IKC 2011 CEO Round Table
Left to right:
Rajesh Ahuja, Sleek World; Anant Maloo, Timbor Cucine;
Deepak Gupta, Sourcing Hardware; D K Jairath, Evok
The CEO Round Table Revealed many truths, some unpleasant, about the modular kitchen industry.
Anant Maloo, Rajesh Ahuja and D K Jairath were unanimous in estimating the size of the industry at
2,500-5,000 crore. Their companies have registered growths of 35-50%, and reflect the performance of the rest of the industry.
Distinct market segments have emerged in price bands of under-
1.0 lakh (economy),
2.5 lakh (mid),
2.5-5.0 lakh (upper mid), and above-
5.0 lakh (premium), for a typical 10 x 6 feet kitchen.
The single largest buyer is the double income nuclear family. The decision makers are in the age group of 25-45 years, they are well travelled and educated, and have more time for leisure and self-indulgence. Dining and entertaining are activities they enjoy.
The unorganised nature of the industry is giving it a bad name. Unplanned customisation of a kitchen (semi-modular) causes more problems than solving them. It does not allow the use of correct hardware and accessories, and deprives users the comfort of an ergonomically design kitchen.
Builders, and in some states the municipal engineers, need to get their kitchen act together. They must do away with the concrete counter, and incorporate standard module sizes into their plans. Only then will company-trained installers be able to complete installations correctly within stipulated times.