Sujata Appliances
Sujata Appliances is a privately-held, New Delhi-based manufacturer founded in 1979 that designs and sells small kitchen and home appliances — primarily mixer grinders and juicers — to Indian households and HoReCa buyers through dealer networks, its own e-commerce site, and Amazon.
- Company typePrivate
- Founded1979
- HeadquartersNew Delhi, India
- Headcount501–1,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Sujata Appliances does
Sujata Appliances (legal entity M/s Mittal Electronics) is a New Delhi-headquartered, privately-held Indian manufacturer of small kitchen and home appliances, founded in 1979 by Brij Mohan Mittal and currently managed by a partnership including Akhil Aggarwal, Atul Mittal, Amul Aggarwal, and Anil Mittal. The company designs, manufactures, and markets mixer grinders, juicer mixer grinders, centrifugal and cold-press juicers, mixer blenders, hand blenders, air fryers, pop-up toasters, sandwich makers, grills, electric kettles, dry irons, and a full lineup of decorative, superior, table/pedestal, and ventilation fans, plus commercial kitchen equipment (MAGNAPRO mixer grinder, BLENDMATIC blender, vegetable cutter).
Sujata's core technology is mechanical rather than digital: 900W–1305W motors featuring double ball bearings with 100% copper winding, operating at speeds up to 22,000 RPM and capable of 90 minutes of continuous non-stop duty without overheating; a proprietary honeycomb filter mesh for juicers; magnetic safety lock systems on commercial vegetable cutters; and STRIX controllers with three-way auto shut-off on the EK01 electric kettle. Product prices range from ₹927 (DRYFAST MAX iron) to ₹24,534 (SJ01 cold-press slow juicer), with commercial equipment priced at ₹14,463–₹21,501.
The company operates a product-led, multi-channel go-to-market model spanning direct e-commerce on sujataappliances.com, Amazon India, and a pan-India dealer-distributor network, supplemented by CII trade fair participation and an active social presence on Facebook, Instagram, YouTube, LinkedIn, and WhatsApp. It claims 'India's top-selling juicer brand' status for its Powermatic line and reports distribution across 18+ countries. Revenue derives exclusively from one-time hardware unit sales, with no subscription or services component, and is concentrated in Indian households as the primary customer segment with a secondary HoReCa buyer base for commercial-grade equipment.
Sujata Appliances firmographics
Firmographics- Name
- Sujata Appliances
- Legal name
- M/s Mittal Electronics
- Website
- https://sujataappliances.com
- Company type
- Private
- Founded year
- 1979
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Sujata Appliances is a privately-held, New Delhi-based manufacturer founded in 1979 that designs and sells small kitchen and home appliances — primarily mixer grinders and juicers — to Indian households and HoReCa buyers through dealer networks, its own e-commerce site, and Amazon.
- Ownership category
- akta.pro rank
Sujata Appliances industry classification
Industry- Product category
- Home and Kitchen Appliances
- NAICS
- Small Electrical Appliance Manufacturing (335210), Small Electrical Appliance Manufacturing (33521), Household Appliance Manufacturing (3352)
- SIC
- Household Appliances (3630), Electric Housewares & Fans (3634)
- akta.pro primary industry
- Food Prep Appliances Retail (Blenders, Mixers, Processors) (CRACADAD)
- akta.pro secondary industries
- Specialty Kitchen Appliances Retail (Sous Vide, Dehydrators, Ice Cream) (CRACADAF), HVAC & Air Treatment Appliance Retail (Air Conditioners, Heat Pumps, Air Purifiers/Dehumidifiers) (CRACACAE), Coffee, Espresso & Tea Appliances Retail (CRACADAC)
Keywords
Where Sujata Appliances is headquartered
LocationHeadquarters
- HQ city
- New Delhi
- HQ country
- India
- HQ region
- Asia
Offices2 records
Markets served
Sujata Appliances business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Hardware Sales - Kitchen Appliances: Sujata Appliances generates revenue primarily through the sale of physical kitchen and household appliances including mixer grinders, juicers, blenders, fans, garment care products, and commercial kitchen equipment. Products are sold at one-time purchase prices with no subscription component.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Commercial Blender - BLENDMATIC |
| Unit Pricing | Pay-as-you-go | Commercial Vegetable Cutter - CVC01 |
| Unit Pricing | Pay-as-you-go | Commercial Mixer Grinder - MAGNAPRO |
| Unit Pricing | Pay-as-you-go | Dry Irons - Multiple Models |
| Unit Pricing | Pay-as-you-go | Electric Kettle - EK01 |
| Unit Pricing | Pay-as-you-go | Multi-Purpose Grill - SG01 |
| Unit Pricing | Pay-as-you-go | Sandwich Makers - Multiple Models |
| Unit Pricing | Pay-as-you-go | Pop-Up Toasters - Multiple Models |
| Unit Pricing | Pay-as-you-go | Hand Blender - BLENDCRAFT |
| Unit Pricing | Pay-as-you-go | Juicers - Multiple Models |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Sujata Appliances product offering
Product offeringCore offering
Sujata Appliances manufactures and sells small home and kitchen appliances, primarily mixer grinders, juicer mixer grinders, centrifugal and slow juicers, hand blenders, toasters, sandwich makers, electric grills, electric kettles, dry irons, ceiling fans and ventilation fans. The portfolio also extends to commercial-grade mixer grinders, blenders and vegetable cutters targeted at hotels, restaurants and catering establishments. The company designs, engineers and produces these appliances in-house under the Sujata brand, selling them at one-time purchase prices via its own website, dealers and online marketplaces.
