Stirring The Pot: How This Cookware Brand is Modernising the Indian Kitchens

Dhruv Agarwal
Restaurant India spoke to Dhruv Agarwal, Director, Stahl by Autopress India, one of the pioneer in the cookware industry with over three decades of experience and found on how the brand is redefining people's expectations of cookware.

By Nusra , Editor

24 May 2024 | 7 min read

In the last 3-4 years, everyone has turned into a cook or is trying to be an amateur chef posting their kitchen skills on social and digital platforms, resulting a sudden growth of the kitchenware/ cookware segment in India. Driven by the demand for branded products, quality and durability awareness, higher disposable incomes and the changing lifestyle, where people are much more focused on giving a modern look to their kitchen with branded and value-added kitchenware, the cookware segment has touched double digit growth in the market. 

Restaurant India spoke to Dhruv Agarwal, Director, Stahl by Autopress India, one of the pioneer in the cookware industry with over three decades of experience and found on how the brand is redefining people's expectations of cookware through its innovative range of products and high safety standards using German technology. To make cooking easy, accessible and enjoyable, Stahl is trying to revolutionise the cooking experiences with its newly launched contemporary range of products called the Artisan Hybrid series, featuring the fusion of two key cookware materials: triply stainless steel and non-stick coating. With this product range, Stahl is yet again striving to offer robust, versatile, easy-to-use, and easy-to-clean cookware with its stylish designs that are must-haves in the modern kitchen. The product range includes cookware for a versatile range of functions including a tawa, roti tawa, kadhai, tasla, wok and fry pan. Excerpts from the interview: 

How is the Artisan Hybrid series different? 

The Artisan Hybrid series, with its German-engineered HexaRidge technology creates a honeycomb structure with stainless steel ridges above the non-stick layer. These ridges are specially designed to make the non-stick quality of the cookware last up to five times longer than average cookware, which helps minimize the use of fats without compromising the taste or texture of food. Thus, delivering the promise of healthier food in sync with the needs of mindful consumption! 

How about the design?

In terms of design, Stahl has endeavoured to ensure that the Artisan Hybrid series is also easy to use. The cookware series comes with perfectly trimmed edges that ensure a spill-proof and mess-free pouring experience. Similarly, the products have handcrafted stainless-steel handles that are designed to stay cool while the ergonomic structure of the handle lends user comfort. 

How much do you believe in innovation?

At Stahl, we have always been dedicated to the innovation of quality cookware that looks good, feels great and performs even better. We realize that today’s users require cookware that is safe, healthy, easy to clean and capable of ensuring quick cooking to meet the demands of a fast-paced lifestyle. The Artisan Hybrid series is set to do exactly that - enable quick, healthy and safe cooking while offering value for money, given the stellar quality of sturdy triply stainless steel used in the products. 

What’s the price range of these products?

The Artisan Hybrid series, ranges between Rs. 1,500 to Rs. 3,500 and is available online and across retail stores in India and abroad.

What is your overall production capacity across the products?

We manufacture and create 1.2 lakh pieces a month.

Mention your competition in the space?

We are unique in the space of high-performance cookware. However, for more traditional cookware there are brands such as Hawkins and Prestige who we look as competitor. 

Any plans to foray into HoReCa industry? 

Within the next 1 year we will be getting into HoReCa industry with high performance cookware, knives and kitchen tools. Stahl cookware is already popular with some of the large groups such as Marriot, Fortune and restaurants with open kitchens. Our cookware does extremely well in the catering segment of HoReCa since they need an impressive product display.

What is your retail v/s the online sales? 

We have 80% retail sales v/s 20% online sales, our online business is growing more than 100% year on year, since the last 3 years.

What is your current and the target revenue? 

Our revenue in the previous year was between 10-15 Million USD. The target in the next 4 years is to cross 60 million USD. We are targeting an 80% growth this year.

What’s your expansion plans? 

We are looking at both geographic expansion and product line expansion. The company is currently strong in the west. We are strengthening our penetration in the South. We are currently exporting to 9 different countries and we intend to be in 20 different countries by the end of this year. We are also launching a set of Stahl German Steel knives in the next 3 months. 

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