INTRODUCTION

It was in the year 1928 that T T Krishnamachari, the first finance minister of India.
Founded TTK Prestige, one of the oldest business houses in the country today. Having
initially pioneered and established a network of distribution, TTK Prestige moved to
manufacturing, post-independence. Being a dynamic and fast growing company, it soon
became the leading manufacturer of Pressure cookers in India and offered the most

comprehensive range of kitchenware in the world.

One of the main reasons why TTK attained its leadership status is because it epitomised
quality at an affordable price. It innovated and explored new business categories, all the
while keeping its Indian identity intact. A company built on the foundation of trust,
transparency and knowledge; TTK has grown to an impressive size today. Its a 6000-crore
group with 15 manufacturing units and 5000 employees. With products and facilities that
enjoy international accreditations, TTK enjoys a presence in over 4, 00,000 retail outlets
across the country. Pressure cookers, toys, condoms, ready to fry foods; ball pens and
cartography encompass some of the products TTK pioneers and deals in. And of course, it
also has a strong business presence abroad and is associated with international

organizations like SSL, Sara Lee, and DuPont etc.

Setting up a manufacturing facility in Bangalore in 1949 kick-started the success saga that
continues to grow more distinct by the day. Through the years, Prestige has always initiated
numerous manufacturing and marketing innovations; be it something as unconventional as
dropping pamphlets from a helicopter in the fifties or the popular Exchange Schemes,
which have become the order of the day today, Prestige, continues to give customers
complete value for money.

In the 1990s Prestige introduced Manttra, targeting people abroad whose cuisine was compatible
with pressure-cooking. It was well received. With leading chain stores like Macys, Target, Kohl,
Wal-Mart, K-mart and Sears stocking the brand, Prestige ensured that pressure-cooking as a
concept came back into practice in the US. Continually adding more feathers to its hat, Prestige is
getting bigger than ever. With strategic planning and sound market knowledge, today Prestige is
truly an unstoppable force.

Prestige always stands for maximum value for money. The brand believes in this maxim to
the core and it is visible in all its promotional campaigns A look at Prestiges campaigns
reveals a succession of innovative promotions. Their communications can clearly be
differentiated from any other. Whether it was the Jo Biwi se kare pyaar, voh Prestige se
kaise kare inkaar commercial or the first floor second floor or the Muh khula, muh
bandh television commercials, every advertisement has stood out in the crowd.
Promotional campaigns like happy exchanges offer have won regional awards. In fact,
did you know Prestige pioneered the concept of exchange in the kitchenware category in

India and the rest followed?

Out of the box product and cutting edge television commercials have worked out very well
for the brand and its promotions. Campaigns for Exchange Offers like idhu eppadi irukku
have increased the sales and also got lots of appreciation for the brand during the lean
months.

These clever promotions helped media latch on to the concept and consumers started looking
forward to these promotional activities year after year. There are many more, the latest being the
exchange anything for anything offer. An all- new concept, this offer promises the consumer
complete freedom of choice. This enables the consumer to exchange any old kitchen product for
any new Prestige product. This promotion excited the consumers as it was to their comfort and

broke all rules.

One of the greatest recent achievements for Prestige is its entry into the non-south market.
Having done its research, Prestige introduced an innovative cooker like the colourful
Pressure Handis that compliment their style of cooking. Prestige is making its presence felt

in the non-south market as well.

One Prestige Pressure Cooker gets sold in India every thirty seconds. Prestige added over
2.8 million customers in the year 2005-06, the largest in the industry till date. The company
has the widest distribution network across the country in the kitchen appliances category.
All pioneering efforts in this industry such as the introduction of the Pressure pan, Pressure
Handi, Pressure Kadai, Metal spoon friendly cookware, Duplex gas stoves, Lifetime free
service on mixer grinders were launched by Prestige Prestige was also the pioneer in
launching unique display contests for its dealers, with contests such as the Display contest
- Go for Gold. The Duplex gas stove commercial created such an impact that people
walked into Prestige Smart Kitchen outlets, asking for first floor-second floor gas stoves.

