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.
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| 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.
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| 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.
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| 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.
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| 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.
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| 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.
