Mumbai: Renowned Brand Sanjeev Kapoor, at the recent HGH India 2015 annual trade held at the Bombay Convention and Exhibition Centre, announced the launch of Sanjeev Kapoor branded Table and Kitchen Linen and Cutlery products. This marks the foray of Brand Sanjeev Kapoor into the lifestyle houseware and kitchenware segment through Brand licensing deals.

Chef Sanjeev Kapoor plans to bring-in premium products in the houseware category through SK’s Licensing and Merchandising vertical that will add a lifestyle experiential quotient to the category. Chef Sanjeev Kapoor’s Licensing and Merchandising vertical foresees INR 100 crore business in next 5 years.

Commenting on the launch, Chef Sanjeev Kapoor says, “Our focus is to improvise and transform the entire Kitchen and Dining experience of modern-day consumers by developing quality houseware products that are trendy, aesthetically suited to modern settings, functionally more effective and safe. Today food is not merely limited to the senses of taste and smell but has gone beyond this to also include the senses of sight.”

Mr. Vishal Sinha, Business Head, SK Brands Pvt Ltd, elaborated on their Brand Licensing Business Model:

“Our Brand Licensing and Merchandising strategy is to develop relevant products that are a natural fit for the brand by partnering with various specialist companies in the Houseware segment through Brand Licensing agreements.

Our Brand Licensing agreements are strategic in nature and based on interdependent relationship between parties involved i.e. Licensor and Licensee, having complementary strengths resulting in sustainable long-term business association. As Licensors, we bring in Design/Creative assets, Product development capabilities, Brand Equity and Consumer connectivity whereas, the Licensee brings in manufacturing/sourcing and distribution/retail capabilities. SK Brands is actively seeking Licensing alliances with manufacturers, traders and retailers in houseware category aiming to bring quality products into every Indian household.”

Adding further, Chef Sanjeev Kapoor says, “The lifestyle houseware segment is currently scattered and has not been paid much attention. While Indian brands have often had the potential of curating world class products, there was seemingly a lack of trust amongst consumers in this segment. Our aim through the association with licensee like Tangerine and Trinity is not only to bring together more standardization, but also ensure that a premium and quality range of products are introduced that will be safe and convenient for the consumers. Today food is not merely limited to the senses of taste and smell but has gone beyond this to also include the senses of sight. Our Indian kitchens have developed well beyond from being a place where food is only cooked to a room which home owners are also paying attention to from a point of view of aesthetics. We are therefore very happy to have associated with HGH India 2015 which attracts more than a thousand Indian and international brands in this rapidly growing segment and was the perfect destination for this announcement.”

Some of the products that have been launched include Kitchen and Table Linen products like Mittens, Pot Holders, Kitchen Aprons, Place Mats, Kitchen Towels, Napkins and Table Runners. These products are manufactured using 100% cotton fabric. The SK range of kitchenware products like mugs and dishes constitute of porcelain, which is microwave safe.

The SK range of cutlery is beautifully crafted in 18/10 stainless steel, which is food grade, hence, safe for usage. It has classic and contemporary styles that will complement any dinnerware pattern. The product range varies from modern contemporary patterns to plain and elegant styles, which makes it classic and timeless. Also, there is an exclusive high-end premium range of cutlery available under the SK Signature Brand, which is crafted with silver-plating and gold-plating.

Mr. Amitabh Shukla (Director, Trinity Kitchenware), says, “We are happy to associate with the iconic brand Sanjeev Kapoor, who has redefined the Indian Culinary space and now committed to improvise the experiential aspect of consumers by launching trendy and quality houseware products.  It’s been a pleasure to develop cutlery products with the SK team who has been relentlessly working together, right from product designing to packaging.”

Adding to this, Mr. Rajiv Merchant, Co-Founder & MD, Tangerine commented, “Brand Sanjeev Kapoor is the most authentic brand for every Indian kitchen as the Chef is known by every house maker and his name itself brings credibility and assurance. We are excited to work with the SK brand and aim to provide customers with a complete experience in kitchen and table products at one place, under one brand. The interesting and classy pieces will certainly raise the standard of cooking in every house and create an organized look in the kitchen and dining space.”

He continues, “We are hoping to reach out to every woman and make her cooking experience more contemporary by offering them the finest fashion concepts for kitchen and tableware.”

The HGH India exhibition which is into its 4th year now and has already attracted thousands of national and international brands, and has partnered with Chef Sanjeev Kapoor and FOODFOOD for this year’s event.

Mr. Arun Roongta (MD, HGH India 2015), says, “Sanjeev Kapoor is an authority in the culinary world and a highly respected brand amongst consumers all over the world for the entire kitchen and home space. He is associated with quality, innovation, style and consistency. HGH India is a trade show designed to bring high quality brands and products in the Indian retail space for houseware, home décor, home textiles and gifts categories. As both brands share the common philosophy and objectives of bringing the best to India, HGH India’s association with Sanjeev Kapoor will go a long way in furthering this cause at the trade and consumer levels.”

Source : Lokesh Shastri