Zippo looks at cashing in Indian market's 'great potential'; to enter merchandise & others

Iconic windproof lighter maker Zippo Manufacturing Company is sensing a "great potential" in Indian market, where it is w looking to expand into merchandise products and exploring various product categories here, according to a company official.

company is looking at a sudden rise of consumption of e-commerce platforms as an opportunity for Zippo to expand in Indian market and banking on trend like an exponential growth in luxury products' purchase even from smaller towns.

Besides, Zippo is also considering adopting iconic Indian places and designs to be engraved on its lighters to reach out to more potential consumers, reflecting culture and traditions of India.

"We are closely monitoring trends and listening to what consumers are looking for and we would definitely love to work with Indian aestic designers in coming future," Zippo Global marketing AVP Lucas Johnson told PTI.

Pennsylvania, US-based company has entered India after officially setting up its subsidiary Zippo Lighters India last year. 

"We have doubled our business in India market within last 12 months, and we easily project that we will continue this incremental growth into 2022 and beyond," said Johnson.

Zippo is presently focused on lighter segment but exploring or product categories as well.

Price of Zippo lighter on its own webshop zippo.in starts from Rs 2,519 and goes up to Rs 36,349.

On being asked as to wher Zippo, like it is in or markets, has any plans to enter into merchandise segment including apparel, gifts, outdoors and eyewear etc, in India, he said: "We are committed to Indian market, and we will be looking to expand to or segments in coming years."

"Our focus at moment is on lighter segment here. We are exploring what or product categories would make sense for Zippo in India market," said Johnson. 

Over expectation from Indian market, Johnson said company has conducted some initial research when it was strategising for Indian market, and from a consumer perspective, it reflects that Indians have financial means and potential desire to purchase its products.

"Our research data showcases that around 40 per cent of Indian population could be potential Zippo consumers. That is a very large number of people and so that is one of reasons we think re is a lot of opportunity for us in market," he added.

Zippo is making a "steady movement" into expanding its presence in Indian market.

"Our products come in various designs, a wide price range and cater to one's expectations and all important factors, a consumer looks for while buying a product, he said.

Besides, Zippo also has a "huge challenge" to tackle issue of counterfeit products sold here and is also working towards educating consumers about how to identify original Zippo products.

"From a brand perspective, Zippo is well-kwn in country and has a great brand recall. So much so that a lot of counterfeit and look-alike products are sold under its name. Currently, we are focusing on mitigating challenge which are presented by counterfeit products," Johnson said.

Zippo as per its marketing and branding exercise is taking some "sure-footed baby steps" and is investing to establish brand presence in eyes of consumer as well as potential partners to grow its presence. 

It is also soon launching a new campaign to build awareness about presence of brand.

Though, company has t shared exact amount of investment but said "it will be concurrent to our growth aspirations".

current plan of Zippo is to focus on building distribution network and n assessing demand for different types of categories, he added. 

company is looking at consumers who are confident, ambitious dreamers, status and style-conscious, adventurous, fun-loving, self-assured, outgoing, social and seek exclusive experiences. 

"While target is tier-1/top-20 metro cities, we are also looking at wholesalers from major metro cities like Mumbai, Bengaluru, Hyderabad to help us branch out and reach comparatively smaller towns like Nagpur, Pune and so on," he said.

company, as per its retail strategy, is prioritises online sales with its own channel besides several key e-commerce channels partners such as TATA Cliq Luxury, Amazon and Flipkart.

"With rise of consumption of e-commerce platforms, re is an opportunity for us in our market. We are witnessing an exponential growth in luxury products' purchase from smaller towns," he added.

Zippo is also working toward brick-and-mortar channels in its retail strategy and has plans to focus on n-metro markets as well as its expansion and growth in Indian market.