Wonderchef targets 50% sales from digital channels within five years
Kitchen-appliance brand Wonderchef is targeting Rs 600 crore in sales this fiscal year, up from Rs 486 crore last year, while planning to lift digital’s revenue contribution from 35% currently to 50% over five years. It also plans to add 12 exclusive stores this year.
What happened
Wonderchef targets Rs 600 crore sales this fiscal year and expects digital channels to contribute half of revenue within five years. The kitchen-appliance brand
Key facts
- Digital sales targeted at 50% of total sales within five years, versus 35% currently
- FY net-sales target: Rs 600 crore, versus Rs 486 crore last year and Rs 426 crore the year before
- Targeting 27% overall growth this year and 30% festive-season growth
- Plans to add 12 stores this fiscal year
- Launched 152 products in the current quarter
Why this matters
Wonderchef’s plan to raise digital contribution from 35% to 50% while adding 12 stores signals a deliberate omnichannel model that uses physical retail to support discovery and digital conversion.
What to watch
- Quarterly digital revenue share and whether it exceeds 38% within the next 12-18 months.
- Growth in D2C versus marketplace sales, including customer acquisition cost, repeat rate and contribution margin.
- Performance of new exclusive stores: sales per store, omnichannel order capture and cannibalization of dealer sales.
- Online discount intensity during major festive events and its impact on gross margin.
- Service metrics including return rates, product ratings, installation turnaround and complaint resolution.