What does the brand ‘Tupperware’ stand for?
Tupperware is one of the world’s leading direct selling companies, with a large women’s network handling premium food storage, food preparation and serving products. We started our India operations in 1996 and today we’ve become a complete culinary lifestyle brand. This success can be attributed both to our high quality, beautifully designed, aspirational products that come with lifetime warranty and to the rewarding business opportunities provided by the company.
Our product range is created with the intention to provide a one-stop solution for all kitchen and dining needs – storage, preparation, microwave-safe and refrigerator-friendly products, serving dishes as well as a special range for children. As a brand, we are passionate about changing women’s lives by enlightening, educating and empowering them to achieve their goals.
How is Tupperware working towards empowering women?
At Tupperware, we have something called ‘Tupperware Chain of Confidence’. It’s a campaign that brings together women across the globe and acknowledges the life-altering impact they can have on one another. Our brand gives them the flexibility to set work schedules, own a business, earn extra income and widen their circle of influence. The Chain of Confidence pushes them in terms of personal and financial success. We have about 2.6 million such counsellors globally. Apart from this, we’ve partnered with NGOs which work towards uplifting the underprivileged. Our ongoing partnership with Literacy India helps underprivileged children. We also support Project Crayons, an NGO, which is working towards providing shelter to poor and destitute women.
What’s ‘She Can You Can’?
‘She Can You Can’ is a book written by one of the earliest members of our Indian Tupperware family, Asha Gupta. At present, she is the President, Asia-Pacific, of Tupperware Brands. In the 75 pages of the book, she gives you a glimpse of the kind of impact we’ve created in people’s lives. It’s basically a collection of 11 real-life short stories about women who’ve transformed their lives with courage and determination.
How do you market a product which carries such a high emotional quotient along with it?
Tupperware is into direct selling, and to achieve this we have ‘consultants’ across the globe. All these ‘consultants’ are not professional employees with fancy degrees. In fact, most of these are simple housewives. These are the women who’ve used our products, liked them and decided to share them with others. So basically, it’s simple wordof- mouth and face-to-face demonstrations that work. This process connects women together and gives each one of them a sense of independence, confidence and ownership. It’s unbelievable how a small business opportunity like this can transform a life. And that’s what the tagline of our brand says, “Live Smart, Live Confident”.
What challenges did Tupperware face in its journey?
When the brand first entered India, I can only imagine how difficult it must have been. People back then used old metal containers to store pulses, cereals and other dry products. These containers had to be labelled or you would have to open the lid each time to see what was stored inside. Moisture would get in. They had to be dried properly after each wash and yet they would soon catch rust which made them unattractive, unhygienic and impractical. The biggest task was to get people to realise that our high quality foodgrade plastic is a practical alternative. A decade or so ago, people couldn’t even pronounce our brand name properly due to lack of awareness. When I compare that with where we’re today, I think we’ve come a long way.
Leading a brand is not easy. How do you like to de-stress yourself?
I don’t think it’s taxing at all. Most of the time we are working on brand campaigns and programmes or we are interacting with people who buy or sell our products. Our products provide so much energy and inspiration with their beautiful colours and designs that we are having fun practically all the time!
Are there some interesting incidents you’d like to share?
I’ll share one that comes to mind. We were conducting a campaign when we met this young, newly-married girl. She knew about almost all our products and seemed to own most of them. According to her, they were all “collected over a long period of time”. We were surprised. Here was a young girl, barely out of her teens, who’d been collecting our products for a long time. So we asked her when she’d started collecting, and her answer was that she’d recently got married and her mother had been stocking up Tupperware products for years to gift the entire set on her marriage. This was truly fantastic but it wasn’t the first time we’ve heard of such a thing. In Brazil, this is almost a tradition in families and is called “Tupperisation” of a home.
India’s got talent but we haven’t been able to build globally acclaimed brands. Why?
I couldn’t agree more with the first part of your question. We’ve given the world so many talented people like Indira Nooyi, Satya Nadella and Rajiv Suri. However, I don’t agree to your second assertion. India has some truly great brands competing on global platforms including TCS, Infosys, Bajaj and Bharti Airtel among many others. So India has some of the brightest minds who are definitely establishing great brands that are making the country proud on the global stage.