Home Cooking Rises with Demand for Healthier, Safer Cookware Solutions

Since the Covid-19 pandemic, home cooking has steadily increased as people prioritize healthy eating and immunity-boosting practices. This trend has naturally led to a growing interest in safe, chemical-free cookware, as consumers seek eco-friendly options that align with wellness goals. Worldwide, regulatory bodies are working to establish quality standards to protect against kitchenware contamination, addressing concerns about cookware that could leach harmful chemicals into food.

In India, where many still prefer home-cooked meals — including millennials and Gen Z — time constraints often require oven-compatible and easy-to-clean cookware. These products are often assumed to be safe. However, when a plastic container melted unexpectedly in the oven, Madhumitha Udaykumar and Jagadeesh Kumar experienced a wake-up call. Determined to find cookware that was truly safe and durable, the couple encountered challenges, as the chemical-coated options readily available didn’t meet their health and safety standards.

Motivated by their experience, Madhumitha and Jagadeesh turned to traditional cookware materials and began research into toxin-free alternatives. This led them to found The Indus Valley, a cookware brand focused on non-toxic, non-reactive metals like iron, cast iron, and stainless steel, along with wood and clay. Today, the brand reaches over 1 million customers across 10,000 pin codes and boasts an extensive product line of more than 250 SKUs, including kadai, tawa, cookers, and idli makers.

The Indus Valley’s product range is crafted in collaboration with third-party manufacturers across India and adheres to ISO 9001 standards, underscoring a commitment to quality and safety. Every item undergoes rigorous quality control, ensuring that raw materials meet exacting standards. According to co-founder Jagadeesh, “Covid-19 has amplified the importance of personal well-being. Our focus on chemical-free cookware resonates with consumers, blending India’s traditional wisdom with modern innovation through extensive product testing.”

By pairing innovation with age-old practices, The Indus Valley has tapped into an emerging demand for healthier kitchen solutions, positioning itself at the forefront of a movement that’s revitalizing home kitchens across the country.