1,000 to Rs 30,000 and its modular kitchen range is from Rs 5 lakh to over Rs one crore.
The company is also supplying its range of products to institutional buyers, such as railways, and is a one of the participants of Swachh Bharat Abhiyan.

Arttdinox has tied up with leading designer Suneet Varma, who would create a line of premium products in the dinnerware and kitchenware segment.
The partnership would allow Arttdinox to offer products as platters, dinnerware and tableware in rich combinations of stainless steel with gold and precious stones.
" We were experimenting with stainless steel from quite some time. Now time has come to elevate it by making it more luxurious and create a line for Arttdinox which would help it to reach a set of audience looking for such products," Executive Creative Director & MD Deepikka Jindal said.
Moreover, the company which entered into online sales around six months back, is expecting the virtual channel to pick up and contribute around 5-6 per cent of sales in the coming years.

When asked whether Arttdinox would foray into the global market with its designed products, Jindal said:" We definitely aspire to do that. We want to take the Indian class and design globally... But for that I need to have world class products as a brand and the process has begun...".