LG is on the prowl for Mallika-e-Kitchen

Consumer durables major LG Electronics has announced a nationwide hunt for the third edition of its cooking contest. Called Mallika-e-Kitchen Cooking Contest 2010, the contest aims to take the cooking skills of women in the age group of 18 years and above to an international platform.

The contest was first started in 2008 and covered eight-nine cities only. In 2009, LG rechristened the contest as Mallika-e-Kitchen and covered 60 cities. Divided in three stages, the contest will take place over a period of three months (July-September) across 100 cities pan-India.

To participate, eligible candidates are required to fill up and submit a registration form available at select LG dealer shops and LG's branch offices. The same form is also available on LG India's official website, lg.com. Shortlisted candidates will be contacted by representatives of the company for the confirmation of the venue and date for Round 1 across the cities.

On the day of the contest, the selected participants are required to bring the microwave cooked dishes, along with the recipes. The recipes selected by the panel of judges on set parameters will qualify for competition on a regional level.

Close to 3,000 participants will be shortlisted in the first round, who will then be taken to the second round at the nine regional centres including Maharashtra and Goa, Gujarat, Madhya Pradesh and Chattisgarh, Delhi and Rajasthan, UP and Uttarakhand, and Tamil Nadu and Kerala, amongst others.

Finally, in September, 18 winners from the nine zones will compete against each other as part of the Grand Finale in New Delhi. The national winner will get a chance to participate in the global contest in South Korea, to be organised by LG in the same month.

For brand visibility, LG microwaves will be incorporated in the second and final rounds. Also, on ground promotions will be run throughout the contest.

Speaking on the contest, Rajiv Jain, business head, home appliances, LG Electronics India, says, "Mallika-e-Kitchen is an endeavour to showcase LG's commitment towards the Indian consumer by promoting the spirit of tasty and healthy cooking. The response from all parts of the country has been tremendous. After getting a fabulous response last year, we at LG look forward to establishing ourselves as the masters of Indian kitchens and cuisines through this unique initiative and emerge as pioneers in the field of healthy cooking.

"Being the market leader, it becomes our responsibility to expand the awareness regarding healthy cooking in microwave across the country and help increase its penetration in the interiors of the country. We will continue our efforts in future as well."

Apart from the on ground activities, LG will also launch a show, called LG Mallika-e-Kitchen, on the general entertainment channel, Colors. The weekly show will run for 16 weeks, where two participants will be asked to try their hands on a recipe. While one participant will cook on a burner, the other one will use a microwave. A celebrity will be invited on the show as a judge.

LG microwaves are priced in the range of Rs 3,990-27,990. The company also plans to launch a new range soon.

LG India claims to be No. 1 in the microwave segment, which is growing at an annual rate of 15 per cent.