HOMEWARES IN INDIA

Euromonitor International
June 2015

HOMEWARES IN INDIA

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LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 2
Prospects ..................................................................................................................................... 2
Category Data .............................................................................................................................. 2
Table 1
Table 2
Table 3
Table 4
Table 5
Table 6
Table 7
Table 8

Sales of Homewares by Category: Value 2009-2014 ................................... 2

Sales of Homewares by Category: % Value Growth 2009-2014 .................. 3
Sales of Homewares by Material: % Value Breakdown 2009-2014 ............. 3
NBO Company Shares of Homewares: % Value 2010-2014 ....................... 3
LBN Brand Shares of Homewares: % Value 2011-2014 .............................. 4
Distribution of Homewares by Format: % Value 2009-2014 ......................... 4
Forecast Sales of Homewares by Category: Value 2014-2019 .................... 5
Forecast Sales of Homewares by Category: % Value Growth 20142019 ............................................................................................................. 5

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HOMEWARES IN INDIA

HOMEWARES IN INDIA
HEADLINES
Homewares grows by 11% in 2014 to reach Rs115.5 billion
Consumers looking for the functional aspects of products helps drive growth for homewares
Ovenware is the most dynamic category in 2014 with current value growth of 15%
TTK Prestige Ltd continues to lead homewares in 2014 with a value share of 6%
Homewares is expected to increase at a constant 2014 value CAGR of 3% over the forecast
period, to reach Rs134.8 billion in 2019

TRENDS
Growth in homewares in 2014 was driven mainly by the functional aspects of products, with
form only a factor at the higher price end. Homewares was dominated by unorganised players
during the review period with low brand awareness and loyalty, especially amongst the lowerand-mid-priced products.
Homewares grew by 11% in current value terms in 2014. This was slightly lower than the
review period current value CAGR of 12% and was attributed to various reasons, but mainly
due to a decline in the supply stove top cookware from manufacturers. However, growth
within dinnerware was led by a growing preference for products with a better style and design
and rising disposable incomes. This helped stabilise the growth of homewares in 2014.
Ovenware was the most dynamic category within homewares in 2014. It witnessed current
value growth of 15% in 2014 mainly because of the derived demand from retail sales of
ovens. According to Euromonitor International consumer appliances research, ovens grew by
12% in volume terms in 2014, which was attributed to growing demand for modern and
modular kitchens. This has also driven demand for other kitchen equipment such as cooker
hoods and dishwashers.
The modernisation of kitchens and the growing popularity of the modular kitchen concept and
microwaves has also driven growth within food storage, wherein consumers are looking for
food storage products to match their kitchen colour themes. These factors helped food
storage to witness the second highest current value growth of 14% in 2014.
Metal remained the dominant material used for homewares products holding a 71% value
share in 2014, among which stainless steel was the most popular. Stove top cookware and
dinnerware were the biggest contributors to this, accounting for 58% and 25% of metal
homewares value sales respectively in 2014. Metal was the natural choice for stove top
cookware because of its ability to withstand high temperatures, whereas the durability of
metal made it Indian consumers preferred choice for dinnerware.
Homewares and home furnishing stores dominate sales of homewares and accounted for a
70% value share in 2014. These small shops are located in local neighbourhoods and
account for the majority of sales of both branded and unbranded products. The hypermarkets
channel is also popular in the distribution of branded homewares products and it provided
dedicated shelf space during the review period. Direct selling accounted for a 4% value share
in 2014 and this channel was dominated by Tupperware India Pvt Ltd.

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HOMEWARES IN INDIA

COMPETITIVE LANDSCAPE
TTK Prestige Ltd continued to lead homewares in 2014 with a value share of 6%. The
company remained the leading player in stove top cookware, with its pressure cooker brand
Prestige a household name in southern India. It continued to leverage on this brand loyalty
and the product replacement cycle of pressure cookers, with this product present in
households across India.
Although TTK Prestige Ltd remained the leader in homewares, its value share fell in 2014.
This was attributed to various reasons ranging from a change in Government policies to
weaker economic conditions, especially in southern India. TTK Prestiges induction cookware
was negatively affected by a new Government policy on subsidised gas cylinders for cooking.
The Government of India raised the quota of subsidised gas cylinders for cooking to 12 from
nine and also scrapped the monthly limit on the same.
Homewares remains fragmented with unorganised domestic players. This was mainly
because of low product and brand differentiation within the mid-and-low-priced ranges. TTK
Prestige Ltd and Hawkins Cookers Ltd were the leaders within homewares among the
domestic players in 2014. However, international player Tupperware India Pvt Ltd increased
its value share by one percentage point over the review period, as it leveraged on the faster
growth of the premium end of the category through direct selling.
The majority of homewares sales are still driven by the functional aspects of the products,
wherein the form and design is only visible at the premium end. This has led to a highly
fragmented competitive landscape with many unbranded products, as there is no brand
differentiation or loyalty amongst consumers.
Lakeland Ltd entered India by launching its first store in May 2014. Lakeland is positioned as
a premium brand providing kitchen products ranging from cookware, kitchen utensils, food
storage and cleaning products.

