Tupperware, a globally renowned brand in the field of kitchenware and storage solutions, has captivated the Indian market with its ingenious marketing strategy. The company's journey in India is a testament to its adaptability, innovation, and understanding of local consumer preferences.
Making a Global Footprint
Tupperware India, a wholly-owned subsidiary of the approximately $2 billion Tupperware Brands Corporation, which has its global headquarters in Orlando, USA, has developed an unique strategy of marketing. The premium homeware brand has switched from direct selling to a multi-channel sales approach as its main sales channel in India. Historically known for its direct-selling model that targets women, India is the first and largest market for the storied brand that began its journey in the US in 1946.
Unique Marketing Strategy to have Market Control
While the company has consciously continued with its core direct-selling channel in India, where it currently boasts of having 70,000 women as its direct selling consultants as opposed to around 3 million globally, Tupperware India, with its head office in Gurugram, has now also started selling through its recently-established offline stores, online e-commerce platforms, as well as its newly-formed webstore. More than a million direct dealers and consultants have grown to be part of the brand's strong and devoted network in India.
The new approach took form in July 2019 when the brand in India encountered difficulties as its sales began to decline. The sales of Tupperware India decreased at a CAGR of over 10% between 2013 and 2018, despite the market for home and kitchen goods being consistently rising.
India, which was among the brand's top 10 markets five to six years ago, actually fell to the top 20 markets by 2019. Along with nations like Russia, Europe, Australia, Malaysia, and Indonesia, India is one of Tupperware's fastest-growing markets.
China, Brazil, and Mexico are significant markets for the company, which has a presence in more than 100 nations through its home and kitchenware categories, which include design-driven food preparation, storage, and serving solutions. The company also sells cosmetics and personal care items under the names Avroy Shlain, Fuller Cosmetics, NaturCare, Nutrimetics, and Nuvo.
Tupperware's focus on high-quality, durable, and innovative products has resonated with Indian consumers. The brand's commitment to providing solutions to everyday kitchen challenges has helped it gain a loyal customer base. The innovative features of Tupperware products, such as airtight seals, microwave-safe materials, and stackable designs, have addressed the unique needs of Indian households.
According to Tupperware India's recently developed multi-channel strategy, having only high-quality items in the portfolio may not be enough to make them successful in today's industry. However, in a market that has changed, one must be proactive in expanding the reach through a variety of means. Even Amway, the largest direct-selling company in the world, modified its approach and started opening physical storefronts.
The market has changed, and to succeed in it, one must consistently be quick and adaptable. And it holds true even for a company like Tupperware, recognised for its heritage and high-quality products. It was about time they understood they couldn't continue with their traditional strategy of direct selling, which began as a way for women to engage in social activities. On the other side, customers increasingly place more value on convenience. According to N. Chandramouli, CEO of TRA Research, a business that provides consumer analytics and brand insights, Tupperware's multi-channel approach has already begun to show promising results and will help the brand regain its market share in the future.
Tupperware's marketing strategy in India exemplifies the brand's deep understanding of the local market dynamics, cultural nuances, and consumer preferences. By combining a direct selling model, commitment to product quality and innovation, localization efforts, digital engagement, and socially responsible initiatives, Tupperware has created a recipe for sustained success in the Indian market. As the brand continues to evolve and adapt, its ability to strike a balance between tradition and innovation will likely keep it at the forefront of Indian kitchens for years to come.