CRAFTING A LOCALISED VISION FOR INDIA’S GROWTH
“Unlike multinational companies that often bring predefined global models to India, we have tailored our approach to the Indian market. Our significant investment in local manufacturing is a key differentiator. With five operational factories in India, we’ve built a robust supplier network, created jobs, and contributed to the economy.” In an exclusive interaction with Aditi Thakur, Andre Eckholt, Managing Director of Hettich India, highlights the company’s commitment to India’s long-term growth and economic integration.
Could you explain Hettich India’s growth journey in the kitchen and fittings segment?
What key market trends are shaping the industry in India? Hettich is a family-owned business headquartered in Germany with a legacy of over 136 years. Globally, we are known for our excellence in developing, manufacturing, and distributing high-quality furniture fittings and interior solutions. Hettich has been operational in India since 2001, and next year marks our 25th anniversary. Initially, our operations were sales and marketing-driven, with products imported from Germany. However, as the Indian market expanded, we recognised the need for localisation. In 2013, we began manufacturing in India, investing over ₹2,000 crore in building local capabilities.
Today, we operate five factories, three in Gujarat and two in Madhya Pradesh—positioning us as the undisputed market leader. The growing middle class and rising demand for customised solutions have driven this success. The industry in India is poised for 7-8 percent CAGR growth over the next few years, and as market leaders, we are targeting double-digit growth. We focus on two main channels: classical trade (dealers and distributors) and the growing Original Equipment Manufacturer (OEM) segment, reflecting the market’s increasing organisation. Additionally, the influence of architects and interior designers is vital, as they often act as brand ambassadors. Our strategic positioning and adaptability ensure we remain at the forefront of India’s growing furniture fittings market.
How does Hettich differentiate itself from competitors in the Indian market?
At Hettich, we view competition as an opportunity rather than a challenge. Being the market leader, we welcome new players and believe in shaping the market to fit India’s unique dynamics. Unlike multinational companies that often bring pre-defined global models to India, we have tailored our approach to this market. Our significant investment in local manufacturing is a key differentiator. With five operational factories in India, we’ve built a robust supplier network, created jobs, and contributed to the economy. This commitment underscores our long-term vision for India.
Another aspect is our compliance with the Bureau of Indian Standards (BIS), ensuring that our products meet stringent quality and durability benchmarks. While some competitors may struggle with supply chains for imported goods, particularly from China, we are well-prepared with BIS-compliant, locally manufactured products. We also cater to diverse customer needs through our second brand, Hippow, which offers budget-friendly solutions alongside our premium products. Our extensive network of touchpoints, application centres for architects, interior designers, and carpenters, allows customers to experience our products firsthand.
Hettich is known for innovation. What recent product developments are you particularly excited about?
Our AvanTech YOU drawer system is a standout innovation. Beyond its basic functionality, it brings a new design dimension with options like the black magma finish, which adds elegance to modern interiors. Another product I am particularly excited about is the FurnSpin, a revolutionary rotating mechanism for furniture. It offers unparalleled functionality and is a testament to Hettich’s commitment to pushing the boundaries of furniture fittings. These products, our premium drawer systems, and highly customisable solutions highlight our focus on merging functionality with aesthetics to deliver genuinely innovative offerings.
What trends and challenges do you observe in India’s dynamic kitchen market, and how are you addressing them?
The Indian kitchen market is shaped by three megatrends: individualisation, urbanisation, and digitalisation. Individualisation reflects the growing consumer desire for unique, customised solutions. Premium kitchen buyers, for instance, want designs that stand out, with options tailored to their specific needs. Products like our AvanTech YOU drawer system exemplify this trend, offering endless customisation possibilities in colour, material, and finish. Urbanisation focuses on compact, space-saving solutions, especially in cities like Mumbai, where vertical living is the norm. Our innovations, such as movable walls, allow living spaces to transform dynamically, meeting the needs of urban dwellers. Digitalisation is the third pillar, enabling innovative furniture solutions like digital locks and app-controlled systems that enhance convenience and functionality. Globally, we have a dedicated startup within Hettich exploring these future trends to create products that anticipate market needs 10-20 years ahead. We prefer to view challenges as opportunities. The evolving customer demands and the complexities of urban living drive us to innovate constantly and offer solutions that align with future trends.
How does Hettich approach research and development to meet the unique demands of Indian kitchens?
India’s diverse and evolving market demands a localised approach to research and development. We are building an R&D team in Mumbai to focus exclusively on the Indian market. With a solid manufacturing base already established, this initiative will allow us to design and produce solutions explicitly tailored to the needs of Indian kitchens. This local R&D effort ensures we remain agile, responsive to trends, and aligned with consumer preferences, enabling us to innovate effectively in this unique market.
How have consumer preferences evolved in India’s kitchen fittings segment?
How does Hettich address customisation? The pandemic has transformed how Indians perceive their kitchens. Traditionally seen as a functional space, the kitchen is now evolving into the heart of the home, a place for family interaction and socialising. This shift has encouraged consumers to invest in kitchens that combine aesthetics and functionality. To cater to this demand, Hettich offers modular and highly customisable solutions. Products like built-in appliances and flexible layouts allow customers to personalise their kitchens without compromising practicality. This balance between individuality and utility is central to our approach.
How does Hettich India integrate sustainability into its operations and products?
Sustainability is deeply embedded in Hettich’s ethos. Globally, we aim to achieve carbon neutrality by 2030. In India, all our factories are powered by renewable energy sources like solar and wind, and we strive to derive 70 percent of our electricity from renewables by 2025. Additionally, we’ve implemented zero water discharge practices through Effluent Treatment Plants (ETPs), ensuring no water is wasted. Our focus on sustainability extends beyond environmental impact to include social contributions, such as creating jobs, upskilling workers, and building a robust local supplier network. At Hettich, sustainability is a goal and a responsibility guiding our long-term strategy in India and globally.