PROSPECTS
Cookware, which facilitates healthy eating habits, is anticipated to perform better during the
forecast period. There are expected to be launches of products that utilise less oil, retain
nutrients and use minimal heat for cooking. The influence of international cuisine should also
lead to the introduction of a wide range of cookware and cutlery products, which were not
previously popular in Indian cuisine.
Homewares is expected to increase at a constant 2014 value CAGR of 3% over the forecast
period to reach Rs134.8 billion in 2019. This predicted growth is slightly higher than the
constant 2014 value CAGR of 2% seen during the review period. This growth is expected to
be mainly driven by consumers switching from unbranded to higher-priced branded products.
Switching from stainless steel homewares products will help drive growth for ceramic and
plastic products. This switch is expected because of their advantages, such as being more
airtight and more visually appealing, as well as the status that comes with owning such
products.
Companies within homewares are expected to launch more premium products over the
forecast period.

CATEGORY DATA
Table 1

Sales of Homewares by Category: Value 2009-2014

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INR million

Dining
- Beverageware
- Cutlery
- Dinnerware
Kitchen
- Cookware
-- Ovenware
-- Stove Top Cookware
- Kitchenware
-- Food Storage
-- Kitchen Utensils
Homewares
Source:

2009

2010

2011

2012

2013

2014

22,671.5
1,212.3
2,307.6
19,151.6
44,291.3
28,332.7
19.4
28,313.3
15,958.6
12,191.3
3,767.2
66,962.8

25,140.1
1,398.6
2,655.5
21,085.9
50,231.0
32,143.4
21.9
32,121.5
18,087.6
13,804.2
4,283.3
75,371.0

27,857.5
1,585.2
3,014.6
23,257.8
56,579.5
36,386.5
25.0
36,361.5
20,193.1
15,400.0
4,793.1
84,437.0

31,080.0
1,778.6
3,369.1
25,932.4
62,501.6
40,208.3
28.9
40,179.4
22,293.3
17,126.3
5,166.9
93,581.6

34,826.6
2,006.8
3,780.8
29,039.1
69,671.5
44,632.5
33.3
44,599.2
25,039.0
19,258.6
5,780.5
104,498.2

39,180.3
2,269.4
4,254.7
32,656.3
76,328.9
48,116.4
38.5
48,077.9
28,212.5
21,889.3
6,323.2
115,509.2

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2

Sales of Homewares by Category: % Value Growth 2009-2014

% current value growth

Dining
- Beverageware
- Cutlery
- Dinnerware
Kitchen
- Cookware
-- Ovenware
-- Stove Top Cookware
- Kitchenware
-- Food Storage
-- Kitchen Utensils
Homewares

2013/14

2009-14 CAGR

2009/14 Total

12.5
13.1
12.5
12.5
9.6
7.8
15.5
7.8
12.7
13.7
9.4
10.5

11.6
13.4
13.0
11.3
11.5
11.2
14.7
11.2
12.1
12.4
10.9
11.5

72.8
87.2
84.4
70.5
72.3
69.8
98.1
69.8
76.8
79.5
67.8
72.5

Source:

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3

Sales of Homewares by Material: % Value Breakdown 2009-2014

% retail value rsp

Ceramic
Glass
Metal
Plastic
Silicone
Wooden
Others
Total
Source:

Table 4

2009

2010

2011

2012

2013

2014

2.6
7.0
72.7
17.1
0.6
100.0

2.8
6.8
72.5
17.2
0.7
100.0

3.1
6.6
72.3
17.3
0.0
0.7
100.0

3.3
6.5
72.1
17.5
0.0
0.7
100.0

3.3
6.4
72.0
17.6
0.0
0.7
100.0

3.4
6.6
71.4
18.1
0.0
0.6
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

NBO Company Shares of Homewares: % Value 2010-2014

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% retail value rsp

Company
TTK Prestige Ltd
Hawkins Cookers Ltd
Sivanesan Co Pvt Ltd
Tupperware India Pvt Ltd
AMC Cookware India Pvt
Ltd
World Kitchen Asia
Pacific Pte Ltd
FnS International Pvt Ltd
Kishco Cutlery Ltd
Others
Total
Source:

