Tupperware adopts multi-channel sales strategy, aims to double revenue in 3-4 years

Kitchenware brand Tupperware has adopted a multi-channel strategy in the country and is aiming to double revenues in 3-4 years, a top company official said.

Tupperware, which was primarily into direct sales, is now foraying into the fast growing online segment, besides having exclusive brand outlets in key cities.

As per its online strategy, the company would list a majority of its product portfolio on leading e-commerce platforms like Amazon and Flipkart.

"The major drawback which we had was our access, we were not available. By addressing that, plus our investment on brand building and people, we would double our business in next 3-4 years," Tupperware India Managing Director Deepak Chhabra told PTI.

However, he did not share the current revenues of Tupperware India.

The firm would invest around USD 1 million (Rs 7 crore) on marketing, advertising and training its sales force, or 'direct sellers', this year as it plans to open over 30 exclusive brand outlets.

"These sales force, these channels are new and we have to train them for next 6-8 months," he said.

Headquartered in Orlando, US, Tupperware has a turnover of USD 2.5 billion and India is currently at the 16th position in terms of contribution to its global revenues.

"Earlier India use to contribute pretty large, four five years back...we used to be at number three in 2014," Chhabra said.

The company would utilise its existing network of direct sellers for expanding its retail footprint.

"Our direct sellers would be our franchise and there would not be any capital investment from our side," he said.