TTK Prestige is responding to the ongoing turbulence in the appliance segment with a calibrated two-pronged strategy – premiumising its core appliance portfolio while aggressively expanding into smaller, impulse-led domestic appliances, as the category grapples with pricing pressure and the influx of new, largely e-commerce-driven brands.
The company’s management acknowledged that parts of the appliance business are currently facing a pricing war, triggered by tactical discounting from new entrants, many of them sourcing from China and leveraging online marketplaces. Rather than reacting abruptly, TTK Prestige plans to stay the course, betting that the current phase of price aggression is transient.
In a post earnings call, Venkatesh Vijayaraghavan , MD & CEO, TTK Prestige revealed that the first pillar of the company’s strategy is to double down on premiumisation in appliances. According to management, pricing pressure is largely confined to small and entry-level appliances, while mid-sized and high-value appliances remain relatively insulated.
By strengthening its premium offerings under the Prestige brand, the company aims to protect margins and differentiate itself from new-age, price-led competitors. Management believes that competing head-on through tactical pricing would dilute brand equity and may not be sustainable over the long term.
This approach is also aligned with a broader consumption trend, where premiumisation is gaining traction in select geographies, even as Tier 2 and Tier 3 towns continue to drive volume-led growth. TTK Prestige sees this dual dynamic premium growth in urban centres and mass-market expansion beyond metros—as a structural opportunity.
The second leg of the strategy focuses on smaller domestic appliances, which the company now views as an impulse category, aided by the rise of quick commerce and e-commerce platforms, he said..
Consumers are increasingly willing to experiment with lower-ticket, utility-driven appliances, prompting TTK Prestige to accelerate the launch of new SKUs and sub-categories. Management indicated that the coming quarters will see a significant increase in product introductions, aimed at staying relevant in fast-moving consumer preferences without compromising on brand positioning.
While this segment is also the most competitive, TTK Prestige is selectively expanding its presence rather than chasing volumes at the cost of profitability.
The company highlighted that e-commerce, quick commerce and large-format stores now account for over 30% of sales, intensifying price competition, especially in smaller appliances. General trade contributes around 40%, with exclusive brand outlets at about 15%.
The growth of digital and modern trade channels has increased visibility for new brands, adding to short-term industry disruption. However, management believes targeted corrective actions can help stabilise general trade while maintaining channel balance.
TTK Prestige also flagged rising input costs as a near-term concern, driven by global economic and policy-related disruptions. While inflationary pressures are beginning to ease, cost volatility is expected to persist in the near future.
That said, the company noted that domestic demand remains largely resilient, and the latest quarter benefited from a strong festive uplift, helping offset some of the pressures in appliances.
Despite near-term challenges, TTK Prestige remains confident about the long-term prospects of the appliance business. The company continues to invest in capex, R&D and brand-building, while expanding manufacturing capacity across cookware, cookers and partner-led appliance production.
By avoiding knee-jerk price cuts and focusing on brand strength, premiumisation and selective expansion, TTK Prestige is positioning itself to emerge stronger once the current phase of competitive intensity stabilises.