Usha Launches New Range Of iChef Products

If there’s one thing that all journalists would agree upon (which would be a rare scenario), it is that experiential events are always better as they manage to offer a more holistic view of an event. BW Businessworld was recently invited to such an event to get a first-hand experience of consumer electronics giant Usha International’s new range of premium smart kitchen appliances. Now, hold your horses. This is not the AI-powered gadgetry that you might be imagining. This is, however, a range of products that is set to disrupt the premium kitchen appliances market. Usha’s in-house culinary expert, Chef Sanjay Pawar guided us through the entire range of iChef devices as he led with some appetising examples. 

iChef Blender Heater

The Blender Heater from Usha is the first appliance that Chef Pawar used during the event. The Usha iChef Blender Heater is a multifunctional powerhouse designed to cut out the need for separate cooking and blending activities. With the revolutionary Quadra Noise Reduction technology upping its game, the iChef is up to fifteen decibels quieter vis-à-vis traditional mixer grinders, making it a first-in-category offering. Additionally, the iChef Blender Heater has Japanese-grade stainless steel blades for precision, a premium borosilicate blending jar with six flow breakers for efficiency, six intelligent presets, including a unique Steam Clean and Reheat function, and the double-insulated grinder jar promises you versatility in your culinary endeavours. Its 2300W power and the 100 per cent copper motor allow durability and its dual safety switch protection makes it accident-proof. This product is priced at Rs 22,990. 

iChef Steam Oven 

The iChef Steam Oven from Usha proved to be a versatile kitchen appliance that promises to enhance the overall cooking experience. With its eleven cooking functions and thirty-nine preset menus, this first-in-class oven claims to redefine gourmet cooking. Combining the roles of a steamer, air-fryer and a traditional oven, it uses ‘3D Hot Steam technology’ to preserve nutrients, achieve perfect browning and keep dishes moist and succulent. Priced at Rs 30,990, the Stream Oven has an 18-liter capacity and three-layer cooking capability. Chef Pawar used packaged ‘baos’ to demonstrate how exactly the steam function works. Using the preset menu for dimsums, he cooked the baos, an Asian delicasy that shared its roots with momos, dimsums and dumplings, to perfection. 

iChef Air Fryer 

The iChef Air Fryer is the first air fryer we have seen that has a 360-degree view. That definitely caught our attention. This device is equipped with eight preset menus and ten cooking functions which allows users to prepare a wide range of dishes with minimal oil which is basically what the USP of an air fryer is.  It has a very modern design with a transparent digital display allowing users to monitor the food as it cooks. Add the heat-resistant, food-grade borosilicate glass bowl with a 360-degree view and the turbo airflow technology to this mix, and you have yourself a very competent device that can handle a variety of food items. Priced at Rs 11,990, the Air Fryer is a very versatile appliance to have in one’s kitchen. 

During the experiential showcase of the iChef Air Fryer, we made Cheese Toast, a fairly simple food item which comprises bread, preferably Mozzarella cheese and vegetables of your choice. Chef Sanjay Pawar used some leftover vegetables from the previous dishes and cooked up a very delicious-looking set of toasts that had that perfect browning on top. 

The Usha International Growth Story: What's Next?

When asked about Usha International's growth story and what defines the company's strategy in the cluttered kitchen appliances market going forward, we were told that Usha International’s growth strategy is centred around innovation, customer-centricity and expanding its presence in the premium kitchen appliances segment. In this competitive market, the company differentiates itself by offering products that are best in class. 

At the moment, a major chunk of the company’s revenue is driven by offline channels, including the extensive retail network that the company has built over decades to create the last-mile connect. “Over the last decade we have collaborated with regional and modern retail players and the major ecommerce platforms, therefore becoming a multi-channel brand,” said the company spokesperson. 

We asked about the impact that the company is expecting from the iChef range of products. “With the iChef range, Usha has upped their ante as a serious contender in the premium kitchen appliance segment. We are witnessing a positive response, driven by the growing consumer demand for premium, user-friendly, and technologically advanced products,” stated the spokesperson. The iChef range is expected to contribute significantly to the total retail sales growth and the overall market share for Usha. The consumer durables giant sees a strong growth opportunity with the launch of the iChef range of products as the market is expanding with increased interest in premium home cooking solutions. 

What Is To Be Expected From The New Usha iChef Range Of Products? 

This smart range of devices opens the doors to the next generation of kitchen appliances with features such as preset menus, touch controls and accurate temperature settings, thus, making it easier for users to cook with more precision and control. Apart from the style quotient, these appliances also bank on a contemporary design and functionality. 

The highlight of the entire affair at Usha's headquarters in Gurugram was, of course, the experiential element which offered a very different approach to learning about the new product. Add the lip-smacking dishes that came as by-products of the step-by-step guide to use the appliances, to the whole equation and we have ourselves a truly memorable event that was informative as well as entertaining. 

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