o biwi se kare pyaar, woh Prestige se kaise kare inkaar.
These memorable lines are from TTK's long-running advertising for its pressure cooker brand, Prestige. This thoughtful positioning had made TTK Prestige India's most well-known and largest kitchenware brand.
But not too long ago, nothing seemed to be going right for the company. In 2001-02, it launched a futuristic product called Smart, which was ahead of its time and subsequently bombed. "The tax and excise duties were high. There was almost no monitoring in the unorganized market," says Chandru Kalro, executive vice president, marketing, TTK Prestige Ltd.... more