Tangerine, the designer brand in home solutions category which is also part of the internationally-acclaimed, premium design-centric home makeover solutions, Indian Home Variations, has been appointed as the authorised licensee to sell select Sanjeev Kapoor branded products.
This development marks the foray of the Sanjeev Kapoor brand into the lifestyle houseware and kitchenware segment through brand licensing deals. The announcement was made at the recent HGH India 2015 annual trade show held at the Bombay Convention and Exhibition Centre.
Rajiv Merchant, co-founder and CEO, Tangerine says, “Brand Sanjeev Kapoor is the most authentic brand for every Indian kitchen as the Chef is known by every house maker and his name itself brings credibility and assurance. We are excited to work with the SK brand and aim to provide customers with a complete experience in kitchen and table products at one place, under one brand. The interesting and classy pieces will certainly raise the standard of cooking in every house and create an organised look in the kitchen and dining space.”
Tangerine will also offer a new array of SK Branded fashionable kitchen linen, table linen, mugs, trays, et cetra. Tangerine would be the sole distributor for SK range of Cutlery launched by Licensee – Trinity Kitchenware Pvt Ltd.
With this association, Tangerine aims to develop the finest fashion concepts for kitchen and table ware, which is safe and functional in the Indian households. “We are hoping to reach out to every woman and bring some innovative change in her routine cooking style,” adds Merchant.
Speaking at the launch, Chef Sanjeev Kapoor said, “Today food is not merely limited to the senses of taste and smell. Through our licensing and merchandising vertical, our focus is to bring-in products that will add the lifestyle experiential quotient to the houseware and kitchenware category. We are delighted to appoint Tangerine as our official licensee and look forward to cohesively transform the entire kitchen and dining experience of modern-day consumers.”
The merchandise created by Tangerine can be retailed across India at leading multi-brand outlets, speciality and department stores and will also be available on online shopping websites.