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. It’s 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 Macy’s, 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 Prestige’s 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 India’s 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 - India’s 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 UL-USA 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 : Consumer Durables-Domestic

Appliances

Financials : 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

1ndia’s 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

Sr VP

Sr VP Sourci

DGM servi

Sr DGM Marketing

Brand mgt to product

Retail team 23

Sales team 141

Service team 169 people

Appliance sales 64 people. Sourcingand

Commercial team 79people

Strength of the company:

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

Brand

Manufacturing

Marketing Quality

Sourcing

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:

India’s 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 ThreatsOpportunityWeakness

Strength

Brand

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

Brand

Marketing and distribution

Manufacturingproductdevelopment

Sourcing

Non-southmarkets

Appliances

Appliances

Inner Lid cookers

Modular kitchen solutions- retail customers and products

Growth of own

Private labels of large format stores

Entry of foreign brands

Lack of skilled talents

Increasing raw

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:

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:

Organisational chart Sr. Management:

Managing director

COO marketing Sr. GM PD & QMCMO Operator

Sr. DGM systems Sr. VP finance

Director – Corporate affairs

Sr. GM legal taxationVice president – Human resources

Organizational chart under head manufacturing:

Chief manufacturing officer

Sr. VP units - Mumbai and Baroda

Sr. GM Supplier management

Sr. GM Roorkee

VP-operation units – Hosur and CBE

GM maintenance and project

Unit Hosur

Unit CBE

Mfg teamRoorkee

Purchase andstores

Mfg team mumbai

Mfg team Baroda