Nirlep Appliances

Repositioning a pioneer brand to address new categories, customers


NIRLEP, a pioneer of the non-stick category, introduced the first non-stick pan in 1968, which revolutionized Indian cooking and has since sustained its leadership in the category. Recently, the company has entered more categories with expansion plans to serve the entire kitchen space.


The brand which had become synonymous to category of non-stick cookware, needed to reposition itself to encompass more categories and develop a visual identity to connect with continuously evolving and progressive consumers.Strategy The brand essence ‘inseparable ingredient to a progressive lifestyle’ was defined using the Elephant proprietary tool Root to Fruit™. Propositions of the streamlined sub-brands were derived from this essence to create a communication range between ‘adding warmth and style to the kitchen’ (premium products) to ‘durable and smart kitchenware’ (economy products).


The new identity with a distinct badge enclosure and solid logotype communicates the brand’s leadership. The identity is flexible & playful with colour and stance of the fin changing for every sub-brand – a reflection of the relevant innovation to delight young progressive consumers. The treatment has enabled transform the trusted Quality brand to an Innovation-led, International Kitchen solutions provider concerned with better health and superior aesthetics.


The new identity was launched in September 2010, marking the brand’s Golden Jubilee year and also enabling Nirlep to register an impressive growth in the nonstick category.
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