Preethi Kitchen Appliances Pvt Ltd.

General information

The brand has grown from its modest beginning to become the market leader in Mixer-Grinder market. When a Chennai based company PKAL, launched by an enthusiastic, dedicated and committed team started producing nearly 20 mixer grinders a day within a limited work space, the brand ‘Preethi’ was born in 1978. Initially the brand had its network only in Chennai and a few areas around Tamil Nadu.

After 33 years of determination, innovation and hard work, Preethi has grown to establish No: 1 position in India. The brand which was famous only in South India had started to accentuate its foray in the national scene.

The company’s strong points are,

Research and Development
Innovative Products
Marketing strategy and
Service.

The philosophy at Preethi Kitchen Appliances Private Limited that governs the manufacturing processes is R & D driven by market feedback. The continuous research activity reveals plenty of insights on the company, regarding the product and also the buying behavior of the customer. One major insight about the company is the quality that is highly associated with the brand. Both the dealers and customers strongly associate quality and ruggedness to the brand. These insights have helped Preethi to further fine tune their product strategy.

The growth of the brand over the last 5 years has been phenomenal, due to the company’s vision. The company’s vision is “to improve the family’s quality of life through the superior quality and efficiency of our Kitchen Appliances”.

Some of the Key accomplishments in the recent past are,

Crossed over 1.5 Million Mixer Grinders in the year 2010-11.
India’s No.1 Mixer Grinder Brand - Francis Kanoi Research.
Growing at more than 25% per annum, YOY since year 2002.
India Export Council “Star Performer” Award each year from year 2006 onwards
ISO 9001-2008 certified for Quality Management System by Aug 1st week.

Preethi’s marketing strategy has been very aggressive, from the time the brand was recognized. Preethi regularly uses television to promote the brand. The protagonist in the Blue leaf platinum advt is a homemaker who guarantees the quality of the product. The tagline for this product is “I Guarantee”, which aids in re-positioning the brand perceptions and brand equity factors.

Preethi service, over the years has built trust and reliability, by ensuring relentless customer service and support. Today the company has established 83 customer care centers and 450 authorized service centers, serving close to 9 million customers across India and abroad. Preethi initiated many innovative programs through service centers.