Orchid Designs to sell Swedish ewe modular kitchens

Chennai, Oct 30 (IANS) The city-based Orchid Designs Ltd has tied up with Swedish kitchen maker Nobia AB to market the latter's ewe modular kitchens in India, a company official said here Thursday.

The company will open five showrooms in major Indian metros to sell ewe kitchens, which are priced between Rs.600,000 and Rs.4 million, Orchid chief executive K. Chandrasekaran told reporters.

'The first ewe showroom will be opened in Chennai, followed by outlets in Bangalore, Delhi, Mumbai and Kolkata,' Chandrasekaran said.

Ewe-FM, the Austrian company that owns ewe kitchen brand, was acquired by Nobia in 2004.

According to the company, the market potential of the modular kitchen industry in India is around Rs.20 billion and this size is expected to grow 20 percent annually.

'Our idea is to garner 25 percent of the imported kitchen segment,' he added.

Orchid is now selling the lower and middle-end kitchens under the brand Cookscape through 20 outlets spread out in south India and in New Delhi.

Chandrasekaran added that the company was in talks with Nobia for marketing its products in the neighbouring countries.