Rohin Ramchandani
With a deep understanding of the demands and peculiar needs of the Indian consumer, several players in the kitchen space are customizing their product offerings. Increased competition in the industry is also narrowing down the price gap between Indian and European brands. Rohin Ramchandani, Director, Grandeur, in a conversation with Maria R, discusses the growth potential of the kitchen industry, and the latest global designs, trends and innovations that are making their way into Indian kitchens faster than ever.

How do you see the growth potential of India's kitchen market? What are the factors boosting this industry?
Consumers are becoming more and more aware of the brands available in India. With the increased options available to them, customers are getting access to European luxury design brands in the comfort of their city. Further, advancements in production technology is making customization of kitchen design and layout possible for individual preferences or requirements.

Increased competition has also narrowed down the price gap between Indian and European products such as furniture, kitchens and wardrobes. But there is still a significant difference in the quality and finish between Italian, German and other European brands when compared to Indian brands. Further, design trends from the world over are making their way to India faster than ever. Soon after a new design trend is introduced, for example in Milan, it become prevalent in India as well. All of these factors are pointing toward a very bullish future for the industry as a whole.

Italian German Modular Kitchens

What are the latest design trends being witnessed in kitchens?
Kitchen design trends are continuously evolving. Though most designers have their own style, I have noticed a growing interest in using lacquered glass on kitchen units in the past few months. This is expected to continue for the next year as consumers are increasingly trend-aware and design conscious. Consumers are also opting for handleless kitchens that are designed to suit minimal, straight-line design sensibilities. Full height tall-units are now a standard offering in all kitchens and constitute upwards of 35% of the kitchen space.

"Increasing awareness of consumers about the options available to them in the market point toward a very bullish future for the kitchen industry as a whole"

What makes Grandeur a well-known brand in India?
Since 1998 Grandeur has been offering discerning customers modular kitchens, appliances and furniture from premium European brands. Our showrooms in Delhi, Mumbai and Bengaluru showcase exclusive Italian and German modular kitchens that are functional, aesthetic and fully customizable. To complement these, we are offering built-in kitchen appliances from leading global brands. Grandeur has also collaborated with some of Italy's finest furniture brands to bring world-class wardrobes, innovative wall compositions, and exceptional living, dining and bedroom solutions.

We also pride ourselves on the sales service provided by our team of professionals. Over the years, Grandeur has carved a niche for its brand amongst reputed architects, interior designers and developers of residential projects.

What gives Grandeur an edge over its competitors?
Our advantage lies in our vast experience of 18 years in the trade. We have a keen understanding of the demands and peculiar needs of the kitchen market in India, as a result of which, we have worked with our Italian and German partners to customize the products as per Indian tastes and requirements. For instance, our Italian partner DelTongo has introduced waterproof, all-aluminium plinth panels and anti-scratch laminate surfaces specially for the Indian market. This is to keep up with the washing habits and rough usage by the domestic helps in homes across India.

Indian Kitchen Industry

Such customizations for Indian consumers along with our wide range and design expertise has made Grandeur a known name in the industry. Our products are known to last for more than 15 years without any maintenance; this has set the standard for quality and trust.

In addition, Grandeur is a one-stop luxury design destination with its offering of the best Italian and German brands across multiple interior categories that include modular kitchens, wardrobes, appliances, bedrooms, living and dining solutions. So a customer looking to furnish his/her home doesn't need to visit multiple stores and can have a hassle-free shopping experience. Since we showcase multiple brands the buyer has enough options to choose from, so he/she can create a uniform aesthetic look across his/her entire home.

Grandeur Modular Kitchen
Please tell us about Grandeur's innovative offerings.
Fenix NTM by Del Tongo is a revolutionary kitchen finish; it was an outcome of nano technology research and development, and was recently launched in India by Grandeur. This new extra matt finish has several advantages over standard finishes: it is scratch resistant, anti-fingerprint, anti-static and anti-bacterial. However, the standout feature for this finish is its ability to self-heal scratches on its surface by simply applying heat.

As India is a nation of diverse cultures, how essential is it to select the right materials and incorporate local flavor in kitchen design?
Indian cooking and usability habits vary vastly from those in Europe. In addition, in order for one's kitchen to truly reflect one's style, a high degree of customization is required. This becomes possible by partnering with large scale producers and big European brands that have a large range of product offerings. With the varied options available, the consumer in India can easily pick a kitchen finish that matches his/her indi8vidual style or preference, without having to compromise on quality.

"Our cababilties lie in customization for Indian consumers, our design expertise, and in showcasing a wide product range"

In the Indian context, it is important to bring finishes and materials that can withstand the harsh Indian cooking conditions. For instance, based on our inputs and undertsanding of how Indian kitchens function, Del Tongo introduced an anti-scratch gloss finish (that is robust and durable) specifically for the Indian market.

In India, people are keen on luxury and functionality but are very price-conscious too. How do you blend the two aspects in your offerings?
High quality products don't always come at an unaffordable price. In fact, there is not much difference in the actual cost of a domestically manufactured kitchen versus a basic Italian kitchen. With consumers becoming increasingly aware of this, sales are increasing significantly. The price to quality ratio of our products manufactured in Italy and Germany is much better than their Indian counterparts.

What is your current market reach and how do you plan to extend it further?
Our loyal client base pans India and abroad. Having done more than 8,000 installations across the world, we have a good presence in all major cities of India. However, we are now looking to partner and expand using a franchise-based model.