Wonderchef Set To Open 10 Outlets In TG, AP by FY26

Hyderabad: As Wonderchef Appliances Pvt Ltd is likely to go public by the end of 2025, the cookware and kitchen appliancesbrand has charted an aggressive expansionplan, with an eye on the South market. The brand aims to expand its footprint by opening 10 exclusive brand outlets (EBOs) in Telangana and Andhra Pradesh, and double its EBO count to 60 across India, by the end of FY26.

Currently, Wonderchef has its presence in India with 30 EBOs and 22,000 retail outlets, of which 10 EBOs (including one in Hyderabad), and about 4,000 retail outlets are in South India.The existing EBOs are a combination of company-owned company-managed, and franchise-owned company-managed.

“We want to at least double the existing EBOs with focus on the South markets. We expect to have at least 10 EBOs in Telangana and Andhra Pradesh, by the end of FY26. We have multiple formats of stores ranging from 400 sft to 1,000 sft. They require investments of about Rs 25 - 35 lakh. We expect to double the count primarily by franchising. To support our expansion plan, we will be going public by the end of CY 2025,” CEO and Founder of Wonderchef Home Appliances Pvt Ltd, Ravi Saxena told Bizz Buzz.

Sharing the brand’s y-o-y growth and market share, Saxena informed that while the industry is growing between 10 - 12 per cent annually, Wonderchef has delivered growth of 18 per cent. In both the Telugu States, the brand will have a market share of about five per cent this year, growing y-o-y by over 20 per cent. While South India contributes about 30 percent to Wonderchef’stotal business, Telangana and Andhra Pradesh put together contributes about eight per cent, he added.

Wonderchef was established in 2009 with Chef Sanjeev Kapoor onboard as the Co-founder.

When asked about how he wanted to position the brand in the kitchen appliances market, Chef Kapoor said, “We understand the market dynamics. We have positioned Wonderchef as a mass premium brand, which means we have positioned it as premium yet available at affordable price.”

Citing an industry reportto support hisstatement that the brand has grown over the last 16 years, he said, “While leaders in the category have witnessed negative growth, Wonderchef has grown at a CAGR of 12.3 per cent from 2022 – 2024.”

On a query about the products sold highest in South, Chef Kapoor informed that Wonderchef is a market leader with its Nutri-blend product line.The other products he highlighted were their range of 10 coffee machines,Nutri-Pot - an electric pressure cooker,the oven category,and over the last two yearsit is the electric kettles, he informed adding thatalmost one-third of the salecomes from their range of cookware.

However, Chef Kapoor finds presence of legacy brands in the pressure cooker category affecting their sales, he added, “Our pressure cookers can do better. We will have to work on that.”When asked about any new product lined-up for launch this year, he said, “As for new products…we will talk about it before its launch into the market.”