| Ref. No. | IIMC-CRC-2016-05 |
| Authors |
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| Length | 21 pages + teaching note. |
| Data Source | Field research. |
| Setting | Indian kitchen appliance market. |
| Abstract | Kutchina, one of the leading kitchen brands in eastern India started its operations in the year 2003. Within a decade of its operations the company’s product portfolio consists of Chimney, Hob, Dishwasher, Built-in Microwave Oven, Built-in Oven, Water Purifier and state of art designed Modular Kitchens. The growth trajectory increased with its flagship product Kitchen Chimney along with the direct mode of selling. The company now wanted to foray into the other parts of India to garner major market share in the kitchen segment. So what will be its growth as well as marketing strategy for rest of the country? Also, will it continue with the same distribution system in the other parts of India as well? In addition, Kutchina is largely dependent on sourcing its products from China. |
| Keywords | Distribution; Entrepreneurship; India; Kitchen appliances, Marketing; Marketing strategy. |