Eyeing a 30 per cent share in the domestic microwave oven market, electronics major Samsung India has roped in chef Sanjeev Kapoor as its brand ambassador for the category.
"This association brings together the most celebrated face of Indian cuisine today with the leading microwave oven brand, Samsung," the company said in a statement.
At present, Samsung has 17 per cent share in the 1.2 million units strong domestic microwave oven market, which is expected to become 1.5 million units in the current year.
"Samsung through its association with celebrity chef coupled with country wide marketing and promotional activities is now targeting a 30 per cent market share in the segment," a company official said.
The company would also undertake below the line marketing activities such as organising cooking classes in select regions for promoting its brand.
"The cooking classes will enable consumers to understand that they can use Samsung Microwave ovens as a cooking device for Indian dishes rather than a mere reheating device," Samsung India MD R Zutshi said.