~ Borosil takes cookware off the shelf and into a live V-Mart kitchen — Chef Harpal Singh Sokhi judges home cooks at Kolkata-Esplanade ~
Kolkata, September 2026: Borosil has partnered with V-Mart for ‘Swaad Se Taaj Tak’, an on-ground culinary activation that turned the Kolkata-Esplanade store into a live cook-off judged by celebrity chef Harpal Singh Sokhi. Home cooks and food enthusiasts competed in front of shoppers, putting creativity, technique and flavour on display while Borosil cookware did the heavy lifting in a real kitchen setting.
Chef Harpal Singh Sokhi said: “It was wonderful to see the enthusiasm and creativity that the participants brought to the kitchen. Every home cook has a unique way of working with flavours and ingredients, and ‘Swaad Se Taaj Tak’ gave them a platform to bring that creativity to life. I thoroughly enjoyed interacting with the participants, tasting their dishes and sharing a few culinary tips along the way. It was great to see so many people come together to celebrate the joy of cooking.”
Barnali Shankar, VP – Marketing, Borosil, said: “At Borosil, we believe some of the strongest connections with consumers are built through experiences that are relevant to their everyday lives. ‘Swaad Se Taaj Tak’ allowed us to bring the joy of cooking to life in an engaging and participative format. Our association with V-Mart enabled consumers to experience Borosil’s cookware and kitchen solutions in a real cooking environment, while Chef Harpal Singh Sokhi’s presence brought tremendous energy to the initiative. We were delighted with the enthusiasm and participation we saw in Kolkata.”
Marketing take: Channel partners stop being just distribution when the store itself becomes the media. Borosil is using V-Mart floor space and a familiar chef face to sell cookware the only way kitchens understand — by cooking with it, in public.
The format is simple retail theatre: participants cook live, Chef Harpal tastes and coaches, and customers gather around a competition that feels closer to a neighbourhood cook-off than a product demo. Integrating Borosil kitchen solutions into the cook-off lets shoppers see convenience and function first-hand — beyond a conventional shelf showcase.
