KOLKATA: Triveni Bialetti, an Indo-Italian joint venture company is targeting to achieve a market share of five percent of non-stick cookware product in 2009 in the country. The company has invested Rs 63 crore to set up the India’s largest manufacturing unit to produce non-stick cookware in Khardi, Maharashtra. The company has already launched its products in Mumbai and Bangalore. The nonstick products of the company are being sold in the country under the brandname “Stella”.
Dinkar Suri, CEO of the company told Express that the mainly aluminium based non-stick cookware are being manufactured in the Khardi plant.
The unit has the capacity to produce five million pieces per annum.
“We also produce a small portion of stainless steel non-stick cookware,” Suri said.
However, he said that the market size of non-stick cookware industry in India was Rs 450 crore annually and growing at a rate of five to ten per cent. Suri said while the branded non-stick cookware manufacturing companies have captured 50 per cent of the market share, the remaining 50 per cent was held by unbranded companies.
“At present we are focusing on South and Western Indians markets.
But in 2010 we have a pan India presence,” he said.
According to him the company intends to appoint 6,000 retailers and 70 distributors across the country.
Already Triveni Bialetti has appointed ten distributors.
Triveni Bialetti, the 70:30 joint venture between Bialetti and the Gangar family is the first ever Foreign Direct Investment (FDI) in the country in the cookware manufacturing industry.
Bialetti Industrie is Italy’s No. 1 cookware manufacturer and is currently ranked amongst the top 5 in the world.