World Kitchen launches Indian subsidiary; Contract to handle all brands

Contract won the mandate for Corelle Kitchenware in June, 2011.

World Kitchen announced the official launch of its wholly-owned Indian subsidiary, World Kitchen (India). Contract Advertising will manage all the brands from the company's stable. There was no official pitch for this business. Earlier, Contract had won the mandate for Corelle Kitchenware from the World Kitchen stable, in June 2011.

Apart from Corelle Kitchenware, Contract Advertising will manage brands such as Corningware, Pyrex and Visions.

Nandina Ramchandran, country general manager, World Kitchen India has confirmed the news to afaqs!.

"Driven by higher household income and growing aspirations to own branded and better quality products, today's Indian consumers are demanding houseware beyond durability and designed to go with their sophisticated lifestyles," says Ramchandran.

"We aim to continue to provide Indian consumers with products of the highest quality, such as Corelle. With the launch of World Kitchen's Indian subsidiary, we are in a very good place to do so," adds Ramchandran.

Under the new subsidiary, World Kitchen will sell directly to Indian consumers through retail outlets and channel partners. This model will enable World Kitchen to sell directly in North, East and West India. An appointed partner, TTK Prestige, will overlook the southern distribution. This arrangement also provides World Kitchen with better control over local sales and marketing activities, together with improved customer service standards.

Besides benefiting from a wider distribution system, consumers in India can also look forward to new products and designs launched not only from the iconic Corelle brand, but also from Corningware, Pyrex and Visions.