Kitchen appliances brand Stovekraft’s festive campaign this year is all about celebrating togetherness, joy, and the little moments that make life Super Khush.’ It has captured real stories from Indian homes, showing how our products—whether it’s a rice cooker or an air fryer—help bring families together.
The company was founded. Rajendra Gandhi. Since beginning with kerosene wick stoves in 1994, the company has expanded its portfolio to over 1,000 products across its brands—Pigeon, Gilma, Black + Decker, and Pigeon LED. With an annual turnover exceeding Rs. 1,300 crores, Stovekraft has a distribution network comprising 600 distributors, over 75,000 retail touchpoints, 200 company-owned Pigeon Exclusive retail stores, and 60 Exclusive GILMA stores nationwide.
Stovekraft’s global reach extends to 20+ countries, including the US, the Middle East, and Africa, catering to major global clients like Walmart and Big Lots. The company operates the largest kitchen appliances manufacturing facility in the Harohalli Industrial Area near Bengaluru, with a second unit located in Baddi, Himachal Pradesh.
Medianews4u.com caught up with Dr Manu Nanda, CMO Stovekraft
Q. How is the festive season looking like for Stovekraft and for the kitchenware and home appliance category compared to 2023?
This festive season is set to outshine 2023 in every way. We’re seeing a surge in consumer confidence and a stronger appetite for upgrading kitchens and homes. People are more inclined than ever to invest in products that bring convenience and joy to their lives, and Stovekraft is ready to meet that demand with our innovative range. The kitchenware and home appliance category is witnessing a clear upswing, and we’re positioned perfectly to ride that wave.
Q. Could you talk about the theme and focus of the festive season marketing campaign?
Our festive campaign this year is all about celebrating togetherness, joy, and the little moments that make life .Super Khush.’ We’ve captured real stories from Indian homes, showing how our products—whether it’s a rice cooker or an air fryer—help bring families together.
The focus is simple yet powerful: Pigeon is at the heart of every celebration, making life easier, healthier, and a whole lot happier. It’s a celebration of both tradition and innovation.
Q. Did the company start marketing activities in advance, given that consumers often buy kitchenware equipment before the festive season starts?
Absolutely. We know that savvy consumers plan their festive purchases well in advance, so we started early. By launching our campaigns ahead of the festive rush, we’ve captured the attention of those who like to get a head start on their shopping. This ensures that Stovekraft products are top of mind when they’re looking to upgrade their kitchens or purchase gifts for loved ones.
Q. Which are the key markets that the company is targeting during the festive season?
While we have a strong pan-India presence, this festive season, we’re particularly focused on markets in North, East & West (for Durga Puja, Dusshera and Diwali) and South India (Dusshera). These regions have shown tremendous growth potential, and our product lines—whether it’s the air fryer or our range of cooktops—cater beautifully to their culinary traditions.
We’re also doubling down on urban centres and tier-two cities, where demand for modern, efficient kitchen solutions is skyrocketing.
Q. Could you talk about products like air fryers that will be pushed during the festive season?
Appliances are front and center this season – Air Fryers, Electric Pressure Cooker, Rice Cookers, Ovens, Nutri-Mixers, etc. Consumers are increasingly health-conscious but still want to enjoy their favourite festive treats, and that’s where the Pigeon Appliances comes in. These are perfect balance of indulgence and well-being.
Q. Will the marketing push consist of an even mix of traditional and digital media? What will the media mix look like?
We’ve crafted a dynamic, well-balanced media strategy. While TV continues to be a massive driver of reach, especially during the festive season, digital is where we’re focusing for deeper engagement.
Social media, OTT platforms, and influencer-driven campaigns are key pillars. Expect a balanced split, with digital leading the way as it allows us to interact with consumers in real-time and cater to their specific preferences.
Q. Could you shed light on the company’s focus on performance and on influencer marketing?
Performance marketing is a crucial lever for us—every campaign is backed by data, ensuring maximum ROI. As for influencer marketing, we’ve adopted a targeted approach. It’s not just about reach; it’s about finding voices that resonate with our audience.
Our influencers are relatable, real, and aligned with the values Pigeon represents—making life easier, healthier, and more joyful. Their authentic connection with consumers drives meaningful engagement.
Q. While influencer marketing is cost-effective, how challenging is it to find the right influencers?
Finding the right influencers is both an art and a science. It’s not just about follower counts; it’s about authenticity, credibility, and how well their personal brand aligns with ours.
We take a highly curated approach, ensuring that every influencer we collaborate with genuinely believes in our products. This level of discernment ensures that our campaigns cut through the noise and build trust with our audience.
Q. Consumers are going to retail media to find out product information. How will the company leverage this opportunity?
We’re acutely aware that retail media is now a key touchpoint in the consumer journey. Our strategy is to meet consumers where they are—whether it’s on Amazon, Flipkart, or other e-commerce platforms.
By providing rich, informative content, including reviews, how-to videos, and interactive product demos, we ensure that consumers have everything they need to make informed decisions right at their fingertips.
Q. How is Quick Commerce helping grow sales?
Quick Commerce is a game-changer for us. Consumers want products delivered fast, especially during the festive season, when celebrations and last-minute preparations go hand-in-hand.
By partnering with Quick Commerce platforms, we’ve been able to tap into this need for speed and convenience, driving incremental sales and delighting customers with almost instant access to our kitchen solutions.
Q. What online content creation plans does the company have to get the message across?
Our online content strategy is all about storytelling that connects. We’re creating engaging, bite-sized videos, recipe tutorials, and behind-the-scenes content that shows consumers not just what our products do, but how they can transform their everyday lives.
From influencer-led cook-offs to live interactive sessions, we’re ensuring that our content speaks to the festive spirit and inspires consumers to bring Pigeon into their homes.
Q. What role is AI playing in terms of product innovation and identifying market gaps?
AI is the secret sauce behind our innovation pipeline. By analysing consumer data and market trends, we can identify gaps in the market with pinpoint accuracy. This allows us to innovate faster and more effectively, bringing products to market that truly meet consumer needs.
Whether it’s smarter kitchen appliances or predictive insights into what consumers will want next, AI is helping us stay ahead of the curve and deliver cutting-edge solutions.
