Non stick cookware is a low penetration category in India. The task was to zero in on key markets that could help the category penetrate deeper from a mere gifting category to an everyday use category for a multinational non-stick cookware brand

Going against the traditional multi-center study recommended by the client, The Key optimized the research budget by doing a single center study that captured the regional ethnicities and their culinary habits within a single center - as the cooking habits do not change at all even if a South Indian makes North India his denizen.

The use of Reality Show and Tupperfood^TM Party showed the huge difference in preparation, process and presentation across regions and hence showed us the direction in launching the relevant cookware for different ethnicities.

Food Cookware Non StickNon StickFrying Pans