Recipe for Success: Cookware Company Thrives Thanks to Amazon’s Digital Tools

Dallas, Texas

An enthusiastic “mom chef,” Asha Kangralkar sought better cookware: stock pots that weren’t too heavy to lift when they were full of soup, saucepans whose handles didn’t get scorching hot, frying pans that didn’t spatter oil all over the cooktop. Unable to find what she wanted, Asha — a trained engineer — decided in 2015 to design and manufacture her own line of pots and pans.

Today Asha and her husband, Vivek, run a thriving online cookware business, AVACRAFT, from their Dallas-area home. AVACRAFT — which generates over seven figures in annual revenue — offers 35 high-quality cookware pieces, all designed with thoughtful touches that make them extra-useful for home chefs. Asha and Vivek carefully test each product prototype in their own kitchen and oversee their products’ manufacturing to ensure top quality.

Asha started out offering Avacraft only on its own website, but struggled to attract customers. “Our website was just one drop in the ocean,” she said. “So we decided to try selling on Amazon — and that’s how we really got AVACRAFT off the ground.” Amazon’s search and advertising tools ensure the right audience sees AVACRAFT, and the online marketplace’s customer reviews, AI-generated product summaries, and user-generated videos help discerning customers learn more about the products — helping boost sales on Amazon and on the AVACRAFT site. Asha and Vivek also use “Fulfillment by Amazon” services to help warehouse, pack, and efficiently ship their wares, saving them time and money they can invest in expanding and improving their product line.

But Asha and Vivek worry that the Federal Trade Commission’s ongoing efforts to dismantle Amazon’s integrated services will hurt small businesses like theirs by making advertising, warehousing, and shipping more expensive and less effective. 

“Amazon’s online marketplace is the secret ingredient in AVACRAFT’s success,” Asha said. “We don’t want to change that recipe.”

To learn more about AVACRAFT, visit https://avacraft.com/.