MxMIndia

Tag: Borosil Glass Works Ltd

  • In the kitchenware segment in India, Borosil is a generic term for microwavable glassware

    Integrated e-commerce platform MyBorosil.com launched

    By A Correspondent

     

    Borosil Glass Works Ltd. has launched an integrated ecommerce platform – ‘MyBorosil.com’, which offers its entire range of consumer products. In the kitchenware segment in India, Borosil is a generic term for microwavable glassware. Borosil products are synonymous with elegance, dependability, safety and ease of use. Borosil has recently launched a range of 100 per cent pure melamine dinner-sets and servingware, and has also entered the small electronic home appliances space. These include products such as mixer grinders, induction cookers, digital cookers, toasters, sandwich makers, electric kettles, among others.

     

    “As our product range grew, there was no one store where you could see the entire product range under one roof. It was then that we decided that it was time to go online and launched MyBorosil.com,” shared Priyanka Kheruka, a third generation member and marketing consultant at the company.

     

    There is also a recipe section on the website that collates the best recipes and presents them in an easy to view format where one can save their favourite recipes in a recipe book for quick reference or share some recipes with the Borosil family!

     

    “Borosil was the first glassware brand to be sold online in India. When we decided to go online, many players refused to ship our products as it was too fragile. But we were so confident of our packaging that we decided to take on the liability in case of any breakages. And our breakage rate has been less than 1 per cent much lower than industry average. It is only after we proved that you can ship glass without a problem, that other ecommerce sites introduced that category too,” added Priyanka Kheruka.

     

    The company is betting big on its own e-commerce platform as well as other marketplaces for its consumer products.The Consumer Products division sells its microwavable and flameproof kitchenware and glass tumblers through over 5000 retailoutlets.

     

  • The account is estimated to be upwards of INR 20 crores and will be handled out of the Havas Media Mumbai office

    Borosil hands over media mandate to Havas Media

    By A Correspondent

     

    Havas Media India has won the integrated media duties of Borosil Glass Works Ltd. in a multi agency pitch. The account is estimated to be upwards of INR 20 crores and will be handled out of the Havas Media Mumbai office.

     

    Borosil Glass Works is a leading producer of laboratory glassware and microwavable kitchenware in India having the ISO 9001 certification.

     

    Commenting on the appointment, Rituraj Sharma, V.P. Consumer Products, Borosil Glass Works, said, “Havas Media came across as a very professional and a passionate agency. Their transparency, knowledge and media expertise was impressive. We wanted a dynamic partner to help us scale further and found one in them .”

     

    Anita Nayyar

    Speaking on the win, Anita Nayyar, CEO, Havas Media Group, India and South Asia, said, “Borosil is a prestigious and trusted brand in India and we are glad they have entrusted us with their business. It has been a good year of integrated media wins for us. Our ability to provide meaningful connections across communication touchpoints has been appreciated by clients.”

     

    “This win further consolidates our integrated media offering with digital at the core. We look forward to partnering with Borosil as they scale in India”, said Mohit Joshi, Managing Director, Havas Media India.

     

    Mohit Joshi

    Borosil Consumer Products division sells microwavable and flameproof kitchenware and glass tumblers through over 5000 retail outlets. Recently Borosil also diversified into small appliances, melamine dinnerware and home decor. Borosil also specialise in scientific glassware which has found use in over 2000 different products and applications, in areas as diverse as Microbiology, Biotechnology, Photo Printing, Process Systems and Lighting.