Brand Sanjeev Kapoor enters into Houseware, Kitchenware Segment with Tangerine as its authorized licensee

LIFESTYLE / NEW LAUNCH

Brand Sanjeev Kapoor appoints Tangerine

 as the Retail Licensee 

by Shrutee K / DNS

Mumbai, July 14, 2015: Renowned Brand Sanjeev Kapoor, announced Tangerine as its authorized licensee to sell select Sanjeev Kapoor branded products like Table and Kitchen Linen. This marks the foray of the Brand Sanjeev Kapoor into the lifestyle houseware and kitchenware segment through brand licensing deals. Tangerine, the designer brand in Home Solutions and part of the Indian Home Variations, will offer a new array of SK Branded fashionable kitchen linen, table linen, mugs, trays, etc.  Tangerine would be also be the sole distributor for SK range of Cutlery launched by Licensee - Trinity Kitchenware Pvt Ltd.

These products by Tangerine crafted under the parameters of the SK brand will be trendy and aesthetically designed to suit the contemporary taste and requirements of the modern consumers. A special focus on the quality to develop effective and safe kitchenware, the Sanjeev Kapoor range of products will be at par with the global standards and redefine the experience from storage pre-cooking, cooking to table arrangement and dining.

The kitchen and table linen will be manufactured using 100% cotton fabric while kitchen ware like mugs and dishes will constitute porcelain which is microwave safe and the different hues and prints makes it look urban and sophisticated. In the last decade, demand for quality, branded cookware and kitchen linen, which looks coordinated and enhances the experience of cooking, has picked up immeasurably. There is an evolving trend for colour and theme synchronized kitchenware, kitchen linen and cooking accessories with the rising awareness among people for these products, which create a positive and a satiating kitchen environment. This not only impacts the food habits but also affects the overall health and well being of the family.

Mr. Rajiv Merchant, Co-Founder & CEO, Tangerine commented on the auspicious occasion, “Brand Sanjeev Kapoor is the most authentic brand for every Indian kitchen as the Chef is known by every house maker and his name itself brings credibility and assurance. We are excited to work with the SK brand and aim to provide customers with a complete experience in kitchen and table products at one place, under one brand. The interesting and classy pieces will certainly raise the standard of cooking in every house and create an organized look in the kitchen and dining space. 

He continues, “By working closely with the SK team to develop the finest fashion concepts for kitchen and table ware which will be safe and functional in the Indian households, we are hoping to reach out to every woman and bring some innovative change in her routine cooking style.”

Chef Sanjeev Kapoor says, “Today food is not merely limited to the senses of taste and smell but has gone beyond this to also include the senses of sight. Through our Licensing and Merchandising vertical, our focus is to bring-in products that will add the lifestyle experiential quotient to the houseware and kitchenware category. We are delighted to appoint Tangerine as our official Licensee and look forward to cohesively transform the entire Kitchen and Dining experience of modern-day consumers. We entrust Mr. Rajiv Merchant with our brand license, as being a thought leader in the Home Fashion space, he truly has wherewithal to do justice to our Brand by growing our market-share in the Home Fashion and Houseware segment.”

The merchandise created by Tangerine can be checked out across India at leading multi-brand outlets, specialty and departmental stores and are also available on different online shopping websites.

About Indian Home Variations: 

Indian Home Variations (IHV) is a marketing and distribution company that caters to the needs of the modern consumer by offering them internationally acclaimed, premium design-centric home makeover solutions. Indian Home Variations entered into a retail & distribution tie-up with World Kitchen USA - marketers of Corelle and other brands (Segments - dinnerware, bake ware, storage containers etc.). In 2009, Indian Home Variations has also tied up with Umbra, Canada (segment –home decor) for representing them for Indian market. IHV also entered into a tie up with Varmora for distribution to modern retail.  It now imports, retails and distributes all World Kitchen brands to modern trade & B2B institutions. Since 2012, Indian Home Variations has carved a niche for itself in the premium house-ware segment with an objective of making Indian homes more stylish. From their stable comes the new age concept of Home Couture in the form of Tangerine, designer brand into color coordinated solutions for home.