Tupperware plans package for rural India
Saturday, July 03, 2021 2:27 PM

Anjali Prayag

Bangalore, July 3

Storage solutions brand Tupperware plans to increase its rural penetration and grow its sales force in the rural areas to get the country more ‘Tupperised.'

“We are present in 59 cities now and are getting popular, but our penetration level in India is still low,” says Ms Asha Gupta, Managing Director, Tupperware India.

She also clarified that the company will not compromise on its original model of being a non-store format and selling through women agents.

“There are a lot of small retailers stocking our products but we are against it,” she said.

Access points

To resolve the issue of product inaccessibility, Tupperware India recently partnered with Big Bazaars across the country to establish touch points for consumers.

“We don't sell our products there, but only help consumers touch and feel the products and establish contact with the nearest agent for their buying needs,” explains Ms Gupta.

Explaining that the Tupperware buying pattern stretches over several years, Ms Gupta says that over 50 per cent of Tupperware consumers become repeat buyers.

Agreeing that there is a significant dropout rate between the first intention to buy and the actual purchase in the direct selling route, Ms Gupta says that this would be resolved through activities such as Tupperware Access Points.

Special products

Tupperware is also Indianising the brand through its products specially made for the local markets. The first of these is the AquaSafe water storage range that is designed for refrigerator use.

“It's only in the sub-continent that water is stored in the fridge because of the high temperatures outside and we are planning to expand the range to add larger storage solutions,” she says. The pricing too has been changed to suit the Indian consumer, Rs 600 for a pack of four.

Recognising that India falls in the top five growth markets for the company, Tupperware has set up a manufacturing unit in Dehra Dun that caters to the needs of the Indian market.

Tupperware India is a wholly owned subsidiary of US-based Tupperware Corporation (NYSE:TUP) which is reported to have invested over $15 million in the country. The company has over 100 products in India.