Nirlep Ties Up With BPCL In New Marketing Initiative  ( October '29,2003, FE)

Next time the LPG cylinder delivery man enters your kitchen and lights up your stove to check the contents of the cylinder, mark him. Just when you thought he is finished with his job, chances are that he might fish out a non-stick ‘Kadai’ or a frying pan and conduct a small tutorial on healthy cooking which makes the least use of oil.

In a novel direct marketing initiative, non-stick cookware maker Nirlep, part of the Aurangabad-based Duraware Group of Companies, has tied up with Bharat Petroleum Co Ltd (BPCL) for marketing its select traditional non-stick cookware range. The company expects a surge in sales owing to this unique arrangement alone.

Speaking to FE, Duraware Group marketing head Sandip Dharap said Nirlep has entered into a three-year agreement with BPCL nationally whereby some of its traditional products like frying pans and ‘Kadais’ will be marketed directly to consumers’ households when BPCL’s LPG cylinder refillmen visit them.

Nirlep sees the new initiative as a value-add to its customers and its arrangement with BPCL is purely on a no-profit no-loss basis. The company is initially catering to the regional markets which has their own favourites. The company has identified a list of ten cookware items that will be distributed through the BPCL network.

“We are hoping to achieve at least a 12 per cent increase in turnover within a year owing to this tie-up. As a distribution channel, we are using BPCL’s network and are training LPG cylinder delivery personnel on the benefits of our products. To the buyers we are also offering a 15 discount on the MRP,” Mr Dharap said.

Nirlep had achieved a turnover of Rs 30 crore in the previous fiscal, 90 per cent of which was from the manufacturing of non-stick cookware. Nirlep also makes an enamelware range.

As part of a diversification drive, Nirlep is also mulling an entry into non-stick dry coat for automobiles. The company has been carrying out a dry run after it received a feedback from a “leading auto company” which Mr Dharap declined to name.

The auto-coat will be dust-proof and non-abrasive and will be cheaper than Du Pont’s, which has a similar product in the market. A standard Du Pont non-stick coat for the underside (which is exposed to accumulation of tar) of a four-wheeler costs about Rs 3,000, he said.

During the current fiscal, Nirlep is expanding its non-stick cookware range ‘Vajra’ and theme-based earthen cookware range called ‘Bhoomi’. The company is also planning to introduce a hard-annodised premium range of cookware called ‘Ebony’ soon.