Prestige announces launch of Judge brand kitchen appliances

Kitchen appliances firm TTK Prestige today announced the launch of UK kitchen appliances brand 'Judge' into India.
The new brand which is part of the TTK Prestige owned Horwood Homewares, will offer the SEC B and C demographic across tier 3, 4 and 5 cities in India with quality kitchen solutions at lower price points, the company official said.
The new brand will allow TTK Prestige to expand reach and tap into an entirely new segment of consumers, they added. TTK Prestige acquired UK's Horwood Homewares in April last year.
"We are launching this brand to address bottom of the pyramid customers," TTK Prestige Managing Director Chandru Kalro told reporters here.

Stating that the huge thrust by government towards improving the life of those at the bottom of pyramid provides great opportunity, he said "we want to be available at price points providing a credible alternative and compete at that area where Prestige probably with its current status cannot compete fully."
Noting that the launch of Judge cookware in India, will give TTK Prestige access to an Rs 5,000 crores unorganized kitchen appliances market., the company officials said the range of products that will be made available in India includes pressure cookers, induction and non-induction, outer lid and inner lid non-stick cookware, stainless steel gas stoves, and mixer grinders.

The Judge range of products will be manufactured at TTK Prestige factories across India and will be retailed at all retail formats, including traditional outlets, leading modern retail formats and e commerce platforms.

Judge brand has been in existence in UK since 1896 addressing the middle end of the customers there.
Kalro said with GST coming in lot of these un-organised brands will come into formal space providing a level playing field and this is right opportunity for Judge to enter the Indian market with its price points.
Asked about the price, he said Judge's price point will be about 20 to 30 per cent lower than where Prestige is operating today.

Kalro said the company is looking for online partner to sell Judge products and will be closing those deals quickly.
He also said the company aims to export it to markets like Middle East, Far East, South East Asia, Africa also US in the days to come.
The other brands of brands of Horwood Homewares include Horwood, Stellar and Kaufman, and the company is yet to decide on bringing these brands into Indian market.