Stovekraft has rolled out a nationwide consumer campaign titled ‘Ex Ko Karo Exchange’, offering customers an opportunity to exchange old cookware and kitchen appliances for discounts of up to 50 per cent on selected products from its Pigeon brand.
The programme is available across cookware and kitchen appliance retail outlets as well as more than 330 Pigeon Exclusive Outlets across India. The initiative allows consumers to trade in products from any brand, irrespective of their condition, making it easier for households to upgrade their kitchen essentials.
The exchange offer covers a wide range of products, including pressure cookers, cooktops, mixer grinders, air fryers, induction cooktops, electric rice cookers, OTGs, chimneys and hobs. By accepting products across brands and conditions, the company aims to provide a simple and accessible upgrade path for consumers.
The campaign is being promoted through a multi-channel marketing strategy spanning television, print, digital platforms, social media and on-ground activations to maximise awareness and consumer participation.
According to the company, the initiative was developed in response to the continued use of ageing cookware and kitchen appliances in many Indian households. Through the programme, Stovekraft seeks to encourage consumers to replace older products with newer and more efficient alternatives that can enhance convenience and performance in the kitchen.
Commenting on the campaign, Rajendra Gandhi, Managing Director, Stovekraft Limited, said, “The kitchen is one of the most actively used spaces in any household, yet in many homes, old cookware and appliances continue to be used in kitchens. With ‘Ex Ko Karo Exchange’, we wanted to create an easy and accessible upgrade opportunity that delivers real value to customers while making the overall kitchen experience more enjoyable and convenient.”
With the launch of the campaign, Stovekraft aims to drive product upgrades while strengthening consumer engagement with the Pigeon brand. The initiative also reflects the growing demand for modern kitchen solutions that offer improved functionality, efficiency and ease of use for households across the country.
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