TTK Prestige a leading kitchen appliance maker, has launched electronically-controlled convertible gas stoves, which will reduce the time taken to cook.

The E-gas hob top Schott glass series enables the user to merely programme the stove to the time required to cook the dish, and automatically its turns off at that specific time. It is  equipped with a dual-purpose design and can be used as a gas stove and a hob. It also has an advanced one-touch auto ignition and digital display to make life easier and simpler.

“The contemporary design makes the hob top the biggest attraction in a kitchen. Since the lady of the house is involved in micro-managing things at home and office, any appliance that helps save time proves to be an important possession,” Dinesh Garg, senior vice-president, TTK Prestige, told F&B News.

“Gas stove have been used for cooking for ages. Today, people are willing to upgrade gas stoves based on their looks. There is a shift in the buying preferences, with consumers opting to move from steel to glass tops and hob tops. However, the technology is new and we are yet to see the acceptability if customers view it as a value addition,” he added.

The concept of timers in gas stoves was derived through consumer insights. During consumer interactions, it was gauged multi-tasking in the kitchen led to milk spills, burnt or overcooked food.

“Now, Indian cooking is based on durations too. For instance, potatoes need 20 minutes to cook, lentils require 40 minutes, and black beans needed at least 25 minutes. Therefore, having a timer in a gas stove is definitely a value addition. Hence, the concept saw the light of the day,” he said.

The product has gone through rigorous testing for about three years. The gas stove allows to set the timing of cooking for each burner. once the set time of cooking is complete, the gas gets switched off.

“Since the product has been recently launched, the initial response from the customers is positive. But it would take some time to assess the success,” said the company, which has decided to launch the product in multiple phases. The company also has a dedicated  1,000ft unit manned by ground service technicians with home service facility.

“The product launch is supported by below-the-line (BTL) advertising and in-store promotions. BTL advertising strategy has the product promoted not just on radio, television, billboards, print and film, but through direct mailers, trade shows, catalogues, and targeted search engine marketing. The focus is more on primary placements and visibility in the store now. Post analysing the response from these pilot launches, we would be going ahead with a full-fledged national launch accompanied by strong above-the-line (ATL) activities,” said Garg.

“The company will first address the domestic market and exports too are on the cards. Any hob top or gas stove with the timer function could be considered as competition. As of now, we are the only Indian brand with this offering, so there is less competition for this model per se,” he added.

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