TTK Prestige Ltd plans to spend Rs 3 crore on advertising and an additional Rs 3 crore as prizes for its "Whistle and Win" promo. The promo, which will last from September 8 to December 31, is expected to grow the cookware market by least five to six per cent.
According to sources, for any purchase of over Rs 300, the customers gets a whistle which has a prize. The prizes range from Fiat Palio cars, TVS Scootys and Samsung Washing machines to a 20 per cent discount on any purchase.
According to company sources the size of the pressure cooker market was around Rs 400 crore. This segment which had an annualised growth of three to four per cent declined by three per cent last year. The penetration levels of this category were also high. In urban areas, socio economic classification `A' and `B', it was as high as 80 to 90 per cent.