Usha partners with Reliance Digital to launch iChef range, bets on premium sales for 30% of total retail sales – Industry News

Consumer durables brand Usha International launched five new kitchen appliances under its latest premium iChef range, at Reliance Digital in JVPD Scheme, Juhu, Mumbai. “The newly launched products will be exclusively available at select Reliance Digital stores across India, in major cities such as Delhi NCR, Mumbai, Bangalore, Hyderabad, Chennai, Kolkata, Mangalore, Chandigarh, Kanpur, Lucknow, and Vizag,” it said.

The new products launched include iChef Steam Oven, iChef Heater Blender, iChef Smart Air Fryer 5.5L, iChef Smart Air Fryer – Digital 5L, and iChef Programmable Kettle.

“With the introduction of our new premium cooking range, we anticipate that premium sales will grow to constitute around 30 per cent of our total retail sales. Notably, in the MG category, we have witnessed a clear trend of premiumization in retail, with higher ASP SKUs contributing to 49 per cent of sales in Q3 2023 compared to Q3 2022,” said Sachin Anand, Senior Vice President – Retail & Company Shop at Usha, told FinancialExpress.com

“Given their extensive reach and robust nationwide presence, Reliance Digital was the most obvious choice to collaborate with, and we are delighted to have them as our exclusive retail partner,” he said in a statement to media. 

Reliance Digital spokesperson added, “We at Reliance Digital constantly endeavour to bring the best and the latest in technology for our customers across India. With the exclusive launch of the Usha iChef range, customers can now walk into our stores and experience kitchen solutions that are designed to not only deliver delicious meals but also uphold their commitment to a healthier lifestyle.”

The festive focus

Commencing with Onam, the festive season this year has delivered a 200 per cent growth in retail YoY for the brand, in comparison to the same period last year. “For us, the festive season is expected to contribute approximately 29 per cent of our sales, with the second half accounting for around 55 per cent to retail sales,” Sachin Anand said.  

The consumer durables brand is also collaborating with its partners in rural towns to ensure better connectivity during the festive season. “In Q3 and Q4, we are set to onboard retail partners, even in tier-III and tier-IV locations with populations under 5 lakhs,” he added. 

“We are highly optimistic about growing our footprint by 15-18 per cent by March 2024. Notably, Andhra, Telangana, and Tamil Nadu markets have responded positively, and we are poised for robust double-digit growth during this festive season. In our approach, online and offline channels complement each other, demonstrating similar growth trends,” Sachin Anand concluded.