Peggy Oliver, inspired by renowned designers like Giorgio Armani and Jans Haminet, has made a grand entrance into the Indian market, focusing on opulent and luxurious glassware. With successful ventures in Europe and the US, the brand has teamed up with Reliance Retail to make its debut in the highly price-sensitive Indian market. Vick Rana, the Chairman & CEO at Red Ridge Group, discusses the company’s strategy for India.
The core philosophy of Peggy Oliver is to provide products that offer long-lasting value and cater to diverse Indian household needs. Beyond dinnerware, they are introducing a complete home solution range, including home appliances, carpets, door mats, aprons, coffee machines, and more. Notably, their innovations include microwaveable stainless steel containers and double glass-coated coffee mugs for an enhanced drinking experience. Unlike competitors who specialize in specific product categories, Peggy Oliver aims to offer an international home solution that meets all Indian needs in the premium category, encouraging consumers to elevate their lifestyles sustainably and elegantly.
Peggy Oliver recognizes the progress of domestic manufacturing of ceramic tableware in India, which enables them to address two crucial requirements in the market. First, they strive to provide high-end home solution products similar to those found in overseas markets. Second, they offer an affordable range that maintains a high-end look and feel. This approach aligns with the preferences of the well-traveled consumer base, particularly the young generation with increased buying power and a preference for brands that uphold health and quality standards.
Targeting middle-aged homemakers seeking classy glassware for special occasions or guests, Peggy Oliver has gained significant success in the US, European, and UK markets through word-of-mouth promotion and positive customer feedback, especially for their coffee mugs. They offer unisex designs called ‘Him & Her’ to cater to customers who blend indoor and outdoor responsibilities seamlessly.
Recognizing the competition, Peggy Oliver is expanding its product range to include iPad cases, cellphone covers, placemats, and storage boxes. Additionally, the brand is experimenting with an everyday ware sub-brand. The post-covid HoReCa (Hotel, Restaurant, and Canteen) sector in India has also shown interest in Peggy Oliver’s products due to the rise in staycations.
The brand has secured several orders through trade shows this year and is focusing on online sales and modern stores. After the initial collaboration with Reliance, Peggy Oliver plans to launch in other major Indian cities and gradually expand into tier 2 and 3 markets. Rana expressed optimism about the brand’s prospects in India.