Duraware: Banking On Nirlep To Take On The Goliaths

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The Rs 20-crore Aurangabad-based Duraware Private Ltd known for its popular brand of non-stick cookware, Nirlep for the last 30 years is now trying a different recipe. In an innovative offer, the company has just come out with cook and serve pots made of clay and polished with a non-stick coating. The Bhoomi range has been introduced keeping in mind the advantages of slow fire cooking. Priced at Rs 2,000 for a set of two pots the company is looking at overseas market as well as the domestic market where they will initially be sold through upmarket departmental stores. The company is also hoping to sell through the internet specially as non-resident Indians (NRIs) gifts to their Indian relatives.

“The basic idea is to retain natural flavours and aromas of the food being served,” says Mukund Bhogale, managing director, Duraware Private Ltd. He further says that these pots have been designed with the objective of preserving nutritional values as the porosity of clay does not easily allow burning of food. The Bhoomi range can be used directly on the flame and can be used both in oven and microware and to do away with the additional job of putting food in the serving bowl the exterior is aestically done with famous Warli paintings. B.C. Modi, director-marketing, Duraware says that no two pots are the same as each has been separately turned on the potter’s wheel and each has been separately hand painted.

Mukund Bhogale, Managing Director, Duraware Private Ltd