As Indian households progressively flip away from Teflon-coated, non-stick cooking utensils amid rising well being consciousness, new-age startups like Cumin Co, The Indus Valley, and Nestasia are discovering success by returning to the roots. These corporations are going again to conventional supplies like stainless-steel and forged iron, creating sturdy kadhais (deep, round pans used to prepare dinner greens and so on), pans, and stress cookers that resonate with customers in search of safer cooking alternate options.
Gurugram-based Cumin Co holds three patents for supplies and design, together with its proprietary multi-layer enamel coating that gives resistance to rust and excessive temperatures, and a pure non-stick efficiency. The corporate is within the technique of patenting two extra improvements by the tip of the yr, its co-founder Niharika Joshi advised Mint. The seven-month-old firm raised $1.5 million from Hearth Ventures and Huddle Ventures final week.
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“We’re product innovation from a 360-degree angle by combining well being advantages and ergonomics like easy-to-hold handles and easy-to-clean designs,” Joshi stated.
“There are new metals like titanium which might be being utilized in cookware in different international locations, however not but in India. We’re always experimenting to grasp how totally different non-toxic base coats may be made appropriate to Indian cooking wants, which usually requires numerous tempering,” Cumin Co’s different co-founder Udit Lekhi stated.
Chennai-based The Indus Valley, which raised a pre-Collection A funding of ₹23.1 crore from DSG Ventures in December final yr, has gone again to conventional supplies like tri-ply stainless-steel, forged iron, and sheet iron to make utensils like deep pots, fry pans, and skillets, ditching non-stick cookware solely. Furthermore, it has tied up with choose automotive element producers to supply and curate its base supplies, its co-founder Madhumita Udaykumar stated.
“After we began doing analysis, we seen that the everyday artisan lacks the flexibility to filter impurities whereas processing metals. There are at the very least twenty steps within the technique of changing steel scraps to utensil elements. A few of these auto element makers have the talent to do it the suitable approach, therefore we tied up with them to construct a novel provide chain,” Udaykumar famous.
Kolkata-based Nestasia, backed by Stellaris Enterprise Companions, will make investments extra in supplies and design analysis and improvement (R&D) to drive modern merchandise akin to scratch-free, non-stick coating and bases that allow hassle-free cooking with minimal oil, its co-founder Aditi Murarka stated. Nestasia already works with producers which have patented processes below their belt, in accordance with Murarka.
“Coating is actually an enormous space for analysis as a result of customers are nonetheless not assured about most supplies out there out there at the moment. We’re engaged on product strains which embody cast-iron tawas (griddle or frying pan) which have non-stick capabilities,” Murarka famous.
Cookware ranks among the many fastest-growing classes in Nestasia’s portfolio, with kitchenware (together with storage containers and serve ware) accounting for a fourth of its general income.
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Enterprise capital curiosity in such startups is rising, with the final two years being notable by way of quantum of offers in comparison with earlier years. Among the different notable offers embody Ember dad or mum Palette Manufacturers’ $2 million spherical in July final yr, kitchen home equipment maker Past Home equipment’ $4 million fundraise final month, and Upliance AI’s ₹34 crore spherical final yr.
Shopper mindset
A change in client mindset, pushed by youthful and extra prosperous households, has performed a key position in remodeling cookware consumption, as health-conscious decisions acquire prominence.
“There’s a real shift occurring, significantly amongst customers who’re re-evaluating their relationship with meals, well being, and heritage. For this group, going again to conventional supplies like forged iron or brass feels significant, it aligns with their values,” stated Mani Singhal, managing director and co-leader (client and retail apply) at Alvarez & Marsal, a consultancy.
Tips issued by the Indian Council for Medical Analysis (ICMR) and the Nationwide Institute for Diet (NIN) in Might final yr warned in opposition to using non-stick cookware, citing poisonous fumes emitted by commonly-used chemical compounds like perfluorooctanoic acid and perfluorooctanesulfonic acid when heated to excessive temperatures.
Furthermore, customers have began paying larger consideration to their cookware in recent times. “Regardless of cooks and maids changing into frequent in city properties, lots of people are significantly involved about chemical compounds coming into their meals. Whereas non-stick cookware nonetheless dominates most households, the rising development of house cooking will drive a shift to extra better-for-you merchandise,” stated Cumin Co’s Joshi.
The scale of India’s kitchenware (cookware and tableware) market was estimated at $5.2 billion in 2024, and is projected to greater than double to $10.9 billion by 2033, as per estimates by market analysis agency Grand View Analysis.
Culinary conflict
The entry of younger gamers poses stiff competitors to legacy corporations which have already been feeling the warmth of the city and rural consumption slowdown, particularly in high-priced objects.
TTK Status, the most important participant within the kitchenware class by quantity and market share, noticed its web revenue decline 36% year-on-year to ₹25.6 crore within the June quarter of FY26, whereas its web income rose by a nominal 4% to ₹575 crore. Hawkins Cookers’ web revenue was flat at ₹25.9 crore within the June quarter, with web gross sales rising 5% to ₹239 crore.
However incumbents are paying attention to the shifting client preferences and rising competitors, and trying to adapt. “We actively monitor new startups which might be introducing modern and health-focused options in cookware and kitchen home equipment. We’re additionally open to exploring strategic partnerships or acquisitions that complement our deal with high quality, security, and long-term worth,” stated Rajendra Gandhi, promoter and managing director of Range Kraft Ltd, which sells cookware below the Pigeon model.
Range Kraft’s web revenue within the June quarter climbed 27% to ₹10.4 crore, whereas its income from operations touched ₹340 crore.
“Competitors has actually intensified, significantly in area of interest cookware segments the place new manufacturers are introducing toxin-free, enamel-coated, or heritage-inspired merchandise at enticing value factors. This shift has made the market extra customer-centric and innovation-driven, which is a wholesome signal for the trade,” stated Gandhi.
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TTK Status, Hawkins, and Butterfly model’s dad or mum Crompton didn’t reply to Mint’s queries.
Furthermore, larger gamers are catching on to the development–investing extra in supplies and design analysis in addition to monitoring client calls for. “As consumption patterns change and new markets open up, we stay open to additional investments in expertise, provide chain effectivity, and digital engagement. Past capital expenditure, our focus is on strengthening product improvement pipeline, enhancing distribution networks, and enhancing after-sales service,” Gandhi added.
As these startups mature, many will hit the everyday progress challenges like flattening demand curves, rising prices, and the necessity to scale operations. That’s when strategic choices could be made, in accordance with Alvarez & Marsal’s Singhal. “Some may merge to pool assets, whereas others might be acquired by bigger gamers trying to refresh their model portfolios or faucet into newer client segments. There’s additionally the potential for roll-up performs the place buyers deliver collectively a number of manufacturers below one platform. What’s fascinating is that this isn’t nearly model id, but it surely may be about buying backend capabilities like artisanal sourcing, sustainable packaging, or new manufacturing strategies that legacy gamers might discover useful,” she added.
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