Adaptability in business is not about imitation, but the power to assimilate and bring out the original. It is a lesson, which Kanwar S. Bhutani, Managing Director, Tupperware India learnt well during years of his diverse experience. With Bhutani assumoing his new responsibility, Tupperware, the second largest Direct Selling Company in the country, introduced the "MultiCook", a product designed and conceptualized for the Indian market. Fulfilling consumer needs and being abreast of current trends has always been Tupperware's forte. Introducing MultiCook is the company's answer to "healthy eating" trend that is sweeping India at present. The five dimensional quality of the product also adds convenience in one's kitchen.

Since its entry in 1996, Tupperware has steadily carved a place for itself on the shelves of the Indian Kitchen and is a well-established household name today. Tupperware boasts of a 50,000 strong Salesforce spread across 43 cities at present and has chalked out an aggressive target of reaching the Rs. 206 crore turnover by 2006. With a genius like Bhutani at the helm, introducing indigenous products will be one of the key drivers of growth in the future for Tupperware. The company started the process a few years ago with products like the Masala Magic, Rice Keeper and Table Top Flask, which are doing brisk business in the market place. Introducing MultiCook, a product meant simply for Indian cooking earmarks Tupperware's "glocal" vision.

Speaking on the evolution of Tupperware's product line, Bhutani said, "The MultiCook blends conventional and traditional needs with modern looks and Tupperware characteristic of utility. This completely Indian initiative is designed to usher a whole new strategy that the company will pursue in the future. An outcome of extensive research undertaken by the company among Indian homemakers and with valuable inputs from our all women Salesforce, the MultiCook salutes the patronage of our customer who has made us the 2nd largest Direct Selling company in the country." This is just one of his fresh initiatives taken to ensure that Tupperware's presence is felt in India. As per the arrangement made by him, Tupperware containers would be sold along with HLL’s Dalda refined oil packets which would serve as a lead generating mechanism for customers to participate in the Tupperware parties.

The company would flag the new promotional strategy. Besides, Tupperware is also planning to market its products through events like ‘melas’, caravans and internet direct access system soon. By the end of the year, the plastic food storage manufacturer is planning to reach out to 45 cities and would also launch a new range of 15 products targeting children, he added. The company has introduced a range of 80 products in the Indian market so far. His current strategy is to consolidate its food storage container business in India. The company is in the process of localising its product range to best suit the tastes of local population.

The company has so far invested $ 15 million in India. Tupperware is in the process of setting up a greenfiled plant in Hyderabad at a cost of $2million. One reason why direct selling has boomed during recent years is because companies like Tupperware have imported selling techniques that have been perfected in different corners of the world. That has enabled them to take off vertically as the Indian market grew. A leader sans par, Bhutani says, “At Tupperware, it is our quest to constantly think of newer, innovative ways in addressing the needs of a wider audience of customers. This is also an important ingredient of our strategy of expanding reach and accessibility as we complete eight years in India.” With a visionary like Bhutani at the command, you can be sure to see Tupperware stuff adorning most kitchens in India in days to come.