Preethi Kitchen to boost sales in kitchen appliances

To maintain double digit growth this fiscal, Preethi Kitchen Appliances, a subsidiary of consumer durables maker Philips, plans to boost sales of its products, a top official said.
"Three-fourth of our business is mixer grinder. We expect it to be more than half (of the business), while remaining will be from other categories, Preethi Kitchen Appliances, Chief Executive Officer, Rupendra Yadav told reporters here.
The company registered 11.5 per cent sales last financial year and expects to register a figure "higher" than that in current financial year, he said.
Preethi Kitchen sells products under brand 'Preethi', mixer grinder, glass top gas stove, stainless steel gas stove, induction cook top, table top, electric cooker, electric pressure cooker, health juicer, electric kettle, coffee maker, chopper, hand blender and electronic irons.

It has two manufacturing facilities one each in Tamil Nadu and Himachal Pradesh.
To a query on the time frame for the plan to boost sales in other categories, he said, "...Maybe over four to five year period."

Yadav and senior company officials were here to launch a new range of mixer grinders priced from Rs 5,945.
He said the kitchen appliances market in South India was valued at Rs 2,700 crore and the company has about 23 per cent market share.
Preethi's '500 KG Grinding Marathon' will be the first
initiative of its kind in the industry, to grind 500 kilograms of batter continuously. Preethi has attempted to create new benchmark in the industry by converting lab endurance tests to consumer relatable promises. The 500 kilogram grinding challenge will demonstrate the mixer-grinder's motor ability to grind large quantities of batter. This is a mark of Preethi's sustained excellence in producing quality products over several decades. The ground batter will be distributed to various NGOs to fulfill their breakfast needs.

Inaugurating the challenge, Rupendra Yadav, CEO of Preethi Kitchen Appliances said, "Mixer Grinder is the most important appliance in any kitchen. And Preethi is synonymous with Mixer Grinders for its industry leading innovation, incomparable quality & lifelong free service. It gives us great pride in launching "Preethi 500kg Grinding Marathon". This challenge allows us to test the product and demonstrate its quality at the entry level to our patrons. Every product from Preethi is the result of long-term research and development in creating sustainable and sturdy appliances that are excellent value for money for our customers. We hope that this product will reaffirm Preethi's reputation as a market leader in the Mixer Grinder category. This will also set a benchmark to measure the sturdiness of a mixer grinder in the industry".