Vinod cookware has been a known name from the ’60s With quality that speaks for itself and trust that transcends generations, VINOD has grown to be an integral part of every kitchen and dining in India. They have delivered excellent quality and have also been frontrunners when it comes to innovations. Vinod’s products are designed and constructed with our full understanding of the product use. Their design process draws on decades of experience in providing kitchenware that is both durable and elegant.
Sunil Agarwal, Director, Vinod Cookware in conversation with Medianews4u, talks about how consumer mindset changed towards cooking and eating healthy food during the pandemic and this prompted them to introduce cast iron cookware to their existing range.
Vinod is primarily known for Steel and non-stick cookware, what made you launch Cast Iron in India?
The lockdown during Covid 19 pandemic saw a shift in many areas of life including, the ‘cooking habits’ especially the adoption of newer & healthier recipes. With home cooking on the rise, consumers felt inclined to invest in cookware and kitchen supplies, to keep the passion going. Given the scenario and shifting consumer habits towards healthier and traditional cooking, introducing Cast Iron cookware to our exhaustive range of products was an organic move. One of the kitchen essentials, cast iron cookware can do just about anything from deep frying to sautéing. The beauty of cast iron cookware is that it passes the tradition of both recipes and cookware from generation to generation!
Being a brand in the industry for several decades, how do you plan to stay relevant to the millennial?
A keen understanding of Indian consumers and their cooking habits has made Vinod Cookware a formidable name in the cookware segment. Ruling Indian kitchens since 1962, our revolutionary products have always stayed a step ahead in the game. We shall continue to follow our legacy of quality innovation in the times to come. Our strong research has enabled us to understand the Indian market and the changing preferences of the consumers, making us relevant across age groups. For the new-age audience, we are actively connected with them, through several Digital platforms wherein our organic approach has found a genuine connection with the media-savvy millennial. We aim to be the one-stop-shop for all the cookware needs – from the pressure cooker to grillers to pots and pans.
Would you throw some light on the idea behind your campaign #PassTheTradition for Cast Iron Range?
To drive the message, on the benefits of Cast Iron Cookware along with an equal emphasis on how ‘Cast iron’ is a legacy that can be passed on from generation to generation, we rolled out our Campaign #PassTheTradition with noted Celebrities, MasterChef’s and Youtube Home Chefs. This includes Sameera Reddy, Masterchef Pankaj Bhadouria, Meghna’s Food Magic, Madulika’s Kitchen, and Cook with Parul. Through this campaign, we aimed to reflect upon the legacy of the products in the kitchens dating back to every generation.
The fact is that we always tend to wonder, why the food tasted so tasty in the early days. Well, the secret is now out of the closet. With the authentic natural cookware, let’s revisit the roots, with some tasty food and sustainable living. We at Vinod, are excited to bring back the traditions with a touch of modernity.
Brief us on your distribution channel and ratio (Online Vs Offline), and how Covid times impacted the sales?
Vinod has a very strong offline presence. We have started exploring the Online channel in the last two years, and have seen good numbers. Our current strategy is the right mix of both mediums. Like everyone else, during Covid we too had seen a dip in sales, however, we are now onto the road of recovery.
What other cookware categories do you plan to expand in?
Vinod Cookware has been the undisputed player for Pressure Cookers and has seen steady growth in several new categories launched. We shall continue to maintain the right balance between innovation and quality, at the most prudent prices.
What are the future plans for the brand?
With many new technologies, designs, and many more combinations of materials being used, the markets are witnessing an ever-growing demand. We, at Vinod Cookware, have roughly captured 12 percent of the total market share and are witnessing steady growth. For the future, among the product range, we plan to introduce several first-timer cooking technologies in India & to establish the footprint with the new audience; we are planning an extensive digital route.
What do you attribute to this change in consumers wanting to cook in traditional cookware?
Consumers overall have gone very health conscious. They are not only cautious about what they eat but also on how it is prepared. With traditional cooking options, inviting several Heath benefits, consumers have gone more inclined for it. For instance; Traditional cookware tends to retain 98% of the minerals of what is being cooked in it, also it consumes less oil and lastly gives you the tastiest food with its even heating technology. The change in consumer attitude is the reason for the consumption shift.
What would be the Marketing plans to introduce this cooking range?
For the online and offline audience, we are focusing on hybrid marketing channels. We have collaborated with the Best Chefs, Home Chefs, and Celebrities (as mentioned above) to emphasize on the Traditional cookware and its health benefits, as to how it’s making a comeback in the Indian Kitchens. Our campaign #PasstheTraditions with the right partnerships has received a fantastic response, helping us deliver the last mile of our messaging.