A story about how an idea...a passion can become a name that has become a style statement for kitchens...SNAIDERO! A talk with Mr. Edi Snaidero, President and Managing Director of the Snaidero Group.

The designs are so unique yet so simple...so detailed yet so stylish that the first question that came to our mind was "how did someone come up with this idea?"

Edi Snaidero replied with a huge smile...well, it's a long story...which started 52 yrs back, ...was 46 yrs old, ...then corrects it ...my father not me!...It was after the war and he created the first modular kitchen...and fell in love with the product concept...especially the one that made the difference between the joinery and the industrial...the switch to flexible components. He had started from scratch...from zero, so there was nothing. Then he started promoting it in the regional way then national way and slowly it became one of the most known Italian company...and from the beginning it was known for Quality...not just for exclusive designs, but also for choice of standard materials that were environment friendly.

A new customer meant a new kitchen that would require a new design as per their needs...so being a Pioneer, initially he took the help of assistants to help with his designs. He informs, "In 1980, we started export and became international, and from the beginning till today we are the number ones Italian exporting company for the kitchens. We export in 80 different countries. We export design products and make sure that its not just the technical details but also the mechanisms that allow it to be customized. It is best explained through the Snaidero tag line "cucine per la vita"...which means kitchen for life."

Edi Snaidero joined his father's company in 1990 as General Manager, became the CEO in 1996, and after his father passed away in 2004, he took over his father's place as the President. He worked with the topmost designers and architects of Europe like Pininfarina- Ferrari car designer, Lucci Orlandini, Losa Ghini, to design and develop the kitchen modules.

When exporting do you take care to meet the specific and different needs of a country? To which he answers quite proudly..."Italian designs are mostly accepted worldwide, they know the value"...that is why we showcase the latest developments at the "Milano fair" every year. But we do make sure that we pay attention to the specific needs as that is the only rule for successful exports.

Then we addressed the biggest Indian concern...How suited are "Snaidero" kitchens to Indian cooking that is so water based compared to European countries?

"Well...the containers are waterproof to make sure the quality remains...but we just started here...so we are still learning...we shall perfect whatever is missing" he adds with a smile.

Guess we put him in a difficult situation so the obvious question,..."how do you cope with challenges along the way?... The answer came with a big sigh!...Everyday!...Each day you wake up to a new problem...and each day there is conscious effort to make things better...if you want to do things differently there will be challenges.

We believe our Company is not here to make business, but here to create value, we take that as our social responsibility for the future. We have been certified by the Ezone -14000 for being environment friendly and 9000 for the quality of the processor and designs SA8000 for the relationship of the workers within and suppliers outside, making sure child labour is under check.

He explains his growth strategy: "We are based in the North-east part of Italy...the richest part...With a population of 100,000...the available number of workers is only 5000 hence the relationship with them becomes very important. We have 8 factories, 1700 workers, I prefer to call them as partners. I make sure that they are financially secure so that they can encourage even the future generations to join us ...we make sure they like working in our company. So it's the commitment of generations after generations that guarantees a secure future for the company.

Marketing strategy?..."It starts with the right communication...that's why the "Concept Store"...that showcases the design and quality of the product...it is for a customer to see and feel the product...and for us to get the reactions and then take it to the next level. Since the designs are very unique and high quality we are targeting quality clients."

Which unique design is his favourite?...tries diplomacy "all designs"...and then slowly gives in...there is a design called "IDEA", a Pininfarina design...simplest in black and silver, yet so stylish...one of the first designs, which had no handles...and till today the most sold product. Then we asked about one of our other favourite...which to our surprise was a result of design experiment for the handicap people for a hospital, to allow the free movement for a person in wheel chair, but was appreciated so much that it was later modified for standard usage. Its called "SKYLINE", a Lucci Orlandini design.

Would customization and faster delivery be easier with a production unit here? That totally depends on the market needs...Currently we have a Factory with a working area of 1 million square foot, with production being 100 kitchens per day! The detailing is very complicated and the machineries very delicate. Its our supervision that guarantees quality...so if in future the needs are too large...maybe might set up the first production unit in India...

His most important tip ... " We don't want to do too many things like wardrobes etc...its only kitchens"...so even if it is only one job, do it to perfection because remember it's for life! 

Contributed by Ashwini and Runjhun, architects n interior designers, the two partners heading the firm Arkreations. One word to describe their work... WOW!

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