Zippo Manufacturing Company, the iconic windproof lighter maker, has set an ambitious sales target of almost 50% growth in India for 2023, with strong double-digit sustained growth over the next five years. The company sees a huge opportunity in India’s offline channels and plans to roll out lighters at more retail stores. It has done successful tests with big retail partners such as Reliance and expects faster growth in 2023.
The company gets around 60-70% of sales from e-commerce channels in India and is expanding its presence in offline channels where it senses a huge opportunity, said Zippo Global Marketing Associate Vice President Lucas Johnson. The company prioritizes online sales with its own channel besides several key e-commerce channel partners such as TATA Cliq Luxury, Amazon, and Flipkart. It is also present in high-end gift shops or places like Cafe Coffee Day and Beer Cafe.
Zippo is witnessing demand not only from the metro markets but also from smaller tier II & III cities from the aspirational sections there. The company has also introduced iconic Indian places and designs to be engraved on its lighters to reach out to more potential consumers, reflecting the culture and traditions of India.
Zippo is not only used as a cigarette lighter but also as a portable flame that can be used for lighting bonfires, grills, stoves, and candles. The company has positioned itself as a portable flame that can be used for many purposes. Moreover, there is also a significant number of consumers who purchased the bow lighters as collectibles or commemorative items.
Zippo is not deterred by the high taxation on tobacco products by the Indian government on cigarettes as it positions itself as a portable flame used for many things, not just for tobacco.
Zippo entered India after officially setting up its subsidiary Zippo Lighters India in 2020. It has witnessed tremendous growth in the e-commerce sector, which is the focus area of the company in the last two years. Zippo aims to expand its market presence in India and begin exploring different collaborations or licensing agreements that could make sense. Some of these collaborations would also go global, targeting the widely spread Indian diaspora by adding some designs that speak to individual consumers, their likes, and preferences.
in the following years. The company has been working hard to expand its distribution network, increase brand awareness, and launch innovative products that appeal to the Indian market. With the Indian economy expected to continue growing in the coming years, Zippo’s strategy seems to be well-aligned with the country’s long-term growth prospects.
Furthermore, Zippo’s commitment to sustainability and responsible manufacturing practices is likely to resonate well with Indian consumers who are increasingly conscious of the environmental impact of their purchases. The company has set a goal of reducing its greenhouse gas emissions by 50% by 2030 and has implemented several initiatives to achieve this target. This aligns with India’s push towards sustainable development and green initiatives.
Overall, Zippo’s growth strategy in India seems promising, and the company’s continued focus on innovation, sustainability, and customer satisfaction is likely to drive its success in the region. With the Indian market poised for significant growth in the coming years, Zippo’s expansion into the region could be a significant milestone for the company’s global growth story.