Pocket Aces and Aniket Metals have created a D2C brand that focuses on cookware for Millenials.
Aniket Metals is currently focusing on the development of a global market for high-end cookware products. Nachiket Shah, managing director, of Aniket Metals, tells. The brand will expand in India by targeting millennials to sell its cookware products.
Shah knows that cooking utensils are not something most young people want to buy. Aniket Metals teamed up with Pocket Aces’ lifestyle channel, ‘Gobble’ in order to make this interaction more ‘cool’.
“For decades, cookware was passed down from one generation to another. Stainless steel has always been the material of choice, as it lasts longer and is of good quality. We are going back to these basics, but with unique design features added specifically for the carefree, fast-paced millennial,” mentions Shah.
Shah had previously worked with BuzzFeed’s cooking channel, ‘Tasty,’ to create the brand identity for a product range. The brand was inspired to search for an Indian partner. Pocket Aces shared the same ambitions to create a market for a product range and to grow a content industry.
“It almost felt like we were both waiting for this to happen. Aniket Metals had a well-established product portfolio. Gobble already had a strong content pool and following. We both wanted to build a strong D2C company on the backs of these businesses. This is how Gobble started,” Aditi Shrivastava (co-founder and CEO, of Pocket Aces), shares.
According to both companies, it was a difficult task to build a D2C company that focuses on cookware products. To overcome these difficulties, the companies focused on creating a brand personality that conveys a sense of the product to millennials.
Shah believes there has been a significant shift in how young people view cooking since COVID.
Social media and our influences influence everything we do. MasterChef will inspire you to cook the same way as the chef. It’s a desire to have professional chef-style cooking. The biggest mistake one can make with a brand is not being able to build a personality around it. As consumers already know what they want, there are many ways to reach them.
