How Priyanka Kheruka Wants Borosil to be an Everyday-use Brand
Priyanka Kheruka is the Brand Head of Borosil Ltd and belongs to the third generation of entrepreneurs carrying forward this iconic brand. Her aim is to make Borosil the go-to brand for all kitchen to table solutions.
Image Credits: HerStory
Priyanka Kheruka is the Brand Head of Borosil Ltd and belongs to the third generation of entrepreneurs carrying forward this iconic brand. Her aim is to make Borosil the go-to brand for all kitchen to table solutions.
When Priyanka Kheuka joined Borosil, the glassware company her in-laws ran for 52 years, it was a purely sales based company and it did not have a marketing department. But Priyanka had a vision. She established an all-women marketing department. Her aim was two things – first to establish a brand reputation that makes Borosil an everyday use brand; two, to establish a D2C website for the brand.
The second one was more difficult as there were no people willing to ship glass at that time. They did not want to risk breakage. But she made that a reality. And the first one was done by expanding its product range to include more everyday use items and striving to communicate that effectively to the user.
Like this, Borosil became synonymous with heatproof glassware. A housewife would walk into a store and ask for a Borosil dish or bowl instead of asking for a glass dish that she can use in the oven or microwave.
Priyanka believes a ‘customer-first’ perspective has worked to the brand’s advantage. Priyanka admits that while Borosil has always been associated with a certain quality and premiumness, it had two challenges — expanding its product range to include more products that customers would engage with on a daily basis.
“The second was moving the brand from a premium brand to an everyday brand, without losing the emphasis on quality and performance. We built a superb product management team that understood this ethos – we expanded our product portfolio from just microwavable glass products to encompass anything that helps you prepare, cook, store, serve, and carry food. We have been able to successfully pivot from being a special occasion luxury brand to an everyday brand, without losing the premium aspect,” says Priyanka
Borosil is now an everyday part of our lives and kitchen. It is what Priyanka envisioned it to be – the everyday use premium brand of glassware.
Credits: HerStory
Read the full story here.