Product overview
Sujata Appliances is an Indian kitchen and home appliances manufacturer founded in 1979, known primarily for its mixer grinders. The product portfolio spans kitchen appliances including juicer mixer grinders (POWERMATIC series, MULTIMIX), mixer grinders (MG series, SUPERMIX, DYNAMIX), mixer blenders (FROOTMIX, MEGAMIX, NUTROMATIC), juicers (POWERMATIC, POWERMATIC PRO, CITROMATIC, SJ01 Slow Juicer), hand blenders (BLENDCRAFT), air fryers (FRYOMATIC PLUS), toasters (PT series), sandwich makers (SW series), multi-purpose grills (SG01), electric kettles (EK01), and garment care products (dry irons: DRYFAST MAX, ESPIRA, SMOOTHSLIDE, AIRONA). The commercial range includes MAGNAPRO mixer grinders, BLENDMATIC commercial blenders, and COMMERCIAL VEGETABLE CUTTERS. The company also manufactures a comprehensive fan lineup including decorative ceiling fans (Artista, Ballet, Danza series), superior ceiling fans (AL, Autumn Breeze, Furo Air series), table/pedestal/wall fans, and ventilation fans (WOOSH AXIAL, EPB, EMB series). All mixer grinders feature high-speed motors (900W-1305W) with double ball bearings and run times up to 90 minutes non-stop.
Differentiator
Problem solved
Functional benefit
Products and services
- Mixer Grinders (MG01, MG02, MG03, SUPERMIX, DYNAMIX) Household mixer grinders ranging from 900W to 1305W with double ball bearing motors, multi-jar configurations and 90-minute continuous running capacity. Targeted at Indian households for daily grinding of spices, chutneys and batters.
- Juicer Mixer Grinders (POWERMATIC PLUS, POWERMATIC MAXIMA, MULTIMIX) Combined juicer and mixer grinder appliances with high-speed motors reaching up to 22,000 RPM for fine grinding and juice extraction in Indian kitchens.
- Mixer Blenders (FROOTMIX, MEGAMIX, NUTROMATIC) Standalone mixer blenders for smoothies, shakes, purees and everyday nutrition blending tasks in modern households.
- Juicers (POWERMATIC, POWERMATIC PRO, CITROMATIC, SJ01 Cold Press Slow Juicer) Centrifugal juicers (with honeycomb filter mesh), a citrus juicer and a slow cold-press juicer operating at 40 RPM. The Powermatic range is positioned as India's top-selling centrifugal juicer for both households and juice stalls.
- BLENDCRAFT Hand Blender Immersion hand blender with 180W motor at 18,000 RPM, food-grade stainless steel body and dual speed switch for soups, sauces and quick blending tasks.
- FRYOMATIC PLUS Digital Air Fryer
Quantifiable outcome
- 90-minute continuous non-stop operation capacity
- +2 more outcomes
Companies that use Sujata Appliances
Customer profileSegments2 records
Ideal customer profiles2 records
Sujata Appliances technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Sujata Appliances partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights6 records
Sujata Appliances competitors and assessment
Company assessmentBroad incumbents
- Havells India: Large Indian electrical and appliance major with a meaningful kitchen and fan portfolio. Comparable in fans (where Sujata is exposed) and in select small-kitchen SKUs, with much broader scale.
