Wonderchef enters Bengaluru

Kitchen appliances and cookware brand Wonderchef  is set to expand its retail footprint across the country, with pronounced focus on South India, as it launched  the region's first two exclusive brand outlets in Bengaluru on Monday.

The brand, promoted by celebrity chef Sanjeev Kapoor,  has achieved a run rate of Rs 200 crore in eight years, and is set to become a  $100 million company in the next five years.

With its omni-channel approach across television, 50,000 direct sellers, over 5,500 retail touch points (MBOs and EBOs) and ecommerce, Wonderchef is catering to a niche audience in India, as well as significant  NRI consumer base in the Middle East, the US, Canada, the UK and Australia.

In an interaction with DH, Wonderchef MD Ravi Saxena said, "The NRI consumer base is already buying from our existing channels, but going forward, we want to strengthen our links  in this segment by partnering up with the right distributors. We see great potential for growth here."

Wonderchef  has made commitment to open 100 EBOs in the next five years, both in the franchise and company-owned-and-operated formats. "As retails footprint expands, we are investing $5 million into setting up an assembly plant in Maharashtra. It will be an extension to our existing manufacturing base," said Saxena. Currently, the company sources finished and unfinished products from 12 countries, working with about 72 factories.