The industrial revolution is redefining businesses today, and while many sectors are experiencing significant developments, kitchens too are emerging as an area of particular interest within the home improvement category, owing to their improved functionality and decor. Notably, it is particularly evident through the phenomenal growth of India’s modular kitchen industry that has remarkably advanced, positioning itself as a prominent contributor to the nation’s evolving design landscape. According to Mordor Intelligence, the India Modular Kitchen market size is estimated at $4.56 billion in 2024 and is expected to reach $13.57 billion by 2029, growing at a CAGR of 24.36 percent.

Established in 2017, Tusker, a much sought-after brand under Prasara Innotech Pvt Ltd., is backing this growth. It is one of the companies that manufactures and services the needs of modular kitchen makers and fulfills the dreams of end users with its patented products like Tusker Stainless Steel 304 Grade Modules. The foundation of this enterprise stemmed from Prasad Chatran V V, CEO, Tusker’s extensive experience in the modular kitchen sector, particularly within the Indian marketplace, which illuminated several deficiencies in his approach.

He says, “In the period 2006-09, we often relied on European designs, replicating these concepts without adequately considering the specific needs and preferences of our own consumers. This oversight failed to account for the unique cultural habits, cooking styles, and lifestyle requirements that characterize the Indian population, ultimately leading to challenges for our customers. Recognizing this gap in the market prompted the need for an innovative solution tailored to the specific preferences of Indian consumers, and thus Tusker came into being”.

Tusker is the result of a comprehensive research and development initiative aimed at identifying the essential components required for the Indian subcontinent. Tusker’s products are a result of countless hours of meticulous research & design by a dedicated team of experts who have a combined experience of over two decades. Since its official market entry in 2017, the company has consistently advanced without deviation from its initial mission. Concerning the MSME segment, it has commenced its business operations with a focus on B2B engagements and gradually expanded into B2C markets too.

Notably, the concept of Tusker is based on a patented innovation and marks the first product of its kind in the country. A modular

kitchen consists of three primary components, namely cabinetry, hardware, and finishes, which can be enhanced with appliances and countertops. Today, Tusker provides world-class SS 304 kitchen cabinets that are robust, aesthetic, corrosion-free, pest and dust-free, and have the longest life amongst modular furniture. They come in varied sizes for all the five work zones a kitchen has. Riding on the wave of innovation, Tusker now has more than 800 variants of cabinets & sizes for kitchen and vanity areas at homes.

Tusker offers a modular kitchen designed specifically for India’s environment and cooking practices, focusing on water resistance and hygiene. On average, individuals spend about 8 hours and 42 minutes in the kitchen, using approximately 400 liters of water daily, compared to 80 to 100 liters in Western households. This disparity has presented challenges that Tusker addresses with stainless steel cabinetry. It also places a strong emphasis on hygiene, with its cabinetry preventing the growth of mold & bacteria within the kitchen environment. Its innovative design also improves hygiene by preventing unpleasant odors, a common issue in many modular kitchens. Thus, the brand Tusker, symbolized by an elephant, embodies longevity, durability, and hygiene, distinguishing itself from competitors through these essential values.

The brand Tusker, symbolized by an elephant, embodies longevity, durability, and hygiene, distinguishing itself from competitors through these essential values

However, the journey to its positioning in the market today involves several challenges too. A significant challenge for new companies is the lack of sufficient external support, often referred to as ‘hand-holding’. Tusker, operating in the kitchen manufacturing sector, sought government assistance but faced difficulties finding financial backing. Despite its innovative approach, Tusker was unable to secure financing from banks during its first five years, and receiving little encouragement. While government programs promote startup support, Prasad’s experiences with financial institutions during this period were largely negative.

Well, though the competition is fierce, without barriers in place, the company is exercising on a global scale, effectively overcoming significant challenges like taxation, government infrastructure, and organizational psychology. Prasad says, “Building a strong team is a complex and challenging endeavor, and financial support is still crucial, but we are in the game and have a long way to go ahead.”

He adds, “Today, we stand on the cusp of a substantial shift in our perceptions and interactions with technology and society. AI has become more integrated into our lives. Hence, as businesses, we are adapting to these advancements and endeavoring to remain at the forefront of digital innovation. This includes re-evaluating our approaches to consumer engagement, product promotion, and application of advanced software in manufacturing and development processes, such as 3D printing and Enterprise Resource Planning (ERP) systems. We take time to establish personal rapport, share ideas, and connect with consumers on a deeper level”.

Along the years, the company has performed well enough, growing through word of mouth. Looking towards the future, it focuses on innovation and technology, offering cutting-edge products that are either developed in-house or are among the first in the market. In the kitchen segment, Tusker is transforming traditional options with unique glass finishes for stainless steel kitchens, which have been well received. The company is also set to launch innovative finishes for wardrobes in the fourth quarter of this financial year. Expanding beyond kitchens, Tusker is entering the bathroom furniture market with steel products that are waterproof and water-resistant. Currently, consumers often rely on less ideal PVC or wood options for bathroom furnishings. Tusker aims to provide optimal solutions in this area and is excited about the potential of its new bathroom furniture and innovative finishes for kitchens and wardrobes.