Tramontina India sharpens growth play with offline scale-up, quick commerce expansion, ET Retail
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New Delhi: Tramontina India , the local arm of the 114-year-old Brazilian houseware brand, said it is strengthening its presence in the country through a multi-channel retail strategy, a growing quick commerce footprint, and local manufacturing to support product innovation and faster turnaround.Sharing with ETRetail, the brand said it is building on the momentum from its India entry last year, targeting over $10 million in revenue in its second year of operations.While the company has not disclosed revenue figures for its India business yet, it has shared the ambitious outlook backed by strong consumer traction and over half a million units sold across cookware and kitchenware categories since launch.Currently, about 75 per cent of Tramontina's sales come from offline retail , with the remaining 25 per cent from e-commerce. However, the company expects this mix to shift closer to 60:40 as its D2C platform goes live and quick commerce expands.'We are seeing strong traction on platforms like Zepto and will soon expand to Blinkit and Swiggy Instamart. These channels are helping us reach Tier 2 and Tier 3 markets that are otherwise hard to crack through traditional retail,' said Aruni Mishra, CEO, Tramontina India.Tramontina has also localized manufacturing through a joint venture with Aequs. Mishra said, "Nearly 80 per cent of our products will be made in India, except knives and select tools, which will remain to be imported from Brazil. Local production allows us to reduce lead times significantly, improve innovation cycles, and bring products to market faster. While we expect some cost advantages in the long term, those benefits will be more pronounced as we scale further."The company is also increasing focus on the hospitality segment, with a plan to spin it off as a separate strategic business unit. While the current contribution from HoReCa remains small, Tramontina is targeting a 25–30 per cent share from this channel over the next two years, driven by professional-grade knives and cookware suited for institutional kitchens, Mishra shared.With over 2,000 retail touchpoints and presence on leading online platforms like Amazon, Flipkart, Myntra, and Nykaa, Tramontina is now preparing to expand into adjacent categories such as waste management and dining solutions, aligned with both its global offerings and India's evolving kitchen ecosystem.
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