Product range of the company includes:

Pressure Cooker
Deluxe, Popular, Money Saver, Nakshatra
Pressure Handi Deluxe, Nakshatra, Baby Handi
Pressure kadai Non-Stick Cookware, Omega select, Omega Die-Cast, Omega Deluxe
Elec. Appliances Mixer Grinders, Juicer Mixer Grinder, Rice Cookers, Champion Food
Processors(M), Oven Toaster Griller, Irons, DryIrons, Steam Irons, Kettles, Sandwich

Toaster, Pop-up Toaster, Hand Blender, Wet Grinder

6 Gas & Glass Tops Conventional, Royale, Glass Tops
Microwaves, Hoods & Hobs Kitchen Accessories, Knife Sets, Kitchen Tools, Barbeque

Achievements/ recognition:

Prestige went right ahead and launched the Gasket release system that revolutionised the

cooker category.
Deluxe was Indias first pressure cooker with the unique Pressure Indicator that serves as a

visual confirmation when it was safe to open the cooker.

The launch of Prestige Omega and Omega Select - Indias first Metal spoon friendly non-

stick cookware was another breakthrough and an unrivalled success.

Prestige was the first cooker company to offer a ten-year warranty on its Euro clad base
pressure cookers as well as the first to offer lifetime free service on its range of mixer

grinders.
Prestige was the first to come up with a host of innovations in consumer marketing in this
industry with offers such as On the spot exchange schemes, Exchange Anything for

Anything offers, etc.

All path breaking safety features in pressure cookers were introduced by Prestige the
Gasket Release System (GRS), the Gasket Offset Device (GOD), the Pressure Indicator

(PI) and the Resettable Safety Device (RSD).

TTK Prestige became the No.1 brand and market leader in India through 18,000 outlets

serviced through a nationwide servicing network.

It is the first kitchenware company in India to receive the ISO 9001:2000 certification.
It is the first kitchenware company in India certified by international standards such as ULUSA and PED/CE certification by TUV, Germany.

COMPANY PROFILE
Name

: TTK prestige limited

Corporate Address

: Sipcot Industrial complex plot No.38

Hosur-635126

Phone no

: 04344-276755

Mail id

: www.ttk prestige.com

Date of establishment

: 1955

Revenue

: 255.297 Millions

Market capital

: 41294.283525(Rs. In Millions)

Management Details:
Chair Person

: T T Jagannathan

Managing Director

: S Ravichandran

Director

: Ajayi Thakore
: Arun K Thangarajan

: Dileep Kumar Krishnaswamy

: K Shankaran
: Latha Jagannathan
: R Srinivasan
: T T Raghunathan
Business Operations
Financials

: Consumer Durables-Domestic Appliances

: Total income Rs 13632.162 Millions (Year ending of march 2013)
: Net profit- Rs 1330.897 Millions

Company Secretary

: K Shankaran

Vision & Values:

Core Vision:

In prestige in every Indian kitchen

Core Values:

Quality products at affordable prices

Trust, Transparency,knowledge and prestige in whatever we do
Fair dealings with every stakeholders
Respect for environment

Core strategy:

Providing total kitchen solution rather than just a product

Today a Rupees 18 billion group:

30 Product categories and services

16 manufacturing units
10000 employees
6 Group companies
Exports every continents

Incorporated in 1955:

2500 strong human capital

2 brands in the portfolio prestige and mantra
1ndias largest kitchenware company
10 manufacturing units
Captive R & D and tool room facilities
First kitchen appliances company to be a ISO 9000 certified company for QMS.
First kitchen appliances company to be a hazards substance process management

certified
Many innovation design registration and patent/applications
Bias certified products
SASO, PSC certified products exporting to over 23 countries.

