Premium cookware company Wonderchef aims to engage nearly 50,000 homemakers to sell its products through direct-to-home marketing in the next three years. At present, the Rs 55-crore company operates through 100 franchises in 14 States.

According to Ravi Saxena, Managing Director, Wonderchef Home Appliances Pvt Ltd, the company provides training to the homemakers in using the products.

Sales through such direct-to-home marketing account for about 35 per cent of the company’s total revenue. “Our franchises and members don’t do door-to-door sales. The franchises conduct workshops and train homemakers (to build a community),” Saxena said.

According to him, sales through online, retail and television shopping routes contribute 12 per cent, 18 per cent and 35 per cent of the company’s turnover, respectively.

Wonderchef expects nearly 55 per cent growth in turnover in the next fiscal, Saxena added.

Retail expansion

The company is also planning to expand its presence in the retail segment. “We have planned to invest Rs 15 crore to add 90 outlets in the next three years to its existing 60 stores,” Saxena said.

Apart from exclusive stores, the company’s products, which are of imported brands and customised for Indian users, are available in 400 retail stores.

> ayan.pramanik@thehindu.co.in

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