With cooking gas subsidy gradually being reduced and electricity availability improving in the hinterland, Chennai-based Preethi Kitchen Appliances, a wholly-owned subsidiary of Philips India looks at a robust business opportunity for its appliances like induction cookers along with mixer grinders. 

Looking at the robust growth opportunity with changing macro economic situation, the company looks to increase its market share in the country's Rs 2,500-crore-odd mixer grinder industry from current 15 per cent to about 20 per cent in the next five years. 

“Electricity availability is a major factor. Also, with subsidy going away, induction will grow faster. We are expanding our reach from Southern Market to Central and Eastern market like Gujarat, Maharashtra and Odisha. During 2012, we had seen a spurt in the induction cooking platforms due to rationing of subsidised gas cylinders. But the same had started declining after the new government lifted the limit on number of cylinders," said Rupendra Yadav, Chief Executive Offier, Preethi Kitchen Appliances Pvt Ltd. 

Yadav refused to share the revenue numbers, however, he maintained that the company had achieved 11.5 per cent growth last year, and expects to achieve higher growth this year with increased market presence and new product launches. 

The company launched its multi-function Zodiac Mixer Grinder in Gujarat. The company has also applied for a patent for first of its kind centrifugal juicer jar, which is used for fresh fruit juices.

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