Consumper products company Tupperware India plans to enter the country’s rural market in the next three years. Currently, the company’s operations remain in urban settings where it has more than 100 different products across more than 200 million households.

Direct selling company Tupperware India, a wholly-owned subsidiary of US-based Tupperware Corporation, is looking at entering the rural markets in the next three years, according to managing director Asha Gupta.

“Currently, we are focusing more on Tier-II and Tier-III cities. We have major plans to tap the rural markets as the consumption levels are rising in the suburban and rural markets,” she told mediapersons after unveiling ‘Ultimo’, the company’s new range of kitchenware products, in Hyderabad on Tuesday.

Tupperware, which entered India in 1996 with 12 products, now has a range of over 100 products with presence in about 200 million households. The company has 89 distributors in 59 cities across India.

The direct selling market in India is pegged at Rs 4,000 crore and is growing at 30 per cent year-on-year. “Tupperware is also seeing a double digit growth in India,” Gupta said.