kitchen accessories by borosil

7/28/2019 Kitchen accessories by Borosil

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White Paper: Borosil


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AbstractKitchens have been in existence for many centuries and have always been used for the purpose

of preparing food and storage of the same. If we go by definition kitchen is the room used for

the purpose of food preparation that is typically equipped with stove, sink, dish washing and

cabinets, refrigerators, utensils, etc. From the standpoint of culinary history, kitchen utensils go

by different names from culinary antiques to vintage kitchenalia. For ages people overlooked

the importance of kitchen utensils, but they are one of the most useful implements you have in

your kitchen. Throughout history and for many centuries wood has been used as the primary

material for creating kitchen utensils. Wooden cookware and utensils were mainly used by the

poor family as they were available in low price and in plentiful. Silver on the other hand were

used by the rich such as royalty and aristocrats because they were expensive.

The kitchen cookware designs have come a long way since its early ages and designs of

using wood and iron. Nowadays any average homeowners benefit from innovative and trendy

cookware designs that aid in reducing cooking time as well as keeping the nutrition of the food

intact.

The purpose of this whitepaper is to study the different types of kitchen utensil and accessories

available in the modern market and to compare the present cookware or kitchen accessory

trends in retail market with special references to accessories manufactured by Borosil.

Navigators Software Pvt. Ltd.


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Content1. Introduction

42. Overview: Different Types of Retail Kitchen Accessories . 5-6

2.1. Chefs

tool

5

2.2.Serving Spoons

... 5

2.3. Utensils

.

6

2.4. Microwaveable

6



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2.5.Other Accessories

.. 6

3. The Retail Kitchenware Industry in India 7-83.1. Evolution of Kitchenware retailing

7-8

3.2.Market Segments

.. 8

4. Major Player in Retail Kitchen Accessory Market: Borosil.. 94.1. Growth of Borosil as kitchenware manufacturer 9

5. Future of the Kitchen Accessory Market in India . 106. Conclusion

11

1. IntroductionNavigators Software Pvt. Ltd.


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It was not until 18th and 19th century that kitchen utensils were introduced to the western world.

Around the same industrial period the architects took to taking the design a function of the

kitchen further, by introducing cast iron stoves and various other types of cookware. In 1825 yet

another milestone was achieved in the field of cookware evolution. This was the year when gas

cooker was granted its patent. These inventions and evolutions were primarily aimed to makefood preparation easier, efficient and simpler.

The idea was to make the kitchen more organized, aesthetically appealing and homely. The

globalization of kitchen accessories in retail market combined with the growth of the usage

of different appliances for kitchen works led to significant growth in the demand for improved

cookware varieties. For instance, the trends in kitchen design are looking very innovative in

2013. The synergy of several design philosophies are converging and mixing to result in kitchen

designs that are highly personal. With the economy still trudging along without a spring in its

step, homeowners are looking forward to buy smart to ensure longevity and translate the neutral

finishes for big ticket items such as cabinetry and elegant cookware.

The trends of cooking as well as kitchen accessories displayed massive change in the present

decade. Mixed with ideals of pleasure and notion of time the cookware and kitchen accessories

designs underwent sea change. The trend towards microwavable are showing steady

improvement in the market with theborosilicate cookware grabbing special attention from the

customers.



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2. Overview: Different Types of Retail Kitchen AccessoriesTo operate a kitchen efficiently we need certain basic cooking utensils that can be broadly

classified under the following categories:

Chefs tools

Serving spoons

Utensils

Microwaveable

Other Accessories

The list of cooking or kitchen accessories is comprised of all the essential tools that every

kitchen needs, from a bottle opener to spoon.

2.1. Chefs tool: Chefs tool comprise of variety of items like spatulas to blend, mix andscrape, flippers to lift articles, spoons of different sizes for mixing and stirring, opener

to open bottle lids and tin cans, vegetable peelers and different types of serving and

salad spoon.

2.2. Serving Spoons: Serving spoons to be very specific are name given to the utensilsused to move food from the main dish to the individual platter. It is very simple to

differentiate serving spoons from the ones we use for dinning given their shape and

size. They are traditionally larger than tea spoon and table spoon. There are different

varieties of serving spoon available in the market today given their purpose.



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2.3. Utensils: A wide range of items are included in utensils. The basic list of kitchenutensils may include knives, spoons and boards, mixing bowls and measuring cups.

2.4. Microwaveable: In todays environment almost every kitchen has a microwave andwhen looking for a microwavable there are enumerable options to choose from. One

of the biggest advantages of microwave cookware lies in the fact that they can be

used in the conventional oven as well as the microwave oven. However depending

on the preferred process of cooking there are certain types of microwavable that are

only manufactured for the purpose of cooking in microwave.



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2.5. Other Accessories: Based on the kitchen requirement there are a range ofaccessories available in the market. The evolution of lifestyle practices also evolved

the way we cook thereby changing the trends in kitchen accessories as well.

3. The Retail Kitchenware Industry in IndiaOver the last few years, organized retails as well as large scale retails have been witnessing a

tremendous impetus in India. The retail market in India cannot be defined as a single entity as

there are several segments and categories within it and each of these sectors have individual

growth stories.

