Tupperware India Enters Dehradun, Uttarakhand

its 21st Exclusive Brand Outlet; First in Dehradun

Tupperware India, a global premium homeware brand based out of Orlando, US, announced the opening of its exclusive outlet at Rajpur Road, Dehradun. The launch is in line with Tupperware's recent announcement to pursue a multi-channel sales strategy. These outlet launches are a part of the brand's transformation from a direct-selling brand to opening multiple channels of sale, to serve latent demand.

Apart from launching exclusive brand outlets, Tupperware India also entered the e-tail market in August this year and has its products listed on Amazon, Flipkart and Paytm - all in harmony with existing direct selling channels. The brand will soon be launching its own web-store as well. These steps reflect the company's intent to evolve with the changing social dynamics and consumer buying patterns.

Since August, Tupperware has launched 20 exclusive brand outlets across 14 cities in India.

Dehradun, which is also home to Tupperware's only manufacturing plant in India, has always been a key market for Tupperware. Located at Rajpur Road, the 21^st Tupperware outlet is spread across an area of 840 sq.ft. and will offer a wide variety of products under one roof.

Designed to engage and excite all generations of Tupperware fans, customers can view solutions for prepping, cooking and even organizing their kitchen. Customers can also learn about product designs that serve to reduce waste on the environment and be a part of interactive food and product demonstrations from the Tupperware outlet franchisee. Rajpur Road is a commercial hub housing some of the trendiest brand outlets, malls, hotels and eating joints, and has an approximate footfall of 60,000 per month. The marketplace attracts evolved and aware shoppers who are just the right kind of consumers for Tupperware.

Speaking about the outlet launch and latest business transformations, Mr. Deepak Chhabra, Managing Director, Tupperware India, said, "Tupperware has been an important part of how people interact with their kitchen and their food for decades. In fact, we are a cultural touchstone and we're embracing that now by opening our doors for more people to experience the magic and depth of Tupperware. As we increase our consumer touchpoints through the e-tail and retail formats, ensuring presence in key growth markets is crucial. Dehradun holds a special place in our hearts because it is home to our only manufacturing unit in India. I am happy that consumers in Dehradun will now have the opportunity to experience and buy our wide range of products at the newly launched brand outlet. Dehradun is a high growth market and presents great potential. We are confident that this outlet will help us reach more consumers and bolster our market share in the region."

Talking about the opening of the exclusive brand outlet, Ms. Leena Kohli said, "Tupperware has been an inseparable part of my life ever since I joined the brand. Being a part of this historic brand transformation is a very exciting opportunity for me. Tupperware products are synonymous with bright colors, high utility value, practical designs and demonstrability, which can be effectively showcased through these outlets. By displaying the entire range under one roof, we will be able to enhance customer engagement and increase the ticket size per purchase. We plan to organize engagement activities on-site which will attract potential buyers and proliferate the brand pull."

Uttarakhand's capital Dehradun is one of the most sought after educational hubs and is home to some of the best educational institutes that India has to offer. This makes Dehradun popular with the younger audience, who are the apt target audience for the brand. Tupperware has high demand and brand love in the city, which got this brand outlet to the city.

With a target to reach 35 million households, Tupperware plans to open over 30 Exclusive Brand Outlets within the current year. Initial locations include - Delhi, Mumbai, Bengaluru, Hyderabad, Kolkata, Kochi, Surat, Patna, Ahmedabad, Nashik, Kota, Raipur, Cuttack, and Amritsar. Tupperware's multi-channel strategy will provide holistic brand experience to customers with appropriate and relevant product lines made available at different touchpoints. In due course, Tupperware will look at offerings its complete product portfolio through various touchpoints.

This is a turning point in the brand's India journey and will help Tupperware embark on a strong growth trajectory. The brand has also launched effective marketing campaigns to support the announcement and evangelize its multi-channel foray to relevant consumer segments across the country.