Kutchina’s all-in-one package fuels growth in India’s modular kitchen and appliances market, where rising incomes, e-commerce, and technology are driving strong consumer demand.
Kolkata-based Kutchina, which holds a dominant market share in eastern India, is riding the growth wave by offering an all-in-one package suitable for the new-age Indian kitchen. The company’s creative director Nita Bajoria has led the spree of retail expansion and emergence of the brand as a provider of über-smart kitchen solutions in Indian homes.
Design with Functionality
Bajoria asserts that a good design is defined by its functionality. “Design and aesthetics need to be coupled with functionality… We try and understand the needs of our customers and then deliver the kitchen design. Just good design will receive admiration no doubt for a few days, but what after that? One needs to be mindful of the utility, too,” she emphasises.
Functionality becomes even more crucial when space is a constraint in an urban setup. It is this amalgamation of looks, utility and innovative concepts that won Bajoria the gold for Kitchen Design Award 2025 – Concept (Classical), and silver for the Kitchen Store Design Award 2025 (up to 1000 sft) at the India Kitchen Congress Awards.
Kutchina’s all-in-one Package
According to Bajoria, with a 1.20 lakh sft manufacturing facility Kutchina delivers about 500 modular kitchens per month. Kutchina’s all-in-one package gives buyers both appliances and designs, making it a unique market player. “Our customers do not have to run around for appliances. We design modular kitchens and supply the appliances too. It’s a package deal.”
Another factor that strengthens Kutchina’s customer base is that “we can customise a design fast. This is possible because we are the manufacturer too. Customising imported kitchens is an expensive proposition,” she says.
Showrooms & Brand Loyalty
At a time when over 60% of the domestic modular kitchen market, particularly in Tier II and Tier III cities, is dominated by the unorganised sector, Kutchina is building its brand loyalty through a dense network of showrooms which are present even in nondescript suburban areas.
Bajoria admits that people would prefer local carpenters to brands as cheaper options. However, Kutchina’s all-in-one package is steadily winning trust, showroom by showroom. “Things have changed over the years. Now, consumers understand that a brand like Kutchina comes with credibility. They visit our showroom, and they know that we will be here to address all issues.”
Kutchina has 90 showrooms across India, most of which are located in the eastern region. Digitalisation has also made it easier for customers to choose the right design at the right cost from over 100 options on the company website, Bajoria informs.
Team Spirit & Hard Work
Kutchina’s creative lead was all praise for her team, which has 70% women designers, while acknowledging the India Kitchen Congress Awards.
“Kutchina as a brand has been in the market for over 20 years. We started as a kitchen appliance company in 2000. Traditionally, we have never pursued awards. However, I realise that awards are indeed important. Brands are built on trust, and the awards assure our customers and partners that we are hard working. Awards do give the brand visibility.”
“We are happy that we participated in the India Kitchen Congress Awards. My team was quite enthusiastic, and they did a really good job,” she says, confirming that Kutchina’s all- in-one package will continue to expand as new stores open with improved design concepts.
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