- Philips India (Domestic Appliances): Global major with strong Indian presence in mixer grinders, juicers, kettles, irons, and air fryers. Comparable across most of Sujata's kitchen and garment-care range, with deeper R&D and marketing.
- Bajaj Electricals: Diversified Indian appliance major with a significant presence in kitchen appliances and fans. Comparable product overlap in mixer grinders, juicers, irons, and fans, with a far larger distribution and marketing budget.
Direct peers
- TTK Prestige: One of India's largest kitchen and home appliance brands (pressure cookers, mixer grinders, gas stoves, induction cooktops). Directly comparable as a multi-category Indian small-appliance manufacturer with overlapping distribution channels and similar target households.
- Stove Kraft Limited: Listed Indian manufacturer of kitchen and home appliances including mixer grinders, pressure cookers, and small appliances under the Pigeon and Gilma brands. Direct peer in the same mid-market mixer grinder category.
- Crompton Greaves Consumer Electricals: Indian consumer durables major with a strong fan business and growing kitchen-appliance presence. Comparable fan range (ceiling, table, pedestal) and overlap in selected kitchen categories.
- Butterfly Gandhimathi Appliances: Indian kitchen appliance maker known for mixer grinders, gas stoves, and pressure cookers. Closely comparable in product mix, price points, and South Indian / pan-India distribution.
- Maharaja Whiteline (Groupe SEB India): Indian small-appliance brand owned by Groupe SEB, offering mixer grinders, juicers, irons, and kettles. Comparable mid-market positioning and product overlap with Sujata's consumer range.
- Usha International: Indian appliances and sewing machines brand with mixer grinders, juicers, fans, and garment-care products. Direct overlap across most of Sujata's kitchen, fan, and iron categories.
Regional players
- Orient Electric: Indian fan and lighting major, particularly strong in ceiling and exhaust fans. Comparable fan portfolio where Sujata competes, with deeper B2B and housing-sector relationships.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Sujata Appliances social profiles
Digital presenceSujata Appliances financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sujata Appliances leadership team
Management profileNumber of profiles
Profiles5 records
Sujata Appliances funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sujata Appliances M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sujata Appliances
What does Sujata Appliances do?
Sujata Appliances manufactures and sells small home and kitchen appliances, primarily mixer grinders, juicer mixer grinders, centrifugal and slow juicers, hand blenders, toasters, sandwich makers, electric grills, electric kettles, dry irons, ceiling fans and ventilation fans. The portfolio also extends to commercial-grade mixer grinders, blenders and vegetable cutters targeted at hotels, restaurants and catering establishments. The company designs, engineers and produces these appliances in-house under the Sujata brand, selling them at one-time purchase prices via its own website, dealers and online marketplaces.
Is Sujata Appliances a public or private company?
Sujata Appliances is a private company. It is classified as family owned and is currently operating.
When was Sujata Appliances founded?
Sujata Appliances was founded in 1979. It employs 501 to 1,000 people.
Where is Sujata Appliances based?
Sujata Appliances is headquartered in New Delhi, India, in the Asia region.
How does Sujata Appliances make money?
One revenue line is on record: hardware Sales - Kitchen Appliances.
Who are Sujata Appliances's main competitors?
Broad incumbents on record are Havells India, Philips India (Domestic Appliances) and Bajaj Electricals. Direct peers are TTK Prestige, Stove Kraft Limited, Crompton Greaves Consumer Electricals, Butterfly Gandhimathi Appliances, Maharaja Whiteline (Groupe SEB India) and Usha International. Orient Electric is listed as a regional player.
Does Sujata Appliances have an API?
No public API is recorded for Sujata Appliances.
What industry is Sujata Appliances in?
Sujata Appliances's product category is Home and Kitchen Appliances. Its primary akta.pro industry code is CRACADAD, Food Prep Appliances Retail (Blenders, Mixers, Processors), with a secondary code of CRACADAF, Specialty Kitchen Appliances Retail (Sous Vide, Dehydrators, Ice Cream). Its NAICS code is 335210 and its SIC code is 3630.