The Oxy Fryer is targeted at people who love eating fried food. It is touted as the perfect solution to eating fried food in the healthiest manner. Kenstar has identified a surge in demand for appliances that enable healthy and hassle-free cooking and has even launched an advertising campaign featuring Shah Rukh Khan and announcing its launch exclusively on Flipkart.
|Launched on Flipkart|
When they first launched the microwave, they priced it much lower than the usual price tag from other brands. This strategy helped the brand to get to the masses easily. With the Oxy Fryer, they have done the same thing. This is Kenstar's tried and tested way to break into the masses considering the competition (Philips) is retailing at almost double the cost.
You can read more about the category and how the e-commerce tie up strategy would work in this Afaqs piece on the category and this entrant here.