MITTAL UDYOG, a leading aluminium utensils manufacturer, on Saturday launched Bulbul Gold pressure cooker range in India. The company entered the pressure cooker market four years ago and it has now come out with this new product after extensive research.
At the launching here on Saturday, Mittal Udyog Director (Marketing) Ankit Mittal said the new product has been designed keeping in mind safety and fuel economy. Bulbul Gold has an extra safety valve that can be reset. The cooker has been designed using base grooving technique, which spreads the temperature evenly and cooks food much faster thereby saving fuel.
The cooker, which comes with an ISI mark, also has thicker base for extra durability, he said. The company has come out with special festive offers wherein the customers will be given a scratch card on every purchase of a pressure cooker and 20 lucky winners will get one gram Tanishq gold coin. There are also guaranteed gifts for every purchase.
Mittal said that 80 per cent people in urban areas already have pressure cooker and rural markets now account for 50 per cent of the company’s sales. The company, he said, has an estimated 20 per cent market share in the pressure cooker segment in the states where it is operating.
When asked how they plan to compete with established brands like Prestige, Mittal said the pressure cookers match the rival brands in terms of quality but are 20 to 30 per cent less expensive. “We manufacture the aluminium sheets on our own unlike other companies and this keeps the input costs low.”
Bulbul Gold pressure cooker comes in various sizes from 1.5-lt to 8-lt. The price range starts from Rs 750. The company is now foraying into non-stick and hard-anodised utensils market.