Manufacturer and retailer of bone china and ceramic tableware Clay Craft (India) Pvt Ltd on Tuesday announced a strategic tie-up with Snapdeal.com to merchandise its branded tableware and crockery under Kitchenware product category of the online marketplace.
Clay Craft is currently the market leader in India’s organised retail market in this segment and about 30% of its Rs 150 crore turnover in 2013-14 came from online merchandise through other channels the company used for direct dispatches, Deepak Agarwal, Director, told Business Line .
To ensure safe delivery of fragile products, Clay Craft has also set up an in-house thermocol unit at Jaipur, he said.
Under its new exclusive tie-up, Clay Craft’s fine bone china, ceramic ware and thermo ware products will be merchandised on Snapdeal.com and made available to more than 25 million Snapdeal members across 5,000 towns and cities of India. This product range includes tableware and tea-sets, kitchenware, interior art pieces and exclusively designed mugs, he said.
This online partner would provide Clay Craft a large customer base, both medium and high income groups. “Our offerings are set to replace the traditional stainless steel tableware into fine bone china and premium plastic tableware. The Indian household is accepting fine bone china because it is proven as non-toxic and bacteria-less.”
Traditional and Mughal theme based products will be the key attractions that will not just meet the demands of niche customers but also cater to corporate and social gifting needs.
Clay Craft currently has a network of nearly 10,000 retail counters and over 150 channel partners. It also has partnership with major retailers like Big Bazaar, Home Center, Lifestyle, Spencer and HomeShop 18 and its corporate clients include Maruti Suzuki, Westside, Lifestyle, Nestle, Airtel, Vodafone, Taj Group, Hyatt Hotels, Pepsi and Wipro. It exports high-end products to the UK, Egypt, Saudi Arabia and the UAE.
Established in 1994, the company recently acquired Jaipur Ceramics Pvt. Ltd.