Modular Kitchens in Bangalore, Interview of Rajeev, IKI

Interview of Rajeev – IKI, Bangalore

• Size of Store: about 2,200 sq. ft.
• Launch: April 2012

Why IKI?

Since we are of a construction background, we originally wanted to set up a design studio in order to cater to our captive customers. The fact that the IKI Kitchens store is located inside a mall has increased our customer base, with retail sales being our mainstay.

Bright Red Laminated Modular Kitchen display at IKI Bangalore - attractive and eye-catching

What are the most popular kitchens?

Apart from the standard shutters, we have on display 5 actual kitchens with a multitude of finish and material options ranging from natural woods, to laquer, veneer, etc. for the customers that visit at our store. Even so, the trend towards solid wood kitchens is prevalent. The majority of our sales, about 90%, are in Birchwood and White Ash kitchens, while laminate and acrylic kitchens make up the rest of our sales.

White Ash Painted modular kitchen - Classy and clean lines

What is your typical customer like?

An average customer would be a homeowner with an apartment in the price range of Rs. 50-80 Lakhs. We have also supplied kitchens for Villa schemes that are priced at Rs. 2 Cr. onwards. The fact that IKI Kitchens is a premium brand does not mean that we decline business. We try and cater to a customer with a smaller budget as well.

Walnut Modular Kitchen with a solid wood dining set on display  at IKI Bangalore

Comment on the market for modular kitchens.

Our average sales amount to about Rs. 20 Lakh/month. But, this is a very small amount when one looks at the demand and market. The concept of modular kitchens is catching on in Bangalore. When it comes to Hebbal, which is where our store is located, this is a nodal point as it lies between the new international airport and the main city of Bangalore. There are many residential schemes that are in progress around here with this part of the city being well laid-out and spacious. There are a number of ready-to-furnish apartments, wherein on average for a 2 Bedroom apartment, customers would look at installing atleast a Rs. 3 Lakh kitchen.

The fact that so many projects are in the launching stage with a typical apartment of 2,500 sq. ft. that costs about Rs. 3-3.5 Cr. per apartment is an indicator that the modular kitchen segment is an opportunity that needs to be tapped. It is just a matter of reach and increasing visibility.

Acrylic Modular Kitchen - The black and white combination never goes out of style

Your views on Advertising

I personally feel that advertisements are the most effective way to get actual, interested customers. We have a healthy amount of walk-ins at our store. Our register shows about 400 walk-ins over the past 6 months. But, walk-ins are more casual, or window-shoppers that are just browsing through. Actual, serious customers come through advertisements and that is where the conversion rate is higher as well.

I feel that when one is targeting the premium segment, the Times of India is the best form of print media as it is a staple for the who’s who in the city. We have not had any online queries or references so far, though this is an avenue that we plan to explore as well.

Veneer Laquer Modular Kitchen

Your message to Timborians:

Timbor’s origins lie in the fact that we are able to create a multitude of designs in modular kitchens. I firmly believe that this is what we should continue to focus upon – create unique and personalized designs for every individual customer.

Providing the customer with a personal experience, backed up with good implementation goes a long way in creating a satisfied and happy customer.

There are many a time when the customer sees the entire rendition of what their kitchen is going to look like and is astounded. Customers are curious and one of the first things that they ask is why ‘Intelligent’ (IKI – Intelligent Kitchen Ideas). Being proud of the fact that you are providing the customer with their dream kitchen is important. If one is secure and thorough with the message, it is easy to translate it to the customer as well. I enjoy explaining to the customers the functionality and applications of the different hardware, the scope for further improvements, etc.

Ensuring that the customer is directly involved in all aspects of the process is a good idea. Seeing the kitchen as a personal, individual entity as opposed to a sales target makes the whole experience more enjoyable for both the parties involved.

In the end, I would say that IKI Kitchens add flavor to the life of an Indian Home. Neither would an Indian home, nor Indian cooking be complete without the right amount of flavor.

Give it your best shot and interact with your customers.