KAFF Appliances COO Nalin Kumar discusses the brand's growth, focus on built-in and smart appliances, and innovation in the Indian kitchen market.
Mr. Nalin Kumar
With a deep understanding of consumer needs and market trends, Mr. Kumar has been instrumental in steering the company towards sustainable growth, product diversification, and enhanced customer experiences.
Mr. Nalin Kumar, Chief Operating Officer of KAFF Appliances, brings with him a wealth of experience and strategic expertise in driving the brand’s vision of revolutionizing Indian kitchens. Under his leadership, KAFF has strengthened its position as a pioneer in built-in kitchen appliances, blending innovation, functionality, and design excellence. With a deep understanding of consumer needs and market trends, Mr. Kumar has been instrumental in steering the company towards sustainable growth, product diversification, and enhanced customer experiences. His forward-looking approach continues to shape KAFF as a brand synonymous with trust, modernity, and cutting-edge technology in the Indian appliance industry.
1. Which KAFF product categories have emerged as the top revenue drivers in 2025 so far? Are there any standout models or innovations?
In 2025, our built-in appliance portfolio continues to be the strongest contributor to revenue. Cooker hoods (chimneys) have cemented their position as the top driver, especially our auto-clean range powered with BLDC motors. These are highly energy-efficient, quiet, and specifically designed for Indian kitchens where heavy cooking with oils and spices requires superior suction and durability.
Built-in hobs are another category that has seen robust adoption, particularly our premium glass-top hobs with advanced flame-failure safety features. Consumers are increasingly looking for both aesthetics and safety in their kitchens, and this range addresses both.
Dishwashers are our fastest-growing category, with adoption accelerating in urban and semi-urban households. Our Wi-Fi-enabled dishwasher, launched earlier this year, has emerged as a standout innovation. It allows users to remotely control wash cycles, check water usage, and optimize energy consumption-an integration of convenience, sustainability, and smart living. This product represents the future direction of KAFF: high performance seamlessly blending with digital ease.
2. With the growing demand for tech-enabled kitchens, how is KAFF innovating in the smart appliance space? Could you share your latest tech integrations or connected kitchen solutions?
For KAFF, technology is meaningful only when it simplifies life. Our innovation philosophy revolves around intuitive solutions rather than just feature-heavy appliances.
We’ve recently introduced Wi-Fi-enabled dishwashers and wine coolers, where users can control and monitor their appliances through mobile apps. These integrations provide flexibility to busy households that value time and efficiency.
In addition, we are piloting AI-driven sensors in cooker hoods and hobs that automatically adjust suction power or flame intensity depending on cooking activity. This reduces energy wastage, enhances safety, and allows users to focus on the cooking rather than appliance settings.
We are also investing in energy-efficient technologies such as BLDC motors and eco-wash programs, aligning with the growing consciousness around sustainability. Our vision is to make kitchens not just smarter, but greener, without complicating the cooking experience.
3. Built-in kitchen appliances are seeing rapid adoption in Indian households. How much of your growth can be attributed to this segment?
Built-in appliances are at the heart of our growth story. In fact, more than 50% of our overall growth in 2025 so far has come from this category.
The trend is fueled by multiple factors-rising adoption of modular kitchens, increasing urbanization, and the aspirational shift among middle-class and affluent households towards sleek, clutter-free, and globally inspired kitchens. Indian consumers today don’t see built-in appliances as luxury add-ons, but as a natural extension of modern living.
KAFF was among the earliest to introduce built-in appliances to the Indian market, and our first-mover advantage continues to pay off. Over time, we’ve localized designs to Indian cooking patterns, from chimney suction suited for deep frying to hobs with safety mechanisms for high-intensity flames. This category is no longer niche-it’s a mainstream growth engine.
4. What are your top-selling SKUs in 2025 so far and what makes them consumer favorites in a highly competitive market?
Our auto-clean chimneys with BLDC motors are consistently the most sought-after because they deliver powerful suction, energy savings, and low noise-three factors consumers prioritize in a chimney.
Our premium glass-top hobs with flame-failure safety have also become a bestseller. They appeal not only for their modern aesthetics but also for the assurance of safety, which is especially important in Indian households.
The Wi-Fi-enabled dishwasher has quickly emerged as a consumer favorite. Post-pandemic, dishwashers gained visibility, but now the demand is driven by convenience, hygiene, and smart features. What sets it apart is not just the connected tech, but also how it adapts to Indian cooking needs-tough stains, oily utensils, and varied dish sizes.
In a crowded market, these SKUs stand out because they balance form, function, and thoughtfulness. Customers consistently tell us our appliances feel “designed for them” rather than imported concepts adapted without context.
5. Could you elaborate on KAFF’s current retail footprint across India and the strategy behind its presence in Tier 2 and Tier 3 markets?
KAFF has built a strong retail presence across metros, tier-1 hubs, and now tier-2 and tier-3 towns. Our philosophy is that premium kitchens should not be restricted to big-city households.
In tier-2 and tier-3 markets, we are adopting modular-ready store formats that are compact, localized, and designed to meet regional demand. This is complemented by a strong after-sales service network, because we know trust in smaller towns is built not only on the product but also on service reliability.
The idea is to democratize premium living. Whether someone is furnishing an apartment in Gurgaon or setting up a villa in Jaipur, KAFF wants to be equally accessible. This strategy is aligned with the wider consumer shift-aspiration is no longer limited by geography.
6. How are you scaling your brand presence through exclusive outlets, retail partnerships, or experience centers?
Scaling for us means expanding reach without losing the immersive experience that helps customers connect with our products.
We’re opening exclusive brand outlets and franchise-led showrooms, which serve as premium spaces where customers can explore the full KAFF ecosystem. At the same time, we continue to strengthen our partnerships with multi-brand retailers to ensure wider availability.
Experience centers remain central to our growth story. These are not just showrooms but interactive spaces where customers can experience live demos, compare features, and imagine how the appliances will look and function in their own kitchens. The goal is to combine widespread accessibility with experiential depth.
7. What is KAFF’s online vs. offline sales ratio currently, and where are you seeing stronger growth momentum?
Currently, our sales mix is close to balanced, between online and offline channels, though offline continues to lead slightly.
Offline thrives because kitchen appliances are tactile, premium purchases-customers want to see, touch, and test before making a decision. This is particularly true for built-in products like hobs and chimneys.
That said, the online channel is growing at a faster pace, especially among younger homeowners who are research-driven and comfortable making high-value purchases digitally. Our D2C platform, e-commerce marketplaces, and even quick-commerce tie-ups for smaller appliances are fueling this growth.
The beauty of this omnichannel model is that online creates discovery, education, and trial, while offline provides deep engagement and conversions. Both channels reinforce each other, ensuring we don’t miss any consumer segment.
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