Nirali Cooking -- The hot non-stick cookware 

'Nirali,' a name synonymous with non-stick cookware for the last 14 years, is a product of L N Engineering Works Pvt Ltd. The company today has a turnover of US $ 2 million, sells over 40,000 pieces of non-stick cookware a month, and has 200 employees under its umbrella. Their manufacturing unit consists of hydraulic presses, riveting machines, grooving machines and automatic coating machines, with a production capacity of one million units per annum in one shift.

"We are licencees of Dupont, USA and our products are also approved by ISI, which is a national institution for quality certification in India. On a monthly basis we have to send Dupont production samples to their American unit. They also conduct regular spot quality checks," says I C Shah, Managing Director, L N Engineering Works Pvt Ltd. This company, with a healthy market share of 20% today, began with manufacturing stainless steel utensils before 1986.

The thickness of Teflon-coated aluminium non-stick cookware like frying pans range from 13 cms to 32 cms. Their product range consists of frying pans, cooking pots, fast pans, griddles and also giftpacks.

"We have an advertising budget that is 15% of our annual sales. Before, we used to advertise only in the print media, but today we are to be seen even on television," says Shah. Presently, the company is testing the export markets of Muscat, Africa, Australia, New Zealand and UK and the USA, which constitutes 3 to 4% of their production.

Address: 210, Kaliandas Udyog Bhavan, Near Century Bazaar, Worli, Mumbai - 400 025, Phone: 437 9457 / 431 5500 (8 lines), Fax: 436 2543
e-mail: lnew@bom5.vsnl.net.in

URL: www.niralicookware.com

Author: Sharmistha Chatterjee

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