Preethi blends business in mixer grinders

Home appliances major Preethi on Wednesday resolved to strengthen its mixer grinder spread, based on innovation and consolidation, even as it builds its remaining product range.

Currently, the company — a subsidiary of Philips India — operates in 14 categories namely mixer grinder, gas stove (glass top and stainless), induction cook top, electric rice cooker, table-top wet grinder, electric pressure cooker, hand blender, chopper, mini food processor, iron box, kettles, health juicer, and coffee maker.

It is a name to reckon with in the realm of mixer grinders. “Being a 38-year-old company, we started with mixer grinders. It was years later that we expanded to other products. Today, mixer grinders contribute around 73% of our total sales,” Preethi Kitchen Appliances Chief Executive Officer Rupendra Yadav told Deccan Herald.

The 3-tier strategy that Preethi has adopted involves innovation, quality enhancement and best service to customers. In terms of innovation, the company has constantly evolved products that helped suit the need of the times, just as on Wednesday, it launched the new multi-functional Zodiac Mixer Grinder range, which comes loaded with unique functionalities such as a 3-in-1 fresh juicer jar, 2.1-litre master chef plus jar with 7 functions, and so on. “In terms of mixer grinders, earlier utility was everything, but now aesthetics are also being integrated. Consumers want better interface, ease of usage and convenience. Earlier, kitchens were closed, but today they are open, and people want to flaunt their appliance collection,” Yadav said.

Today, the company has 34 models in mixer grinders alone, and claims a 30% market share in South India — where the cooking needs call for a mixer grinder, more than other regions of the country — and boasts of an over 13% share, all-India.
DH News Service