Industry Overview

Some Quick Facts

Stainless Steel (SS) Production – 30 Lacs TPA
Consumptions in SS Houseware Manufacturer – 60-65% of total steel production
SS Houseware Manufacturer – More than 6,000
SS Houseware Exporters – More than 325
- Manufacturer Exporters – 125
- Merchant Exporters - 200
Traders / Retailer / Wholesalers – 200,000
Hotels & Restaurants using SS Products – 150,000
Buying Agents / Buying Houses – 50
Indian Manufacturing Hub – Mumbai, Delhi, Chennai, Moradabad, Ahmedabad, Kundli, Jodhpur, Thane & Pune
Indian Exporting Hub – Mumbai, Delhi, Chennai, Moradabad & Kundli
Major Export Countries – USA, UAE, Africa, Europe, South East Asia, South America, Australia

India’s Competitive Advantage

Availability of Young and Skilled Labour force
Low Capital Cost due to Low cost of Machineries
Low minimum order quantity encouraging exports
New product development is faster owing to in-house design and R&D facilities
Low cost for new Tooling and Designing

India’s SS Houseware Exports

Till the early eighties, kitchenware in the average Indian home would constitute primarily copper, aluminum and stainless steel utensils; cutleries in the form of tea-cups, saucers and spoons; cookware of aluminum; plastic bottles to store spices, sugar, salt and edible oil. The only sophisticated cookware was perhaps the pressure-cooker. Gradual changes were seen with stainless steel utensils replacing copper and aluminum.
According to the research report, the kitchenware products market will grow at a considerable CAGR rate to reach over INR 55 billion by 2020 due to the increasing number of nuclear families and exposure of online distribution channels.
Future growth of Kitchenware Products Market is expected to be driven by emergence of web aggregators and rise in preferences towards branded kitchenware products.
“The manufacturing base of the country is expected to expand in the coming future with the government initiative of promoting India as a manufacturing hub, improving the technological know-how and surging number of Point of Sales both online and Offline.” according to the Research Analyst, Ken Research.
In terms of the retail formats, the exclusive distributorship is on the decline and the sales through large general merchandisers are increasing because of the western mall shopping culture in the urban areas. There is a need for more specialized stores dealing in the kitchenware products. These can be in the form of large format ‘category-killers or an up-market small size store which deals in specific types of kitchenware products.
Total exports of Stainless Steel Utensils from India was USD 324.1 Million in FY 2013-14, which increased to USD 380.04 Million in FY 2014-15. There was an increase of 11.1%. (Source: DGCI&S)