TPM Quality policy:

To consistently provide superior quality products and services surpassing customer expectations, on
time at affordable prices.

We are committed to achieve this by practicing companywide TPM.

Involving everyone in organization
Understanding customer needs leading to customer centric innovation
Ensuring safety and clean environment
Reducing losses to zero
Continually improving and maintaining effectiveness of the quality management

system
Complying with regulatory requirements, thus moving towards business essence

Integrated Management system (IMS):

ISO 9001:2008
Pressure Equipment directive with CE mark
Practicing TPM with theme - warren wastes
5 S practices

ERP SAP system:

Finance and accounts

Materials and stores
PPC and production
Sales and marketing
Human resources
Plant maintenance
Quality management
Business intelligence
Document management system with SAP
Mobile sales force automation secondary sales management

Organization chart under head marketing:

Chief Operating officer marketing

Sr
VP
Sale

Sales team
141 people

Sr
VP
Reta

Sr VP
Sourcin
g

Retail
team 23
people

Appliance
sales 64
people.
Sourcing
and
quality 6
people

DGM
servic
es

Service
team 169
people

Sr DGM
Marketing
Finance

Commerci
al team 79
people

Strength of the company:

Manufacturing

Sourcing

Brand

Marketing

Quality

Brand mgt
to product
mgrs

Manufacturing:

8 manufacturing units 2 more coming up

Excellent product development capability
Strength in deep draw of aluminium and SS

Marketing:

Comprehensive sales and marketing network

Unique model of exclusive retail outlets
Largest service network in category

Sourcing:

Within and outside India

Dedicated vendors within India to
Implement our designs

Quality:

Indias first ISO 9001: 2000 certified kitchen ware company

India only PED: CC certified company
Pass every relevant global standard on manufactured products

SWAT analysis:

Strength
Strength
Brand

Brand

Marketing and
distribution

Weakness

Non-south
markets
Appliances

Opportunity

Appliances
Inner Lid cookers

Manufacturing
product
development

Modular kitchen
solutions- retail
customers and
products

Sourcing

Growth of own retails

Towards total kitchen solutions:

Pressure cookers Out lid aluminium and SS inner lid aluminium

Cook ware Non stick and anodized
Gas stoves Stainless steel and glass tops
Mixer Grinders Four models, across price points
Wet grinders Tilting type
Hand blenders Full solution and blender configuration
Rice cook wears Open and close type
Induction cook tops All types of cook tops
Electro domestics Chimneys and hobs
Kettles Plastic, Glass & stainless steel
Knifes and tools SS Knifes and nylon tools
Toaster Pop up and sandwich toasters
Modular Kitchen MOF, Particle board and play wood

Corporate social responsibility:

Threats
Private labels of large
format stores
Entry of foreign brands
Lack of skilled talents
Increasing raw material
costs
Government policies

TTK has always made active contribution to social development

Runs voluntary blood banks at Chennai and Bangalore with latest equipment
Conducts regular AIDS awareness programs
Runs the premier De-addiction centre in Chennai for alcohols and drug addicts
Take active interest in the Indian cancer society
Runs an educational institution for 3500 students

Work ethics:

No child labour
No forced and compulsory labour
No discrimination
Statutory working hours
Not less than minimum wages

Organizational chart senior management:

Managing director

COO marketing

CMO Operator

Sr. DGM systems

Sr. VP finance

Sr. GM PD & QM

Organisational chart Sr. Management:

Director Corporate affairs

Vice president Human resources

Sr. GM legal taxation

Organizational chart under head manufacturing:

Chief manufacturing officer

Sr. VP units Mumbai and Baroda

Mfg team
mumbai

Mfg team
Baroda

VP-operation
units Hosur and
CBE

Unit
Hosur

Sr. GM
Roorkee

Unit
CBE

Sr. GM Supplier
management

Purchase and
stores
Mfg team
Roorkee

GM maintenance and
project