2011

2012

2013

2014

4.8
3.5
1.7
0.9
1.4

5.9
3.5
2.2
1.3
1.4

6.4
3.6
2.5
1.9
1.5

6.4
3.7
2.6
2.2
1.6

5.7
3.6
2.7
2.2
1.6

0.4

0.4

0.4

0.4

0.4

0.1
0.2
86.8
100.0

0.2
0.2
85.0
100.0

0.2
0.2
83.3
100.0

0.2
0.2
82.7
100.0

0.2
0.2
83.4
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5

LBN Brand Shares of Homewares: % Value 2011-2014

% retail value rsp

Brand

Company

Prestige
Hawkins
Sivanesan
Tupperware
AMC
Corelle

TTK Prestige Ltd

Hawkins Cookers Ltd
Sivanesan Co Pvt Ltd
Tupperware India Pvt Ltd
AMC Cookware India Pvt Ltd
World Kitchen Asia
Pacific Pte Ltd
FnS International Pvt Ltd
Kishco Cutlery Ltd

FnS
Kischo
Others
Total
Source:

2010

2011

2012

2013

2014

5.9
3.5
2.2
1.3
1.4
0.4

6.4
3.6
2.5
1.9
1.5
0.4

6.4
3.7
2.6
2.2
1.6
0.4

5.7
3.6
2.7
2.2
1.6
0.4

0.2
0.2
85.0
100.0

0.2
0.2
83.3
100.0

0.2
0.2
82.7
100.0

0.2
0.2
83.4
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6

Distribution of Homewares by Format: % Value 2009-2014

% retail value rsp

Store-Based Retailing
- Grocery Retailers
-- Supermarkets
-- Hypermarkets
-- Discounters
-- Other Grocery
Retailers
- Mixed Retailers
-- Department Stores
-- Mass Merchandisers
-- Variety Stores
-- Warehouse Clubs
- Non-Grocery Specialists
-- Home and Garden

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2009

2010

2011

2012

2013

2014

97.0
3.8
3.8
-

96.8
4.0
4.0
-

96.5
4.3
4.3
-

96.2
4.4
4.4
-

95.9
4.7
4.7
-

96.1
4.8
4.8
-

93.2
68.9

92.7
69.4

92.2
69.5

91.8
69.5

91.2
69.6

91.3
69.8

HOMEWARES IN INDIA

Specialist Retailers
--- Home Improvement
and Gardening Stores
--- Homewares and Home
Furnishing Stores
-- Other Home and
Garden Non-grocery
Specialists
Non-Store Retailing
- Homeshopping
- Internet Retailing
- Direct Selling
Total
Source:

Passport

68.9

69.4

69.5

69.5

69.6

69.8

24.3

23.3

22.8

22.2

21.7

21.6

3.0
3.0
100.0

3.2
3.2
100.0

3.5
3.5
100.0

3.8
3.8
100.0

4.1
4.1
100.0

3.9
3.9
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7

Forecast Sales of Homewares by Category: Value 2014-2019

INR million

Dining
- Beverageware
- Cutlery
- Dinnerware
Kitchen
- Cookware
-- Ovenware
-- Stove Top Cookware
- Kitchenware
-- Food Storage
-- Kitchen Utensils
Homewares
Source:

Table 8

2014

2015

2016

2017

2018

2019

39,180.3
2,269.4
4,254.7
32,656.3
76,328.9
48,116.4
38.5
48,077.9
28,212.5
21,889.3
6,323.2
115,509.2

41,115.1
2,392.2
4,465.1
34,257.8
77,706.1
48,225.6
41.5
48,184.1
29,480.4
23,084.2
6,396.2
118,821.2

42,986.5
2,520.1
4,683.1
35,783.2
79,261.8
48,207.9
45.0
48,163.0
31,053.9
24,584.6
6,469.4
122,248.3

45,025.6
2,653.8
4,909.5
37,462.3
81,207.2
48,155.4
48.9
48,106.6
33,051.8
26,470.3
6,581.5
126,232.8

47,150.7
2,786.4
5,131.7
39,232.7
83,292.3
48,035.6
53.4
47,982.2
35,256.8
28,642.7
6,614.1
130,443.0

49,241.0
2,917.7
5,349.3
40,974.0
85,530.9
47,769.0
58.4
47,710.6
37,762.0
31,118.0
6,643.9
134,771.9

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Forecast Sales of Homewares by Category: % Value Growth 2014-2019

% constant value growth

Dining
- Beverageware
- Cutlery
- Dinnerware
Kitchen
- Cookware
-- Ovenware
-- Stove Top Cookware
- Kitchenware
-- Food Storage
-- Kitchen Utensils
Homewares
Source:

2014/2015

2014-19 CAGR

2014/19 TOTAL

4.4
4.7
4.2
4.4
2.7
-0.6
9.4
-0.6
7.1
8.6
0.5
3.3

4.7
5.2
4.7
4.6
2.3
-0.1
8.7
-0.2
6.0
7.3
1.0
3.1

25.7
28.6
25.7
25.5
12.1
-0.7
51.8
-0.8
33.8
42.2
5.1
16.7

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trade sources

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