Aruni Mishra, CEO, Tramontina India, on localisation, omnichannel scale, health-led innovation and building a houseware brand for aspirational India
Tramontina has been present globally for over a century. How do you assess the brand’s growth journey in India so far, and what will define the next phase?
Before talking about the future, it’s important to understand why we entered India the way we did. Tramontina originated in Brazil in 1911 and today operates in nearly 120 countries. In many ways, we are seen as a trusted, value-driven organisation with strong global presence across the US, Europe, Southeast Asia and the Middle East.
India was a unique challenge. Before entering the market, we spent almost a year studying Indian cooking habits and consumer behaviour. For the first time in Tramontina’s global history, we did not bring existing global products to a new market. Instead, we created India-specific product lines, designed for Indian cooking styles — kadais, tawas, high-heat usage — which didn’t exist in our global portfolio earlier.
We realised India is not a price-sensitive market, but a value-centric one. That insight shaped our four pillars: product excellence, premiumisation, omnichannel presence and people. Our products are engineered specifically for Indian usage, premiumised to reflect changing lifestyles, distributed across channels from day one, and driven entirely by a 100 per cent Indian team. These pillars will continue to define our next phase of growth.
Indian consumers are aspirational yet extremely value-conscious. How does Tramontina balance premium positioning with localisation?
Indians look at purchases in two ways — as a spend or as an investment. Cookware, like furniture, is increasingly viewed as an investment. When consumers invest, they expect durability, safety and long-term value.
Our pricing is honest, but our positioning is firmly in the value-premium space. Every Tramontina product is built to last for years, sometimes decades. Premiumisation for us doesn’t mean aesthetics alone — it means adding health, safety and confidence. All our products are certified, health-compliant and designed to support well-being. That balance between durability, safety and design is where we believe Indian consumers see real value.
Sustainability, durability and material innovation are critical themes today. How central are these to your product strategy?
Globally, sustainability has always been core to Tramontina. In India, durability comes first — because sustainability begins with longevity. A product that lasts decades is inherently sustainable.
Take triply cookware, for instance. While many brands sell triply, the difference lies in material purity and thickness. We use high-purity aluminium and superior-grade stainless steel, ensuring lifetime performance. Our manufacturing processes, with technology sourced from Brazil, are compliant with global sustainability norms. This facility is designed not just for India, but for global supply.
From day one, sustainability, durability and innovation have been foundational to our India journey.
How is Tramontina using omnichannel retail and partnerships to scale beyond metros?
We entered India as an omnichannel brand from day one. Today, general trade is our largest contributor. We are present across 17 states, 97 cities and over 2,200 general trade stores, with deep penetration into tier 2 and tier 3 cities.
Ecommerce has been equally critical. Amazon is a strong global partner, and we’ve built a tailored assortment for India. We are also deeply invested in quick commerce. Our knife range, for instance, is available across Blinkit, Zepto, Swiggy Instamart and other platforms, with specific products developed for Q-commerce’s speed-driven consumer behaviour.
Across e-commerce and Q-commerce, we now reach over 2,000 dark stores nationwide. This omnichannel approach has enabled rapid growth within just 18 months.
When launching in India, what was the single most important insight that guided your product strategy?
Health and lifestyle. India’s top 20 per cent — roughly 30–40 million people — is extremely aspirational and increasingly health-conscious. We wanted to be the health partner in the Indian kitchen.
That led us to launch India’s first tri-ply ceramic cookware, combining the heat distribution of triply with a 100 per cent safe ceramic coating. We also introduced cast iron and sustainable materials that align with long-term health and well-being. Every product we launched was evaluated through the lens of safety, health and lifestyle compatibility.
Looking ahead, what trends and challenges will shape the cookware and houseware segment over the next five years?
Our vision is clear: by 2037, we aim to be among the top three houseware companies in India. And houseware goes far beyond cookware.
We are expanding into three key segments: consumer kitchenware, waste management and hospitality. This year, we are launching premium waste management solutions such as well-designed pedal bins that integrate seamlessly into modern homes. Hospitality is another high-growth area, expanding at nearly 16 per cent CAGR, yet underserved in terms of quality houseware solutions.
Over time, we will also bring in categories like DIY tools, porcelain, cutlery and more. The challenge is not just expansion, but communication — ensuring consumers understand Tramontina as a health and safety-led houseware brand, not just a cookware company.
Indian kitchens are becoming open and aesthetic. How has that influenced product design?
The kitchen is no longer hidden; it’s the heart of the home. That insight led us to design cookware that moves seamlessly from flame to table. Our products look good on the stove and on the dining table, without compromising on health or durability.
Details matter. We were the first to introduce NSF-certified cookware in India, ensuring non-reactive, antimicrobial metals. Our triply cookware is 100% leak-proof at rivets, preventing bacterial build-up. These nuances may not be visible at first glance, but they transform everyday usage and drive repeat purchases.
Tramontina offers warranties that are rare in India. What’s the thinking behind that?
Warranty is not about paperwork; it’s about confidence. We offer lifetime warranties on cast iron and a 100 per cent no-questions-asked return policy. If a consumer is unhappy, we either educate them on usage, replace the product or issue a refund.
Indian consumers are still learning new materials like ceramic coatings. We want to remove hesitation and build trust. That approach also reassures retailers, enabling us to scale quickly across general trade.
