LG launches Mallika-e-Kitchen 2011

Earmarks Rs.20 crores as marketing budget for Microwave Ovens category.

BestMediaInfo Bureau | Delhi | July 8, 2011

LG Electronics India, country's no.1 home appliances company with the highest market share of 38.6% in the Microwave Ovens (Source: GFK Report Apr'11), is all se to host the local competition of 'Mallika-e-kitchen Season 3' in Aamchi Mumbai at Sardar Vallabhai Patel Bhawan, 27, Jawahar Nagar, SV Road, Opposite Shiv Sena office, Goregaon on 9^th July. Call for participation is needed for more upcoming competitions in Mumbai on 15^th July in Thane.

The winners of the rounds, being hosted in Mumbai on 9^th, 15^th and all other future competitions, will be taken to the second round at the 12 regional centres. Finally, 24 winners from 12 regions will compete against each other in the grand finale in September 2011 which will award its next Mallika-E-Kitchen Cooking Queen 2011 who will win LG's products.

Women, who belong to the age group of 18 years & above, are eligible to participate in this contest. It is a three stage cooking contest organised nationally over a period of three months.

Rajiv Jain, Business Head, Home Appliances, LG Electronics India said on the occasion, “Mallika-E-Kitchen Cooking Contest is a nation-wide event to celebrate the spirit of tasty and healthy 'Home-Cooking'. After the huge success of the contests last two years, we at LG are ready to establish ourselves as the masters of Indian kitchens & cuisines through this unique initiative year on year and emerge as pioneers in the field of healthy cooking.” He further added, “To educate the consumers on microwave cooking, we are giving three free microwave cookery classes pan India. We have started with the third season of Mallika-E-Kitchen Cooking Contest on 3^rd July 2011 and we hope to receive a great response from women across the country.”

The Mallika-e-kitchen winner of 2010 Sangeeta Dhar from Udaipur was rewarded with a LG Side by side refrigerator. The first and second runner-ups Waheeda Shafi (Cochin) & Ms Mita Modi (Kota) was rewarded with a Front and Top Loading Washing Machine respectively.

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