Following a strong performance in India last year (sales rose 50 percent in the third quarter alone), Tupperware is taking further steps to build its presence in the country. Within the last year, the Florida-based company has garnered attention through its TV advertising—a campaign unique to Tupperware’s Indian market.
Director of Marketing Anshu Bagai says an upcoming second edition of Tupperware’s TV campaign aims to broaden and diversify the company’s salesforce in India. “Earlier, the notion was that Tupperware was meant only for housewives, but now there are professionals who want to take it up on weekends or at office parties. So, there has been a discernible perception change as well,” Bagai said.
According to a 2012 Nielsen brand awareness survey, Tupperware’s consistent marketing—including extensive print materials and temporary kiosks, in addition to its mainstream TV ads—has considerably boosted the brand in comparison to the findings of a similar survey in 2008.
In its effort to reach new audiences, Tupperware is also extending its product range. The company has launched its super-premium Ultimo line, which features a variety of imported steel cookware. Tupperware has also entered the competitive water purifier market with its TupperSure Water product, which utilizes a three-layer water filtration process to produce hygienic drinking water without the use of electricity.