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Wonderchef Signs Kriti Sanon As A Brand Ambassador And Targets A Turnover Of Rs 400 Crore In Fy22

Due to increased up-gradation of cookware following the epidemic, kitchenware maker Wonderchef expects a 23 percent increase in income to Rs 400 crore in 2021-22, compared to the previous year, according to a top company executive.

“Many people were forced to visit their kitchens due to COVID-19-related disturbances when they discovered the necessity to upgrade their kitchenware.

“Wonderchef products were in more demand as a result of this.” According to PTI, Wonderchef founder and managing director Ravi Saxena said, “We hope to touch Rs 400 crore revenue this financial year, compared to Rs 325 crore in 2019-20.”

With more young people entering the kitchen as a result of the pandemic, there has been an increase in demand for beautiful, modern, healthy, and convenient cooking tools, which will fuel need and help Wonderchef develop to a Rs 1,000 crore firm in the next five years, he said.

In the next five years, the company, which makes its products through 65 suppliers in India and abroad, hopes to raise its market share in the organized kitchenware area in India to 10%, he said.

He stated that Wonderchef has a 6% market share in the organized kitchenware area, which is worth roughly Rs 8,000 crore (excluding microwaves and refrigerators) and rising at 10% per year.

The company, which mostly caters to the fit and young and produces mass premium items, recently announced that Bollywood actress Kriti Sanon will serve as its brand ambassador.

Saxena explained, “The vividness of her demeanor and the elegance with which she communicates with the audience make her the right choice for reinforcing our brand positioning.”

Wonderchef, which launched in 2009, uses a variety of distribution channels, including telemarketing, e-commerce, retail partners, exclusive brick-and-mortar showrooms, and direct selling through 45,000 to 50,000 female entrepreneurs.

In the next five years, Wonderchef plans to expand its exclusive brick-and-mortar showrooms from 25 to over 100 around the country, according to Saxena.

Around 80% of Wonderchef’s revenue comes from India, with the rest coming from other countries.

He noted that the brand is present in roughly 20 countries, with the United States, United Kingdom, Australia, Mauritius, and the Middle East being its major overseas markets.

“In addition to our existing markets, which we will continue to enhance,” he said, “we are considering expanding into neighboring countries and South Asian nations.”

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