Stovekraft's Pigeon Appliances seeks creative partner

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | June 06, 2012
The pitch is underway in Bengaluru.

Manufacturer of professional kitchen appliances Pigeon Appliances, a brand from the stable of Stovekraft, is currently scouting for a creative agency.

Agencies have started presenting their credentials to the authorities. The process is underway in Bengaluru. As per market estimates, the media spend is pegged at Rs 40 crore.


Pigeon Appliances was established in 2001 and belongs to the parent company, Stovekraft. Set up by entrepreneur Rajendra Gandhi in 1999, Stovekraft is worth more than Rs 300 crore and offers two flagship brands, namely Pigeon and Gilma. While Pigeon is a value-for-money brand that has a wide product portfolio, Gilma offers branded products that are targeted at the premium segment of consumers.

The brand's product portfolio includes induction cookers, mixer-grinders, Blackline cook-tops, non-stick cookware, electronic pressure cookers, emergency lamps and water purifiers, amongst several others.

Stovekraft has tie ups with Indian Oil Corporation, Bharat Petroleum Corporation and Hindustan Petroleum Corporation and supplies co-branded ISI-marked Green Label Series of Gilma and Pigeon LPG Stoves through its nationwide outlets.

Besides India, Stovekraft also has presence in the overseas market and exports its products to West Asia, Kenya, Uganda, Nigeria, Sri Lanka and Fiji.

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