To rebrand a 3 decade old OEM into a household brand that is Indian in every sense.
MPee Kitchenette (P) Ltd is one of the leading manufacturers of kitchen appliances in India with over 33 years of manufacturing experience in the industry. Their product portfolio ranges from a wide variety of pressure cookers, cookware, LPG stoves and electrical kitchen appliances which are sold in India and in overseas markets too. Rebranding and Repositioning a brand on a global scale has its own share of opportunities and challenges.
When an Indian kitchen appliances brand is to compete globally, it becomes very important how we can use our history to make a difference. Warli painting is a style of tribal art mostly created by the tribal people from the North Sahyadri Range in India. This tribal art originated in Maharashtra, where it is still practiced today. The Warli art has been slowly vanishing from our culture and we thought that our product could do to this form of art what Apple did to calligraphy. Give it life.
Master had to compete with brands like Pigeon, USHA, Prestige for whom it used to be a manufacturer earlier. Its Legacy of 33 years became our prime focus, that led to positioning the brand as a Quality and consumer centered brand.