Fisher & Paykel embarks on an expansion drive in India

As it embarks on an expansion drive in India, New Zealand-based kitchen appliances maker Fisher & Paykel will have a retail network of 100 distributors and presence in 25 cities by the end of next year.
The company, which has presence mostly in metros is now looking to enter smaller cities like Jalandhar, Nagpur, Thiruvananthapuram, Vizag, Rajkot and Bhubaneshwar.
"We would expand our presence to 25 cities from the present 15 by the December 2015. We would have a dealership network of over 100 by the end of next year," Fisher & Paykel Appliances India Managing Director Sanjeev Wadhwa told PTI.

Fisher & Paykel India has selected 45 trade partners to sell its range of appliances in modular kitchen and bathroom fittings.
In India the company sells its kitchen and household appliances in the price range of Rs 25,000 to Rs 2.25 lakh.
On new areas of expansion, Wadhwa said: "We are looking to approach non-metro places as Jalandhar, Nagpur, Thiruvananthapuram, Vizag, Rajkot and Bhubaneshwar."

The company also plans to expand its shop-in-a-shop concept from the present 16 to 30 by the end of next year.
Apart from normal retail channels, the company expects a good traction from projects business from housing and hospitality segments.

"We are also in talks with the real estate developers to put our products in luxury apartments and hospitality sector," Wadhwa said, adding that the company had already completed some apartment projects in Gurgaon, Hyderabad and Pune.
On the revenue front, Wadhwa declined to disclose exact figures but said: "We would grow over 50 per cent from the next year because of geographical expansion and addition of new products in our offerings.
Fisher & Paykel is aiming to make India as its top five priority markets, he said, adding the company was spending around 10 per cent of its revenue on marketing and branding exercise.

Started in 1934, Fisher & Paykel has global presence in over 50 countries and has manufacturing base at USA, Mexico, Italy, Thailand and New Zealand.