Niva Von
Niva Von Weisl, Managing Director, Sub Zero Wolf, discusses the brand's usp, the potential the company sees in the Indian market, and why the trend of built-in appliances is inspiring kitchen designers with fresh layout ideas

What potential do you see for your products in India and which user segment are you targeting?

Indians are expanding largely to be amongst the fastest growing millionaires with 350,000 millionaires joining the club with an annual growth of 20 percent. Moreover, in 2018, Mercedes and BMW saw their best half yearly sales. After Fashion & Lifestyle, Accessories (Watches) and Cars, Indian HNIs are looking at luxury Interior Design and allied products.

Over the past 70 years, global kitchen brand Sub Zero Wolf has constantly evolved its designs as per changing trends and lifestyles. It offers highly specialized kitchen equipment with user-friendly technology and accurate control to the user. Its Integrated refrigeration system, for instance, has been designed to blend seamlessly with the kitchen décor, giving freedom from the traditional freestanding refrigerator, and freeing up space in the kitchen. The company has crafted products specifically for the Indian market to comply with the electrical requirement of 220 V and 50 Hz. Headquartered in Madison, Wisconsin, Sub Zero Wolf has a branch in Mumbai, and another will open in Delhi soon.

Our aim is to provide the best equipment that is easy to maintain and reliable, and at affordable price points

Niva Von Weisl, Sub Zero Wolf

Currently, the Imported Kitchen market in India stands at 55 percent with Germany, Italy, Japan and Americas being the leading exporters. The global built-in Kitchen Appliances Market is estimated to grow at 15 percent annually, and reach $7 billion by 2022, while the premium appliance market is growing at 20 percent annually.

Thus, I believe, it is evident that there is an enormous paradigm shift in the contemporary interior design style in India, which has the potential of accepting and implementing world-class appliances.

Sub Zero Wolf

Gauging this impending paradigm shift towards luxury interiors and modular kitchens Sub-Zero Wolf, the iconic American brand, entered the Indian market in 2009. With our first retail outlet in Mumbai and through its premium dealers we are targeting the luxury lifestyle consumers pan India. Another outlet will be opening soon in Delhi where our customers in North India will be able to experience the Sub-Zero Wolf brand.

What are the characteristics of the Sub-Zero refrigeration system?

Sub-Zero Wolf houses a plethora of premium kitchen appliances, customized for the plush Indian kitchens. Freshness in the kitchen and maintaining an ideal temperature of refrigeration is essential, hence, our advanced food preservation technology that merges seamlessly, and a dual refrigeration system with microprocessor controlling the precise temperature and defrost control.

In the Sub-Zero refrigeration system, the NASA-inspired purification system scrubs the odour, bacteria and ethylene gas into pure oxygen. Magnetic sealed doors prevent air leaks. Freshness and taste of the water are preserved by the advance water filtration that reduces particles and pollutants. Plus, easy maintenance access is enabled by the flip-up grille. Sub-Zero products are built and tested for exceptionally long life of about 20 years or more.

Sub Zero Wolf Kitchens

The materials used are of premium grade, with a blend of new-age technologies and state-of-the-art craftsmanship, designed to match the interior décor of the finest homes. Our iconic designs and superior quality are the reasons why Sub-Zero Wolf has remained at the forefront in the science of food preservation and precise cooking, making our appliances the preferred choice of chefs and users.

Which modular kitchen manufacturers has Sub-Zero Wolf allied with in India for integrating the appliances?

Valcucine is an international Sub-Zero Wolf partner as is Bulthaup and Bofi. Presently, we have 8 Sub-Zero Wolf dealers across India and more shall be added. We have tied up with not only international brands like Dadda (Armani), Radiance, etc. but also with credible indigenous manufacturers such as Tiara kitchens. Moreover, our products can be integrated with any modular kitchen following global design practices and standard kitchen layouts. Our dedicated service team across India makes the installation process uniform and hassle-free.

Is it possible to customize your products to fit small and large kitchens, as required?

Yes. Sub-Zero offers 30 models of different sizes and configurations to serve unmatched design flexibility. We offer three distinct design styles: Transitional, Contemporary, and Professional, relating to the design language of the interior designer and the end-consumer. With decades of designing and engineering, Wolf products can stack both vertically and horizontally to suit any space. Sub-Zero also has a growing list of integrated refrigerator and freezer column sizes in various sizes of 18', 24", 30" and 36".

Sub Zero Wolf Kitchen
Whether you choose a two-burner cooktop module alongside a griller, steamer, teppanyaki. a 4-5 burner cooktop, or a zone-free induction cooktop, Wolf offers endless possibilities. A typical American size oven requires 30" of space, but there are new alternatives available in size 24" of width, and in half the height.

We cater to the fundamental needs of a kitchen design, whether elaborate or confined, with the proper placement of our functional appliances like warming drawers, coffee machines, microwaves etc.

What advice would you like to give homeowners on their kitchen design and layout?

Kitchens have become the centre stage for home interiors and renovation. They are no longer the stereotypical spatially constrained corner room, but are being seamlessly designed to interact with the living and dining areas. In my experience, the kitchen has become a social element in the spatial design, with every homeowner taking a keen interest in his or her kitchen design and layout. Interior designers go the extra mile to understand the client's lifestyle to give them a more personalised kitchen design.

The Island kitchen design gives exceptional utility to the kitchen area. Furthermore, in any modular kitchen set-up, a built-in space for kitchen appliances should be kept in mind. Sub-Zero Wolf appliances are aesthetically designed to offer a premium finish along with intelligible integrated technology to be used by any member of the family.