Walkthrough to TTK Prestige

-Jo Apno Se Kare Pyaar, Woh Prestige Se Kaise Kare Inkaar!

The TTK Group
• Started in 1928 as an indenting agency
Founded by Mr. TT Krish namachari
Pioneered organized distribution
Healthcare, foods personal care products, Writing Instruments, Ethical
products.
• Manufacturing commenced in 1950
Pioneered several categories in India
Pressure cookers, Gripe water, Maps, Condoms, ball pens, toys and heart
valves
• Today a 15 Billion group
Launching and upgrading more than 130 Products
Cont.
15 manufacturing units
TTK enjoys a presence in over 4,00,000 retail outlets
Exports to every continent.
Diversified Group Structure
• TTK Prestige Limited- Consumer durables(Listed)
• TTK Healthcare Limited- Pharmaceuticals, Medical devices &
Consumer products(Listed)
• TTK Protective Devices Condoms
Limited-
• TTK Services Private NRI Services and KPO
Limited-
• Cigna TTK Limited- Health Insurance JV Company
Mission of the group
Quality consumer products at affordable prices

Vision of the Group

A Prestige in every Indian kitchen

Core Values of the group

Trust, Transparency and knowledge
Fair dealings with every stakeholders
Respect for enviroment
TTK Prestige Limited
• Incorporated in 1955
• Flagship company of TTK Group
• India’s largest kitchenware company.
• IPO in 1994
• Robust Human Capital
• Newly added Svachh Pressure Cooker.(India’s first Spillage Control
Pressure cooker that comes with a unique lid that contains spillage.
• The year 2019 saw another great achievement- Prestige Xclusive
Goregaon Store, a Flagship Store with in-house Service centre.
• 15 manufacturing units.
Board of Directors/Management
Promoter Directors
• Mr. TT Jagannathan – Non Executive Chairman
• Mr. TT Raghunathan- Vice Chairman
• Dr. TT Mukund
Professional Directors
• Mr. Chandru Kalro- Managing Director & CEO
• Mr. K. Shankaran- Director(Corporate Affairs)
Independent Directors
• Mr. R. Srinivasan
• Mr. Arun Thiagarajan
• Dr.(Mrs) Vandana Walvekar
Cont.

• Mr. Dileep Kumar krishnaswamy

• Mr. Murali Neelakantan
Sub Board Level
• Mr. V. Sundaresan- VP(Finance)&CFO
• Mr. H.T. Ranjan- Chief Manufacturing Officer
Brand Journey
• Upto 2001- First iconic ad with the slogan- Jo Biwi Se Kare Pyaar, Who Prestige Se
Kaise Kare Inkaar. Prestige Pressure Cooker became a part of the Indian Kitchen.
Other great invention was Pressure Pan
• 2001-2007-Smart range of innovative cooking and kitchen products, new
communication campaign titled ‘Are you ready for a smarter kitchen?’
• 2008- TTK Prestige became ‘Total Kitchen Solutions’ provider. The Prestige
SmartKitchen stores began making waves across the Indian sub-continent.
• 2013- the launch of Prestige Microwave cookers met with great success in the
export market. Aishwarya Rai and Abhishek Bachan were appointed as brand
ambassador. Growth in retail network touching the mark 500 Prestige Xclusive
retail outlets.
• 2015- Got double digit growth in the most difficult circumstances, it crossed 15
billion milestone in turnover.
 Cont.
• 2016- UK Acquisition and also launched Cleaning Solutions to lower the burden
of a housewife relating to everyday cleaning struggles.
• 2017- It launched ‘Judge’ brand and also launched gravity based Tattva range of
water purifiers with copper storage container and advanced FACT filter to
facilitate chemical-free water purification method.
• 2018- Changed the brand tagline to “Joh Apnon Se Kare Pyar, Woh Prestige Se
Kaise Kare Inkaar” and enrolled Vidya Balan as brand ambassador
• 2019- Prestige Xclusive Goregaon Stor, a flagship store with in-house service
center and launched innovative india’s first spillage control pressure cooker
“Prestige Svachh Pressure Cooker”.
Awards and Accolades
• Super Brand- 5th time in a Row
• Master brand Award- 3rd Time in a Row
• Reader’s Digest Most trusted Brand- 3rd Time in a row
• Selected No.1 Brand in Kitchen Appliances
• Brand Excellence award in Kitchen Appliance
• India’s Most trusted Brand in Kitchen Aplliances
• Total Productive Maintenance Award from JIPM, the consumer durable
industry.
• 100 Most valuable Brands of India
• CII Design Award for Clip-on Cooker
• Icon of the Year in Kitchen Appliances
• Best After Sales Service for Small and Kitchen Appliances.
SWOT Analysis

