Vinod Intelligent Cookware, one of India’s most trusted kitchenware brands, has partnered with Rasoi, the popular Gujarati cooking show on Colors Gujarati, as the Co-powered sponsor for its festive season association. The tie-up, which commenced on October 1, 2025, will run for two months, spanning 158 episodes. As part of the partnership, Vinod Intelligent Cookware’s flagship range—including pressure cookers, kadhais, frypans, tawas, and steamers- has been actively integrated within the show. The association comprises the brand’s logo presence in ILU, active in-content integration, consistent product usage, anchor mentions, OCL/CCL, ILU promos, logo placement on set episodes, and strategic product placements. Together, these elements ensure holistic brand amplification and consistent visibility for Vinod Intelligent Cookware throughout the festive campaign.
A cultural mainstay in Gujarat for over 20 years, Rasoi has aired more than 6,600 episodes and showcased over 20,000 recipes. Hosted by Dhvani Trivedi, Harsh Bhatariya, Riya Makwana, and Rudra Tumdi, the show continues to engage families with authentic vegetarian recipes presented with a modern, healthier twist. Airing Monday to Saturday, Rasoi offers Vinod Intelligent Cookware the ideal platform to connect with regional households during the festive season.
Speaking on the association, Mr Sunil Agarwal, Managing Director, Vinod Cookware India Private Limited, said, “As we enter the festive season, strengthening our regional presence becomes a crucial part of our growth trajectory. Partnering with a culturally rooted and widely trusted show like Rasoi allows us to not only showcase our product innovations but also to engage deeply with regional households. This collaboration reflects our strategy of blending tradition with modern cooking solutions, ensuring healthier and more enjoyable meals for our consumers.”
Commenting on the collaboration, Priya Jacob, President- Media from Network Advertising, added, “For Vinod Cookware, collaborating with Rasoi is about more than just presence; it is about connecting with Gujarati families through a show they trust and enjoy, creating meaningful brand engagement. This tie-up reinforces Vinod Cookware’s position as a brand that values authenticity, while leveraging modern advertising strategies for maximum cultural resonance.”
Apart from its marquee associations with MasterChef India and Kaun Banega Crorepati, Vinod Intelligent Cookware has previously collaborated with leading regional channels, including Zee Marathi and Amrita Television. Strengthening its position as a frontrunner in festive marketing campaigns, the brand is also running an ICA (in-content advertising) campaign with Whisper Media across Star Plus’s prime-time shows, including Yeh Rishta Kya Kehlata Hai, Advocate Anjali Awasthi, and Jhanak. In addition, Vinod Intelligent Cookware has recently announced the success of its ongoing UGC-led digital campaign, which has already garnered over 170 million views, underscoring its ability to drive large-scale consumer engagement across various platforms.
About Vinod Cookware India Private Limited:
Established in 1962 by Rajeram Agarwal, Vinod Intelligent Cookware is one of India’s leading manufacturers of premium stainless-steel cookware. With a catalogue of 400+ products and a strong global presence since 1990, the brand is known for its hygienic pressure cookers and innovative cookware solutions. Recognised with the Best of Bharat Award (2022) and ranked top for Non-Stick Dosa Tawa by Mishry Reviews, Vinod continues to blend tradition with modern technology to serve evolving Indian kitchens.
Website: https://vinodcookware.com
