KitchenAid India Launch
When I heard that KitchenAid was “formally” launching in India after many years of social promotion – I immediately knew Praerna would be excited. Apart from her food-styling avataar, Praerna is an avid food blogger and baker (check out her food blog here, in case you haven’t already) – and any baker worth his/her salt wants a KitchenAid. As a professional food photographer, I can tell you that a device like this greatly brings down the prep time for a shoot which requires manual kneading or stirring of ingredients that are involved in the creation of what’s being shot. (Read more about KitchenAid here).
The event started with an introduction to the product line up by the India team.
The stars at the event (apart from the stand-mixer) were Chef Manjit Gill (Corporate Chef – ITC Hotels), Chef Abhijit Saha (Founder/Director Caperberry & Fava Bangalore), Chef Bakshish Dean (Executive Director at Prime Gourmet) and Chef Jagmeet Singh (Executive Sous Chef, Leela Kempinski). With so much talent in one room, we knew we had a treat in store for us.
We all walked away happy campers with a great meal by these chefs. Overall, I think it’s a wonderful opportunity for KitchenAid in India at the moment with the growing home-baker industry in India. There’s also a lot of product goodwill that exists in India today – with positive brand stories being told word-of-mouth and through the internet. Any brand with such positive sentiment already in the market should consider itself lucky – and be very careful to nurture that sentiment.
Additionally, KitchenAid is also going to have to be sensitive about the price. Currently launching for INR 40,000 Indian bakers will be painfully aware that the launch price is much higher than the price in the US. Though this largely is due to the tax structure in India (KitchenAid is wholly manufactured and assembled in the US) – it’s still worth buying the product here because it’s been designed for Indian voltages (220V vs the 120V in the US) and comes with a manufacturer guarantee.
I think it’s going to be interesting to see how KitchenAid grows in India, and whether it’s going to develop into a household name the way it is in the US.
Filled Under : Food Events