TTK Prestige Limited

Strengths
• The product is treated as a matter of prestige which gave a good
brand image.
• Constant innovations in terms of product, marketing and promotion.
• Prestige has the largest range of pressure cookers in the country.
• With years of trust, reliability and safety as our hallmarks.
• Price variances to target all income group people.
• An extensive distribution network.
• Unique model of exclusive Retail outlets.
Weaknesses
• The company’s product are mostly restricted to the southern states in
India.
• No Innovative marketing strategy has been adopted so as to grab the
market.
• Fluctuations in the prices of Raw materials.
 Opportunities
• Existing potential in Rural
market.
• Target seasons of marriages,
during this time sales of kitchen
appliances is increased.
• Northern part of India.
Threats
• Low entry barriers in the pressure
cooker segment have led to
increase in competition from the
unorganized players and regional
brands, which compete with
unviable low pricing strategies,
like Preethy, pigeon etc.
• Hawkins provide neck to neck
competition In terms of market
share.
BCG Matrix

TTK Prestige Limited

URBAN MARKETS
high low

Electrical Appliances
and Modular kitchens

high
None

Question
Star
Growth Rate

mark
Cow Dog
Pressure cooker
low

and non stick Gas Stoves

cookware

Market Share
RURAL MARKET
high low

Pressure Cookers,
electrical appliance, None

high
modular kitchen,
nonstick cook wave,
gas stove Question
Growth Rate

Star mark
Cow Dog
low

None None

Market Share
PESTLE(Political, Economic,
Social, Technological, Legal
and Environmental Profile)
TTK Prestige Limited
External Factors Affecting Organization
• Political- Government Tax Policy and other subsidiaries for usage of
pressure cookers.
• Economic- Inflation, Recession/Downturn, cost of inputs.
• Social- Urban India trends to eat outside or order online.
• Technological- its difficult to compete with International companies
with cutting edge technology equipment.
• Legal- Legal barriers can effect the sales.
• Environmental- Stringent Specification for maintenance of product
quality and other metallurgical measures.
Competitive advantage profile(CAP) of
TTK Prestige Pressure cooker
• Pioneered the concept of pressure cooking in India. Variant shapes
and non stick pressure cookers and pressure indicator which now
have become standards for many other manufacturers.
• Launched many unique and innovative products.
• More than 40% of TTK revenue comes from its kitchen appliances.
• Prestige Smart kitchen established across length and breadth of the
country.
CSR Activities
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 center 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 labor
• No forced and compulsory labor
• No discrimination
• Statutory working hours
• Not less than minimum wages
Financial Analysis

TTK Prestige Limited

Revenue from Operations(Rs. Crores)
2500
Chart Title

2000

1500

1000

500

0
2014-15 2015-16 2016-17 2017-18 2018-19
PAT(Rs. Crores) without exceptional items
Chart Title
200

180

160

140

120

100

80

60

40

20

0
2014-15 2015-16 2016-17 2017-18 2018-19
EBITDA(Rs. Crores) without exceptional
items
Chart Title

350

300

250

200

150

100

50

0
2014-15 2015-16 2016-17 2017-18 2018-19
Turn over of home appliances In crores
2018-19 2017-18
Domesti Export Total Domestic Export Total
c
Pressure cooker(Including
microwave pressure cooker)
614.56 31.16 645.72 559.75 23.84 583.59

Cookware 283.72 17.89 301.61 272.22 8.98 281.2

Gas stoves 271.06 0.64 271.7 256.3 1.02 257.32
Mixer Grinder
224.11 0.87 224.98 165.79 79 166.58

Other kitchen/home
appliances 425.27 0.1 425.37 378.12 0.14 378.26

Cleaning solutions
27.79 0 27.79 21.63 0 21.63

others 70.07 0.78 70.85 57.26 0.61 57.87

Total 1916.58 51.44 1968.02 1711.07 113.59 1746.45
 Financial highlights
• Domestic sales grew by about by 12% and export sales grew by 45.4%.
• The pressure cooker and cookware category registered a growth of 10.64%
and 7.26%.
• Mixer grinder grew 35.05%
• Gas stoves a growth of 5.6%
• Other kitchen/ home appliances recorded a double digit growth of around
12.45%
• Operating ratios were at healthy level resulting in an improved EBITDA of
around 15.8% as against 14.2% previous year.
• Company continued to be debt free.
• Operating ROCE improved to 37.5% from 32.5%.
Net Sales Trend

Net Sales
2500

1968.02
2000
1746.45
1603.64
1487.93
in crores

1500 1344.24 1251.52

1000

500

0
Net Sales 2018-19 2017-18 2016-17 2015-16 2014-15 2013-14
Axis Title
Thank you !