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How The Indus Valley Is Redefining Safe Cookware For Health-Conscious Consumers
- The Indus Valley, a brand that offers toxin-free cookware from nonreactive metals and alloys like iron, cast iron and stainless steel besides wood and clay, targets a 78% increase in revenue for the current financial year.
- About 60% of The Indus Valley products are sold via its D2C website, 38% through online marketplaces like Amazon and Flipkart and 2% via offline outlets in Chennai.
- The D2C brand wants to position itself as the leading alternative to chemical-coated cookware, boost its presence across online sales channels (Amazon, Flipkart and Tata CLiQ, among others) and onboard more customers through active engagement and feedback.
- The brand claims a customer retention rate exceeding 25%.
- The rising demand for cookware made from sustainable and eco-friendly materials like cast iron bodes well for the company.
- Indian consumers are keen to invest in high-quality cookware, and the domestic market is estimated to grow at more than 7% CAGR between 2023 and 2028.
- There can be strong competition from deep-pocketed kitchenware brands like Hawkins Cookware, TTK Prestige and Wonderchef, which are always looking to enter new sub-segments.
- The Indus Valley will require a better pricing strategy, more consumer acceptance, and constant innovation to make traditional materials cool again in a hot and happening market.
- Going forward, the brand plans to invest in targeted advertising and optimise return on ad spend (ROAS) to expand its business horizon.
- The complete absence of all chemical coatings in The Indus Valley's cookware range eliminates health risks involved with toxicity in cookware.
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