The #Indian_Luxury_Kitchen_Segment

A market where almost all the Global major key players are around, majority of them have a presence in all the metros, mass brands are penetrating even in tier 2 & 3 cities too. A market where around 75% is still unorganized, then, what drives a client to make a decision and what are the key factors driving the sales?

When we take the niche segment of #cabinet_industry, we understand that we are talking about almost 20-30 units (Kitchens) a year in each setup (per unit price may vary from 35 lacs – 75 Lacs, excluding exceptions of higher values).

Technically majority of European brands are comprising of, off course, customizations are there:-

1)     Particle boards ( carcass ) , with their way of presentation, certifications , specification

2)     Module sizes are fixed – 7ft & 8 ft. respectively ( respective mm 2130 , 2450 mm , few mm + -)

3)     Handle or Handle less

4)     Hi melamine ( MFC), Laminate , Veneer , Lacquer , Glass, Solid Wood , & few signature finishes as per each brand

5)     Standard set of internal accessories , few signature ones of each brand

6)     3D representation – majority is been done on soft wares like #winner, #2020 & #KD_max & #CAD etc.

Nearly, each brand has the most scintillating, appealing setup (showroom) with the respective sales staff, experienced / inexperienced with respective in house or outsourced installation team.

Among all the Luxury interior industry, Kitchen cabinets are termed as both as #Product & #Service as:-

1)     Great Product , superbly popular,  combined with incompetent Installation/ after sales = doom

2)     Great Installation / Aftersales combined with new brand or less popular, still= doom  

Kitchen Sales actually start, proceed & end with the:-

1)     Brand

2)     Local Representative ( Reputation & connections)

3)     Showroom

4)     Staff – both Sales & Design

5)     Proposal / Presentation (balance of Ergonomics, Luxury & supported by balanced commercials.

6)     Key  important point  - #3D_renders / Visuals ( 60 % of decisions are  taken on the renders only )

7)     Lastly, #Value, what the sales designer offers to a client at the end – by making him understand that they are being provided by a Holistic  #Luxury_solution , not mere cabinetry in an area .

                                                                                                                                                    To be continued ~~~~