Pune based Masterkitchen goes niche betting on premium kitchenware

We have covered many ecommerce ventures on YourStory -- buying books, apparels, stationary, kids’ stuff, food items, kitchenware – have all had representation on our site. A new venture selling modern cooking and kitchen ware is Master Kitchen, which sells premium kitchenware, dining ware, bake ware and tableware. Started in 2011, by Vinti Goenka Arora and her partner, they found the gap in market to buy premium and innovative kitchenware products and decided to plug it.

Masterkitchen.in is part of Pune based Verterra Ventures. The site offers kitchen items and other vessels, which they import and distribute through the site. Vinti agrees they have competition, but is confident that there is not a single eCommerce website that has 5,000 SKUs of premium kitchenware brands. “The trick lies in differentiation. Some of the products we offer are not even available in hypermarkets,” says Vinti proudly. The site has plans to add more brands to their kitty in the coming months, and another 120 more SKUs for customers to choose from.

“The Indian market presents a huge opportunity across different price-points and hence pricing is not an issue for the kind of clientele we are targeting. The products are sourced from reliable suppliers even if it means paying a premium to deliver quality, and we do not compromise. If there is any damage or breakage issue, we request the customer to send us a picture & we ensure a replacement,” shares Vinti. Having said that, logistics is one of the biggest challenges the venture faces. It currently works with Fedex and Aramex, to deliver its orders.

An interesting aspect of their business model is that it functions on a multi-pronged channel strategy for brands and SKUs that are imported to India. The products are not only sold on Masterkitchen.in but through other online resellers such as House Proud, Fab Furnish etc. “We do not see any impact on our sales, whether we actively promote a brand or not on our website because we have positioned ourselves in the niche category across different channels says Vinti. Social media has played an active role in promoting our products and creating a fan base, which Vinti says has a 25% conversion rate. The products are also showcased in major shows and exhibitions across the country.

Masterkitchen is a self-funded venture by Vinti and her partner. It has a three-member team who are responsible for day to day business operations, while Vinti and her partner constantly work on seeking strategic partnerships with new suppliers and channels to extend their reach. Though keen on getting external funding, they believe that attracting venture capital funding too early can also distort the vision and focus of a startup.

“I wake every morning with ideas buzzing in my head, and wish I had 48 hours in a day so that I can quickly execute them all,” says an enthusiastic Vinti. Discussing her future plans, she says, “the venture will be expanding in three directions – bringing new brands to India, expanding channel relationships to expand the reach of products and creating our own brand of products.” The site does not restrict itself to foreign brands alone, but stocks Indian brands as well. Exotic cooking ingredients, cooking books, cooking podcasts, eco friendly dining ware are some of the delectable future ideas, that Vinti has.