Indian consumers are increasingly moving beyond traditional cookware choices and investing in healthier, premium kitchen products, driving sharp growth for brands such as Nestasia.
The home décor and kitchenware brand said its cookware business has grown 9x over the last two years, reflecting rising demand for non-toxic cookware and a broader premiumisation trend in Indian kitchens. The company is seeing strong traction across categories such as tri-ply cookware, cast iron, honeycomb cookware and borosilicate glass products.
“Health is the single most important motivator for consumers in this category,” said Aditi Murarka Agarwal. “The non-toxic nature of cookware, along with naturally non-stick options like cast iron and stainless steel, is seeing significant traction.”
The shift comes as consumers become increasingly conscious about the materials they cook in, moving away from conventional non-stick and aluminium cookware toward products perceived to be safer, longer-lasting and aesthetically superior.
Nestasia said it is also witnessing rising interest in cookware marketed around “non-toxic” and “chemical-free” messaging. According to the company, its cookware audiences on social media show a 59% affinity towards such positioning.
Among the fastest-growing categories for the company is tri-ply cookware, where stainless steel layers are combined with an aluminium core for improved heat conductivity and durability. Honeycomb cookware, which uses embossed patterns to reduce food sticking while minimising coated surfaces, is also seeing strong demand. Borosilicate glass cookware has emerged as another popular segment due to its ability to transition from cooking to serving while offering aesthetic appeal.
The company said cookware buying behaviour is increasingly being shaped by lifestyle and hosting trends, including one-pot meals, cook-and-serve formats and potluck-style dining experiences.
“Consumers today are increasingly willing to pay more for healthier cookware options, with health emerging as the primary driver for switching or upgrading,” Agarwal said. “When functionality is paired with thoughtful design, consumers are willing to pay a premium for that added value.”
Industry executives say the cookware category is increasingly evolving from a utility-driven purchase into a wellness and lifestyle segment, particularly among younger urban households upgrading their kitchens.