Back in the olden days, it was the norm for parents to ‘dower’ their newly-wed daughters an entire range of functional utensils and kitchen appliances, including the ubiquitous pressure cooker, which was invariably from TTK Prestige.
Established in in 1928 by TT Krishnamachari, who later became the Finance Minister of India, the company started business as an indenting and distribution company. It was only in the late 1940s that it ventured into the manufacture of pressure cookers.
Today, the TTK Group comprises seven companies and spans 30 product categories. TTK Prestige, the flagship group of the company, is the market leader in kitchen appliances with over 600 products in its portfolio.
Initial scepticism
The frontrunner of the pressure cooker, the steam digester, was invented by Denis Papin in the 17th century. Recognising the potential for its usage in India, TTK Prestige introduced these contraptions in the country in 1949.
Women in India were initially uneasy about the efficacy and safety of the new product. TTK Prestige sent its personnel on a door-to-door exercise to demonstrate the usage, benefits and safety features of the pressure cooker. Not many people know that these safety features — which are taken for granted these nowadays — such as the Gasket Release System (GRS), Gasket Offset Device (GOD) and the Double Locking System, were all pioneered by TTK Prestige.
The company used clever advertising to drive home the safety features incorporated into the cookers. The first iconic ad – ‘Jo biwi se kare pyaar, woh prestige se kaise kare inkar?’ caught the public’s imagination. The products lived up to the promises made and became so popular that the Prestige name became synonymous with pressure cookers —especially in South India.
The Southern market preferred outer lid pressure cookers. To capture the northern market, the company had to innovate and manufacture inner lid cookers. Though Prestige was eager to make its mark at the national level, it was not satisfied with remaining a ‘cooker’ manufacturing company. A chance visit to some rural households in the South had given the management something to think about — almost all households had mixers; one could prepare food sans a pressure cooker, but not without a mixer, as it was used to grind the ingredients.
Diversification
A decision was made to foray into other categories. Consequently, in the early 1990s, the Prestige range of non-stick cookware was launched. For more than a decade after this, Prestige dealt only in cookers and non-stick cookware, improving and innovating in both categories. As its R&D lab came up with blueprints for other kitchen appliances, such as gas stoves, mixers, ovens and toasters, the option of sourcing was adopted. While pressure cookers and non-stick cookware continued to be manufactured in-house, the manufacture of electrical appliances and gas stoves were outsourced.
Over the years, Prestige built up a stunning range of cookware customised for the Indian cooking style; one that is not just functional but also looks classy. Some examples: apple-shaped cookers (which won a designer award), granite cookware, induction base on HA (hard anodized) body, electric rice cookers, and a deluxe cooker with pressure indicator, and the like. Gas stoves (ordinary and ones with Schott glass), customised induction cook-tops, mixer grinders and kitchen hobs (chimneys) are also available.
Innovations
The company took into consideration the emergence of nuclear families — with both partners working —and the consequent decrease in time available for cooking.
Prestige claims to have introduced the world’s first four-burner split-level gas stove (Duplex), which saved time for the housewife and removed the dangers of clanging vessels and burnt fingers that the earlier, one-level four-burner gas stoves caused.
Another innovation — non-stick cookware on which metal spoons could be used — followed, after research indicated that most Indian women were reluctant to use wooden spatulas. Even the pressure pan — another top selling product from its stable — was designed keeping in mind the cooking needs of Indian housewives. The ‘Pressure handi ’ was introduced to retain the flavours of the spices used in cooking through better absorption.
It also introduced Hobtop, India’s first convertible gas stove, which won an International Design Excellence Award (IDEA). Another innovation was its microwave pressure cooker — the first of its kind in India. It is said to be the world’s first CE marked (Conformity Assessment for pressure equipment) microwave pressure cooker. Prestige recently launched the Clip-On pressure cookware, where a customised lid converts any cookware into a pressure cooker.
In addition to this, since most Indian housewives use oil even on non-stick cookware — defeating the very purpose of the product — Prestige is tying up with Dupont to produce non-stick cookware with a coating that prevents residue formation (and subsequent carbonisation) even when oil is used.
It is this constant innovation, keeping in mind customer preferences and convenience, that has kept TTK Prestige on top. Employees at Prestige are taught to not only educate the customer on the uses of the various products, but also get feedback. With 115 authorised service centres, its after-sales service network is one of the best in the country, with even 30 to 40-year-old products being serviced.
Marketing strategies
The company has adopted innovative marketing strategies and intelligent advertising to promote its products. In fact, Prestige is said to have pioneered the exchange concept in kitchenware in India, where one could take an old pressure cooker and get a new one in exchange for a nominal amount. Its latest ‘exchange anything for anything’ campaign has yielded excellent results and . brand ambassadors Aishwarya Rai and Abhishek Bachchan have breathed new life into the ‘Jo biwi se kare pyaar…’ tagline.
The company prides itself on its distribution network which ensures that you can buy a Prestige product at any location in India — through direct dealers, retail stores and authorised re-sellers. These are supported by its own network of showrooms: there are more than 500 Prestige Smart Kitchen stores, which provide all products and solutions across 200 cities, the Prestige Kitchen Boutiques, and Prestige Life Style Stores. One can also purchase their products online!
First of its kind
Prestige is the first company in India providing complete kitchen solutions. It is also the first kitchenware company in India to receive the ISO 9001 Certification and the PED/CE Certification by TUV, Germany. Its products are in great demand all over the world, something it has achieved through strategic acquisitions and tie-ups with global brands.
TTK Prestige is listed on both the BSE and the NSE. Its revenues for 2015-16 stood at around ₹1500 crore. Pressure cookers and cookware continue to contribute the maximum revenue, even as other sectors show growth. It recently entered the home cleaning segment, and is planning to bring out its own electric mop and other products.
A company that takes safety so seriously is naturally deeply dedicated to social services. Prestige runs voluntary blood banks at Chennai and Bangalore, an alcohol and drugs de-addiction centre at Chennai, and an educational institution. It is also associated with the Indian Cancer Society.