Eureka Forbes forays into cookware segment

Consumer health and hygiene brand Eureka Forbes Wednesday forayed into cookware and introduced a health-friendly product in its range.

"Our decision to foray into a new category was a very conscious one. We are in the clean home business and are present in many kitchens. So, a natural extension for us was food... while choosing healthy foods and recipes is an important part of eating right, cooking them in a healthy manner is equally important," the company's CEO of direct sales Marzin Shroff said.

The company said it has launched the category of premium healthy cookware by introducing innovative approach and was introducing the product range in seven cities across India.

"Eureka Forbes has invested in extensive research on various cooking practices and procedures to address consumer needs and aspirations," the company said.

The cookware uses a unique sealed circuit method and surround heat effect which helps cook the food faster and uses a combination of metals like steel, aluminum and copper which helps lower the oil and sugar levels in cooking.