Integrated e-commerce platform launched

20 Nov,2014

By A Correspondent


Borosil Glass Works Ltd. has launched an integrated ecommerce platform – ‘’, which offers its entire range of consumer products. In the kitchenware segment in India, Borosil is a generic term for microwavable glassware. Borosil products are synonymous with elegance, dependability, safety and ease of use. Borosil has recently launched a range of 100 per cent pure melamine dinner-sets and servingware, and has also entered the small electronic home appliances space. These include products such as mixer grinders, induction cookers, digital cookers, toasters, sandwich makers, electric kettles, among others.


“As our product range grew, there was no one store where you could see the entire product range under one roof. It was then that we decided that it was time to go online and launched,” shared Priyanka Kheruka, a third generation member and marketing consultant at the company.


There is also a recipe section on the website that collates the best recipes and presents them in an easy to view format where one can save their favourite recipes in a recipe book for quick reference or share some recipes with the Borosil family!


“Borosil was the first glassware brand to be sold online in India. When we decided to go online, many players refused to ship our products as it was too fragile. But we were so confident of our packaging that we decided to take on the liability in case of any breakages. And our breakage rate has been less than 1 per cent much lower than industry average. It is only after we proved that you can ship glass without a problem, that other ecommerce sites introduced that category too,” added Priyanka Kheruka.


The company is betting big on its own e-commerce platform as well as other marketplaces for its consumer products.The Consumer Products division sells its microwavable and flameproof kitchenware and glass tumblers through over 5000 retailoutlets.


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