arttd'inox being a decade old brand from the house of one of the biggest stainless steel manufacturers, Jindal Stainless Limited; what led the company to enter into the world of kitchen? What is the basic design philosophy of arttd'inox kitchens?
arttd'inox, the premium brand of tableware and home décor products in stainless steel ventured into the world of kitchen to offer premium and bespoke modular kitchens in complete stainless steel.
The power of stainless steel-a 100% recyclable green material was already established in commercial kitchen space. For homes, issue was with look and feel, gap was for robustness. We being in stainless steel business for very long had a know-how to bridge this gap, as we were very well placed as a designer for stainless steel products which we extended to kitchen as well.
arttd'inox makes available kitchens in any color and design patterns. The brand offers three distinct styles in the modular kitchen space - contemporary, linear & minimal. arttd'inox has tied up with international brands to provide with the-state-of-art gadgets, appliances, and fittings in their modular kitchens.
Why kitchen made of stainless steel should be preferred over other materials?
The new age modular kitchens have been designed and manufactured keeping the global Indian customers' cooking styles in mind which essentially comprise wet and oily cooking. The benefits that a complete stainless steel modular kitchen brings include:
- The kitchen elements are non-fluctuating to temperature variations
- Stainless steel as an element also guarantees a corrosion resistant and pest & termite proof kitchen.
- Owing to its easy to clean & wipe quality, these kitchens are extremely hygienic, with ingredients not being retained on surface.
- Specially designed for Indian temperature conditions where wooden kitchens collapse after couple of years.
- Only company to offer quarterly after sales service and AMC.
How do you see the growth potential of kitchen market in India and what are the factors which are giving boost to this industry?
Currently, modular kitchen industry is of 2500 crore which is expected to grow at CAGR of 45% in the period 2013-2018.
As of today, 85% of this market is unorganized with the shift slowly going towards organized sector and hence this is a great opportunity of growth for branded players.
With consolidation – even in organized sector, big players are merging with smaller ones and hence brands with good brand presence and national availability will stay for long run.
We are expecting an exponential growth in HNI customers and believe that in coming times, most of the households will prefer modular kitchen and the competition would be of materials used for making the kitchen.
The new lifestyle of the recent times has brought dramatic changes in kitchen design. What are the latest design trends being witnessed and technology adopted at large in this industry?
- Space management
- Clear-cut knowledge of working and washing space among the consumer
- Open plan kitchen
- Choices in kitchen work top
- People do get impressed by technology in the kitchen but robustness is the first priority.
We are the 1st stainless steel modular kitchen brand in the world and completely integrated company coming from the house of Jindals.
With our own design studio and state-of-the-art manufacturing set-up we design completely customized kitchens and deliver the order in the shortest possible timeframe. Moreover, the biggest of all these is our prompt after-sales services.
What's your take on the Indian perception of modular kitchens considering the fact that kitchen has traditionally been a housewife's bastion here?
Kitchen is definitely the domain of the person who cooks or takes lead in cooking. Today, whether it's the wife or the cook or even the man who likes cooking, modular kitchens are definitely preferred for:
- Ease of usage
- Space utilization
- Aesthetics and ergonomics
In India, people are keen on luxury and functionality, but simultaneously, they are very price-conscious. How do you blend these two aspects in your offerings?
We are definitely costlier than the regular wooden kitchen but customers value our products. We are very economical when it comes to total cost of ownership after considering:
- Material i.e. stainless steel both in structure and carcass
- Customization
- Life of kitchen, pest free and cleanliness
- After sales.
- Tastefully designed
- Convenient to work in
- Value for money
- Good space utilisation
- Blending with your overall décor story.
According to you, how symbiotic should be the bond between a kitchen designer, architect, and consultant, since they interact with clients informally and understand their preferences quite well?
The relationship among the three a kitchen designer, an architect and a consultant is very important as clarity and excellent understanding is required. The architect and consultant have a good customer understanding and look at the home as a whole where kitchen is a part and can communicate that to the designer whereas designer can concentrate on functionality and feasibility of the kitchen along with aesthetics thus marrying the requirement and execution.