The Kitchenware retailing in India has been in limelight recently. Until three years back

kitchenware retail in India hardly received any standalone mention as a major retail segment.

However things are gradually improving and the modern retail sector in kitchenware industry is

emerging to cater the diverse needs of the customers be it fashion, price or convenience.

3.1. Evolution of Kitchenware retailingIn a traditional Indian home the need of kitchenware items is purpose-driven. Even till early

eighties the kitchenware items of an average Indian household would comprise of copper,

aluminum and stainless steel utensils. The only sophisticated accessory perhaps was the

pressure-cooker.

Gradual changes were observed when it came to stainless steel utensils and cookware

accessories replacing the copper and aluminum ones. Microwave made a grand entry in a

number of kitchens in mid 90s paving way for the newer utensils and storage vessels to form avital part of the Indian Kitchen.



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This was also the period during which the Indian kitchen and kitchenware were evolving from

being purely functional to convenience based and fashion driven. The gradual shift of lifestyle,

changing eating habits of the Indian consumers all had significant influence over the cookware

trend in India. Around the same time increasing number of women started entertaining the

corporate world and thus they were left with limited time to utilize their skills for prolonged

cooking practices. Therefore, convenience as well as style emerged as one of the most

important factor for selecting their cookware.

Therefore, the market research on emerging trends of kitchenware in retail India revealed that

the housewives now started emphasizing more on the aesthetics, novelty and styles of kitchen

accessories.

3.2. Market SegmentsKitchen Accessories simply refer to the items that we use in kitchen space. The market of

kitchen accessories in India is fragmented based in the terms of number of manufacturers and

also in terms of number of different products like kitchen bowl, mixing bowls, chopping boards,

tumblers, gourmet, casserole and various other types of kitchen utensils. There are items likepots and frying pans, cutlery items (like cutting tools and related instruments), glassware and

microwavable, etc that is comprised in different segments of kitchen accessories.

Based on different research reports the Indian houseware market registered almost 15%

increase in the year of 2011. The cookware segment accounts for nearly 63% of the houseware

market as per the research reports of 2011-2012.



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4. Major Player in Retail Kitchen Accessory Market: BorosilKitchenware retailing in India is carried through a range of retail channels. In India almost 95%

of kitchen accessory sales are carried out through modern retail. In terms of manufacturer it

is estimated that a major portion of Indian market was dominated by small and unorganized

players until 2006-2007. The scenario although is changed very fast in the past 5 years. The

inclination of customers is noted to shift towards popular brands.

Among the major national players in the market Borosil emerges as one of the most prominent

name. They are a specialty glass company producing range of products to cater to the

laboratory ware, lighting ware, pharmaceutical ware and most importantly the kitchenware

market. In kitchenware, it primarily caters to the tableware market with a range of products like

casserole, fluted dish, square dish, tea sets, cup and saucer sets, gourmet bowls, glasses and

tumblers, etc.

4.1. Growth of Borosil as kitchenware manufacturerBorosil is slowly and subtly approaching towards becoming the industry leader in manufacturing

kitchen accessories. One of the most renowned glassware brand in India, Borosil in recent

times is leveraging its business opportunity in microwavable via internet and social media.

The company is diversifying its business domain towards microwave cookware products. It

follows a quite aggressive policy in providing the products a strong user generated platform in

social media, print media and various other forms of digital media. They have skillfully integrated

the social media marketing and user engagement initiatives to nurture the pulse of Indian

housewives and cooking community via different ideas and tips as to how to use the microwave

cookware.

The Indian digital consumer industry is all set to become a Rs. 53,000 crore market by 2015,

an opportunity Borosil as well as other market players are seriously eyeing to capitalize from.

Borosil today operates from 5000 retail outlets across the country and is efficiently exploiting thedigital resources as well.



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5. Future of the Kitchen Accessory Market in IndiaThe retail sector in India is witnessing a major revamping exercise as traditional markets

is making way for new formats such as departmental store, hypermarkets, super markets,

specialty stores and online stores. When it comes to the kitchenware market in India it is no

longer driven by the functional requirements. The notion of convenience and style is also

assuming great importance.

In terms of product range the popularity of non stick and microwave cookware shows some

interesting developments. In India reasonable growth in interest towards healthy lifestyle is

observed. Consequently there is an increasing growth in the demand for borosilicate and non

stick cookware range. In terms of retailer formats, there are few trends that can be expected in

future. Large format food and general merchandise retailers will continue to deal in kitchenware

products.

The future of kitchen accessory retailing therefore, holds immense potential and one can expect

tremendous growth in this segment in the coming few years.



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According to the recent researches cookware items dictate the Indian retail market and is

expected to grow enormously in the coming few years.

6. ConclusionThe market of cookware is growing and the demand for microwave cookware is continuously

being fuelled by the growth of the health consciousness, a fast paced lifestyle and the need

for convenience. The increase in the purchasing power of the consumers also attributed to the

growth of kitchenware retail market in India.

Microwave cooking is very common in busy homes, which is why market today is flooded with

large variety of microwave cookware. Given the changing lifestyle and changing habits of food

the preferences towards the kitchen accessories are displaying steady shift from traditional

cookware to non stick and microwavable alternatives.


kitchen accessories by borosil

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