Glen Appliances is adapting to changes in India’s kitchen appliance market by combining fresh ideas, good design, and features that fit people’s lifestyles. The market is worth over $4.5 billion in 2024 and should grow by 8–10% annually until 2030. Glen is becoming a model for direct-to-consumer businesses in India through new ideas, tech, and growing in many sales channels.
With many loyal customers and a history of introducing India’s first auto-ignition cooktops and quiet chimneys, Glen has changed from a standard appliance maker to a modern, direct-to-consumer brand for kitchen fashion and home wellness. Rintu Dasgupta, COO, said that their goal is to make Glen the top lifestyle and wellness kitchen brand in India and also emphasized the company’s direct-to-consumer plan.
Glen already has over 175 exclusive showrooms and plans to double its retail presence in the next few years across India. This move is part of a bigger direct-to-consumer growth plan in India, where brands are using both online and physical stores. The company makes sure to have the right products in different stores — modern shops, traditional retail, and exclusive stores.
The company is also building a new design and manufacturing center in Faridabad, showing their commitment to making products in India. Glen makes almost 90% of its products in-house and is leading in kitchen tech innovation, like BLDC motors in chimneys and aluminum mixing tubes. This helps them stand out as a sustainable brand and strengthens their brand image.
Online, Glen’s e-commerce sales have risen to 12% of their total revenue and are expected to reach 15–17% in two years. Glen has also started using quick commerce platforms, offering basic appliances for shoppers who want convenience. These new sales methods help Glen stay competitive in India’s direct-to-consumer market.
Product innovation is Glen’s main advantage. With over 500 products, Glen focuses on smoke-free kitchens and healthy cooking. Dasgupta said that innovation is always a priority. They are planning to launch built-in appliances and high-suction chimneys for cleaner indoor air.
To get people more involved with the brand, Glen is partnering with chefs and wellness creators, turning appliances into lifestyle experiences. This focus on community growth fits well with the trend of using influencers and creators in direct-to-consumer marketing.
Glen grew by 12% last year and is aiming for over 20% growth through retail expansion, constant innovation, and online strategies. Glen Appliances is changing how premium brands include health, tech, and sustainability in daily living — creating new standards for growth and wellness.
