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

Strength of the company:

Sr VP Sales

Sr VP Retail

Sr VP Sourcing

DGM services

Sr DGM Marketing Finance

Brand mgt to product mgrs

Retail team 23 people

Sales team 141 people

Service team 169 people

Appliance sales 64 people. Sourcing and quality 6 people

Commercial team 79 people

Brand

Manufacturing

Marketing Quality

Sourcing

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:

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

Brand

Towards total kitchen solutions:

Strength ThreatsOpportunityWeakness

Brand

Marketing and distribution

Manufacturing product development

Sourcing

Quality

Non-south markets

Appliances

Appliances

Inner Lid cookers

Modular kitchen solutions- retail customers and products

Growth of own retails

Private labels of large format stores

Entry of foreign brands

Lack of skilled talents

Increasing raw material costs

Government policies

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:

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 team Roorkee

Purchase and stores

Mfg team mumbai

Mfg team Baroda