An Electric Pressure Cooker Designed Around Steel
Our Solution
How we helped TTK Prestige launch the First electric Pressure Cooker that cherished stainless steel
The Result
A product that became the first Indian home appliance to be endorsed by an American CelebrityÂ
Services
Concept Development
Enclosure Design
Prototype Design
Materials Selection
Design for Manufacturing
Prototype Liaison
Product Visualization
The Story
Reimagining a Global Category
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In the early 2000s, the electric pressure cooker market was shaped largely by Japanese companies. Their design philosophy leaned towards concealing the functional steel or aluminium cooking pots inside thick plastic shells. The product language was one of softness and enclosure, where the pot was hidden and the plastic enclosure became the main visual identity.
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When TTK Prestige approached us, we saw a chance to go in a completely different direction. Prestige had already built unmatched trust with Indian households through its long line of pressure cookers. Their Tanttra branded cookers were even being exported, showcasing the company’s ability to make world-class cookware. Extending that heritage into an electric cooker called for authenticity. We decided the pot should not be hidden but celebrated as the hero of the design.
OUR APPROACH
Designing with Purpose
The cooker was designed to maximize the visibility of the stainless steel pot. This choice immediately signaled durability and hygiene, qualities consumers already associated with TTK Prestige cookware. Instead of hiding what was strong, we chose to emphasize it.
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To align with TTK Prestige’s manufacturing strengths, we specified bakelite for all plastic components that made direct contact with the pot. Bakelite’s heat resistance and long association with pressure cooker handles made it a natural choice. For the outer enclosure and control features, we used ABS, a versatile and reliable plastic that could be easily injection moulded while offering a clean surface finish.
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The control tower was a key design element. We chose white for the tower to communicate hygiene and freshness. Against this, the black base provided contrast and a sense of stability. Together, the visual composition was simple, strong, and modern. It was unmistakably a Prestige product, but it also felt ready for a global stage.
THE SOLUTION
A Unique Market Position
By focusing on the pot and carefully selecting materials, we differentiated the cooker from Japanese imports. Instead of imitating the trend of plastic-heavy exteriors, Prestige’s product stood out by being true to its own brand DNA. This authenticity created both trust and recognition, ensuring that the new electric line was seen as an extension of what the company already did best.
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The design was not only functional but also symbolic. It reminded consumers that this was still the pressure cooker they trusted, only more advanced. For a brand deeply tied to Indian kitchens, this continuity was essential.
THE RESULT
A Milestone in Brand Building
The design attracted attention beyond India. Suzanne Somers, the American actress and television star famous for her role in Three’s Company, noticed the product and later became its brand ambassador.
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Her involvement was significant. This was the first time an American celebrity endorsed a home appliance designed and manufactured in India. The endorsement created global visibility for TTK Prestige and gave the product a new credibility in overseas markets. For us as designers, it validated the idea that grounding design choices in authenticity could produce results that resonated across cultures.
Impact
The electric pressure cooker gave TTK Prestige a strong entry into a category that had been dominated by foreign players. It showcased how the company’s heritage in cookware could evolve into new formats without losing identity. The product became a bridge between traditional pressure cookers and modern lifestyle appliances.
Beyond sales, the project became a symbol of how design can strengthen a brand’s position. By choosing to highlight the steel pot rather than hide it, Prestige positioned itself as a company proud of its origins while capable of competing globally. The international celebrity endorsement only reinforced this perception and gave Indian design a moment in the spotlight.
From India to the World
The TTK Prestige electric pressure cooker stands as an example of how thoughtful design can honor a brand’s legacy while opening new opportunities. By rethinking category conventions and focusing on authenticity, the product created lasting impact both in India and abroad.