 'Nirali,'
a name synonymous with non-stick cookware for almost two decades
now. It is a product of L N Engineering Works Pvt Ltd.
The company today has a turnover of US $ 2 million, sells over
40,000 pieces of non-stick cookware a month, and has 200 employees
under its umbrella. Their manufacturing unit consists of hydraulic
presses, riveting machines, grooving machines and automatic
coating machines, with a production capacity of one million
units per annum in one shift.
"We are licencees of Dupont, USA and our products are
also approved by ISI, which is a national institution for quality
certification in India. On a monthly basis we have to send Dupont
production samples to their American unit. They also conduct
regular spot quality checks," says I C Shah,
Managing Director, L N Engineering Works Pvt Ltd. This
company, with a healthy market share of 20% today, began with
manufacturing stainless steel utensils before 1986.
 The
thickness of Teflon-coated aluminium non-stick cookware like
frying pans range from 13 cms to 32 cms. Their product range
consists of frying pans, cooking pots, fast pans, griddles and
also giftpacks.
"We have an advertising budget that is 15% of our annual
sales. Before, we used to advertise only in the print media,
but today we are to be seen even on television," says
Shah. Presently, the company is testing the export markets of
Muscat, Africa, Australia, New Zealand and UK and the USA, which
constitutes 3 to 4% of their production.
Address: 210, Kaliandas Udyog Bhavan,
Near Century Bazaar,
Worli, Mumbai - 400 025,
Phone: 022- 2437 9457 / 2431 5500
Fax: 2436 2543
E-mail: lnew@bom5.vsnl.net.in
URL: www.niralicookware.com
| Author:
Sharmistha Chatterjee
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4:50:19 PM 
