Understated opulence, sleek showpieces, curved floating forms, organic shapes, ambient lighting – these are not the first choice of words to describe steel products. Well, Küche7 is aiming to alter the perception of this material generally associated with sturdiness and longevity. There was a time when steel ruled the average Indian middle class kitchen. From steel shelves to sinks to almirahs, steel was the material of choice, albeit industrial in looks and often monochromatic. It was soon replaced by more aesthetic choices. Well, the Mumbai-based brand is bringing back the versatility of steel with entire kitchens, wardrobes and vanity units – in a stunning range of finishes.
The company was launched in 2015, with a few like-minded individuals bonding together with the idea to create pre-eminent kitchen design solutions using 304 food grade stainless steel as a solution to the challenges of an Indian kitchen. “Indian homes are affected by water, termites, climate, durability and hygiene,” points out Naeem Chauhan, managing director, Küche7. “Everything has been adapted with stainless steel as a solution.” The brand is eager to point out that stainless steel is a self-healing, sustainable material with a great resale value, is recyclable, low-maintenance, and is the best answer to the challenges of damage by moisture, fungus, pests, etc, posed by other materials. To address the look and feel of the material, the brand offers 20,000 colour options and finishes, an unprecedented figure for the country in steel.
Chauhan points out that, hitherto, Indians have had the choice of several international brands in the modular kitchen space, including Häcker, Nolte, Poggenpohl and Bulthaup amongst others. He points out that these brands “have the raw material created in MDF, which does not suit Indian climate. These brands have kitchens in European cooking style, which is dry kitchen, so MDF can be adapted. Indian kitchens are wet, using spices and oils, which makes stainless steel the most suitable option”.
Steel kitchens, anyone?
The opening of this 2,500 sq ft store will create a north India awareness, claims Chauhan. He admits that awareness was a struggle for the brand initially. “However, acceptance was super high, and that created much more possibilities of growth for us.” He still feels that awareness, adaptability and push in the market is something the company needs to work on. “Customers are directly coming to us and through them we are getting connected to architects. We are working through social and digital media.”
Chauhan points out that a steel kitchen is 50 per cent more expensive compared to other materials such as wood. “A challenge is to give the product within an affordable price for the masses, making Indian homes safe in terms of hazards and issues of health,” he says. “A challenge is to get steel at a good price.”
Almost all Küche7 kitchens are customised, and the company reports about 300,000 units already installed. While the average price of a kitchen is about R8 lakh, this could considerably rise depending on the factors such as amenities used or size of the project. The brand is quick to point out the cost is quickly recovered, looking at the durability, There is even value in resale. Incidentally, every Küche7 kitchen comes with a lifetime warranty.
Küche7 has a manufacturing unit with a capacity to produce 600 kitchens per month, in Bhiwandi, just north of Mumbai. The company, which is targeting a turnover of R300 crore this year, has expanded from nine stores last year to this flagship store becoming its 21st. With more in the pipeline.