Conversations - Rick Goings - Powered by IBEF
Published on:
Jan 28, 2012 by
Harini Calamur
under
Brand India, India Adda
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Rick Goings, Chairman and CEO of Tupperware, dropped into the India Adda for chai and conversation.
When I told him that my mother still packed my food for office in a Tupperware box he said that many people tell him that they love the product because it reminds them of their mother. And women are the strongest advocates of Tupperware. The company uses women to advocate its products to other women. In India there are 130,000 women selling the product, world wide there are 2.8 million products.
The "Tupperware Effect" is
when direct-sales companies go into developing markets and, in the course of building their business, build up the opportunities for the women that work with them.
Rick said that you can especially see this in India
....where there are women who are not employed or who are under employed - we micro finance her, we give her free training, .....she goes out and she tastes success, and when she tastes success she feels confident and when she feels confident then she has influence .In fact the programme in India is called the Chain of Confidence.."
Tupperware is now made in India. Two factories produce wares for the domestic market. Rick is confident of continuous rapid growth. He said the
.....middle class in India which, if you split it out, would be the 3rd or 4th largest country in the world. It is moving towards half a billion ..what we want to do is to be able to meet the growth that we are seeing there which is very strong double digit (for his company).
And on Brand India
Brand India doesn't speak to a country it speaks to a people. eyes and faces come upto me when I think brand India. I think credibility, I think intelligence, and I think Heart. So its a wonderful combination in India between Head and Heart. It is part of the culture.
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