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Newsline-National | August 2015

Sanjeev Kapoor appoints Tangerine as Retail Licensee

Renowned chef Sanjeev Kapoor, at the recent HGH India 2015 annual trade held at the Bombay Convention and Exhibition Centre, announced Tangerine as its authorised licensee to sell select Sanjeev Kapoor branded products like table and kitchen linen. This marks the foray of the Sanjeev Kapoor into the lifestyle houseware and kitchenware segment through brand licensing deals. Tangerine, the designer brand in Home Solutions and part of the Indian Home Variations, will offer a new array of SK Branded fashionable kitchen linen, table linen, mugs, trays, etc. Tangerine would be also be the sole distributor for SK range of Cutlery launched by Licensee ´ Trinity Kitchenware Pvt Ltd.

These products by Tangerine crafted under the parameters of the SK brand will be trendy and aesthetically designed to suit the contemporary taste and requirements of the modern consumers. A special focus on the quality to develop effective and safe kitchenware, the Sanjeev Kapoor range of products will be at par with the global standards and redefine the experience from storage pre-cooking, cooking to table arrangement and dining.

The kitchen and table linen will be manufactured using 100 per cent cotton fabric while kitchen ware like mugs and dishes will constitute porcelain which is microwave safe and the different hues and prints makes it look urban and sophisticated. In the last decade, demand for quality, branded cookware and kitchen linen, which looks coordinated and enhances the experience of cooking, has picked up immeasurably. There is an evolving trend for colour and theme synchronized kitchenware, kitchen linen and cooking accessories with the rising awareness among people for these products, which create a positive and a satiating kitchen environment. This not only impacts the food habits but also affects the overall health and well being of the family.

Rajiv Merchant, Co-Founder & CEO, Tangerine commented on the auspicious occasion, ´Brand Sanjeev Kapoor is the most authentic brand for every Indian kitchen as the Chef is known by every house maker and his name itself brings credibility and assurance. We are excited to work with the SK brand and aim to provide customers with a complete experience in kitchen and table products at one place, under one brand. The interesting and classy pieces will certainly raise the standard of cooking in every house and create an organised look in the kitchen and dining space.´

Sanjeev Kapoor says, ´Today food is not merely limited to the senses of taste and smell but has gone beyond this to also include the senses of sight. Through our Licensing and Merchandising vertical, our focus is to bring-in products that will add the lifestyle experiential quotient to the houseware and kitchenware category. We are delighted to appoint Tangerine as our official Licensee and look forward to cohesively transform the entire Kitchen and Dining experience of modern-day consumers.´

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