Sujata Appliances

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.

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

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

• Kitchen appliances
• Mixer grinders
• Juicer mixer grinders
• Ceiling fans
• Commercial kitchen equipment

Headquarters

HQ city

New Delhi

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core 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

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad 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

• YouTubeyoutube.com/channel/UCox9Wg92x15nfsIpVM1jnsQ
• Facebookfacebook.com/sujataappliances
• LinkedInlinkedin.com/company/sujata
• Instagraminstagram.com/sujataappliances

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sujata Appliances