: Brand Saga: Tupperware India, the brand that humanized ‘dabbas’ #IndiaNEWS #Brand Saga This Thursday we walk down the memory lane with the Tupperware India advertising journey, understanding how

Brand Saga: Tupperware India, the brand that humanized ‘dabbas’ #IndiaNEWS #Brand Saga
This Thursday we walk down the memory lane with the Tupperware India advertising journey, understanding how this brand became an audience favorite and a part of the daily lingo to the point that Tupperware memes are till date a rage.

Forgot your Tupperware tiffin box somewhere? It’s a tough situation ahead, as your mother gives you that deadly stare. Dabbas’ have been our constant companion. Mothers probably adore these dabbas more than they adore us. There were days the empty boxes of premium butter cookies and Bournvita or Chyawanprash bottles were used for storage. Enter Tupperware. We take a look at the Tupperware India advertising journey for our love for the brand and for our mothers love for the dabbas.

Tupperware’s India Debut

In 1946, Earl Silas Tupper laid the foundation of Tupperware in Leominster, Massachusetts. With his acumen, he identified a need gap and developed plastic containers used in households to contain food and keep it airtight, which featured a then-patented burping seal.

In 1996, after creating waves in a few European countries, Tupperware kickstarted operations in India with their Fridge Range Jugs, Tumbler, Cool N Fresh, and Bowled Over. Delhi being the first market, the company did its debut with a sales force of 30-40 women and an employee force of 10-15 people.

Tupperware is now sold in almost 100 countries. The company claims that in seven decades, their products have become more diverse, environmentally responsible, and durable.

Tupperware India Advertising Journey The Womans World

The success of Tupperware has been majorly credited to the brains of Brownie Wise, an American salesperson, who identified the need for product demos and introduced a party plan system, which ultimately created entrepreneurial opportunities for women. This system went on to break all records and made Tupperware a leading homeware brand across the globe.

Picking on the insight, online data suggests that Tupperware developed a direct marketing strategy to sell products known as the Tupperware Party. The Tupperware Party enabled women in the 1950s to earn while keeping their focus in the domestic domain (the 50s version of WFH). The party plan model relied on characteristics generally assumed of housewives (e. g. , party planning, hosting a party, sociable relations with friends and neighbors) and featuring the brand products in those parties.

A similar strategy was adopted in India where every month the company hosted ‘Tupperware Demo Parties’ inviting housewives and mothers as the primary target audience. The demonstration sessions highlighted how the Tupperware product range has something for everyone and that they can be trusted with storing food or any goods that need to stay safe and fresh.