Business India ×

Published on: May 31, 2022, 10:24 a.m.
Victorinox sets to expand its footprint in India
  • Victorinox' new brand store at Palladium Mall, Mumbai

By Lancelot Joseph. Executive Editor, Business India

Last month, the traditional Swiss company, Victorinox AG opened its doors with the opening of a new brand store at Palladium Mall, High Street Phoenix, Mumbai. “This is our first store in India,” says Colonel Chandhoke, MD, Victorinox India. “We had planned the entry in 2020, but the pandemic had ruined our launch. India is a matured market. About 12 per cent of our products are sold to the defence and the army”. Victorinox India has already crossed Rs100 crore in 2019 from its 300-odd point of sales and projects a 40 per cent growth in 2022. The company has an assembly line in Bhiwandi, Mumbai.

Victorinox has been in India for the last 15 years, as a joint venture with Aneesh Goel – a 90:10 JV. Then, in 2016, the Swiss company bought out Goel and now it is a 100 per cent subsidiary. As one knows, Victorinox is a worldwide operating family business, which today is run by the fourth generation of management. The headquarters of the company is located in Ibach, Canton Schwyz, in the heart of Switzerland. “This is where the founder of the company Karl Elsener I set up his cutlery business back in 1884 and, a few years later, designed the legendary ‘original Swiss army knife’.

 Meanwhile, the company produces not only the world-famous pocket knives, but also high-quality household and professional knives, watches, travel gear and fragrances. In 2005, the company took over Wenger SA in Delémont. The Wenger pocket knives were integrated into the Victorinox range in 2013, so that the Wenger product portfolio today consists of watches and travel gear,” adds Chandhoke, a CA who sells the products online, in own stores as well as via a widespread network of subsidiaries and distributors in more than 120 countries. In 2019, the company, with its more than 2,100 employees, had generated sales of CHF480 million.

 Outstanding design

“A wonderful tour around Switzerland, inspired by beautiful places and their famous sights, is captured in the Cadet Swiss Spirit Limited Edition 2022,” says Chandhoke. “Presenting an outstanding design with fine black haptic (3D) lines, this exceptional pocket knife is available in a limited quantity of 12,000 pieces only. It makes a great souvenir, collector’s item or gift”.

  • Chandhoke: our products are made for life; Photo: Sanjay Borade

    Chandhoke: our products are made for life; Photo: Sanjay Borade

With the Cadet Swiss Spirit 2022, it is possible to visit the most famous sights of Switzerland without even leaving the house. When taking a closer look at the design, one discovers the famous Chapel Bridge in Lucerne, Zurich’s Grossmünster, the federal parliament building in Bern and much more. “It’s time to explore Switzerland and its world-renowned attractions!” says Debraj Sengupta, CMO & country head, watches, Victorinox.

“The Cadet Swiss Spirit 2022 is the ideal partner for those who like to carry a little piece of Switzerland in their pockets every day and appreciate the functionality and the iconic design of Victorinox Swiss army knives. This year’s special edition offers a total of eleven practical functions, which are useful in just about any situation, even on city trips. As an ideal souvenir, gift or collector’s item, this special edition is launched worldwide and can be purchased in specialty, souvenir and gift shops, Victorinox stores and online”.

The item comes with a certificate and is encased in a silver slip-lid gift box, with a design-matching sleeve. Celebrating the spirit of Switzerland, it also testifies to the high levels of functionality, quality and innovation that characterise the brand. Victorinox guarantees all knives and tools to be of first-class stainless steel. 

“Since environmental protection and sustainability are part of the Victorinox’s DNA, our products are made for life,” sums up Chandhoke. “Each item has a lifetime guarantee against any defects in material and workmanship. Victorinox prides itself on more than 130 years of experience in the manufacturing of high-quality knives in Switzerland”. Meanwhile, the company plans to set up more brand shops in the coming years and is looking at Delhi and Bengaluru to start with.

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