The Sound of Something Cooking.

The Seeti

Chances are, that you will most likely recall this urgent sound; right up there with a clock’s “tic,toc”, a telephone’s “tring, tring” or a doorbell’s “ding, dong”.

Lovingly christened by Indian Housewives as ‘Hawkins ki Seeti’ or Hawkins’ Whistle, it is primarily the giving-off of steam from a pressure cooker at high speed that sounds exactly like a whistle. This distinct sound is regarded as the hallmark of most Indian households and the proof of existence of a great icon of the Indian kitchen - the quintessential Hawkins Pressure Cooker!

Iconic Advertising

In fact, the sound of the 'Seeti' will invariably remind you of this hummable jingle from a 1980s ads for Hawkins Pressure Cookers featuring actress Neena Gupta:

Hawkins ki seeti bajey,

Khushboo hi Khushboo udey,

majedaar, lazzatdar, khana hai tayyar, haan ji, khana hai tayyar!

For years Hawkins had tried to convince Indian housewives about how fuel efficient and time saving pressure cookers were in comparison with of regular utensils when it came to cooking Indian dishes. However, what struck the chord, was this wonderfully composed jingle that showcased how any kind of Indian dishes can be prepared in a Hawkins. This iconic ad put Hawkins Pressure Cookers right in the middle of middle-class Indian kitchen and established itself as the undisputed leader.

The Road to Success

Hawkins, one of the largest pressure cooker manufactures in India, began its journey in 1959. Started by H.D. Vasudeva as Pressure Cookers and Appliances Ltd, in technical collaboration with L G Hawkins & Co Ltd of England, it was later run by his son, Brahm Vasudeva.

The Hawkins Universal trademark was acquired by Hawkins Cookers Ltd in 1986 and company name was changed from Pressure Cookers & Appliances Ltd to Hawkins Cookers Ltd.

Although Hawkins started with pressure cookers and became synonymous with the category, the brand also kept innovating and introducing newer product lines. From the not-so-successful Hawkins Inframatics to the aesthetically pleasing Futura line of anodised cookware, the folks at Hawkins have constantly redefined the kitchenware category.

What Hawkins Did Right

Of course, the brand’s advertising hasn’t been as pronounced as it was a few years ago, Hawkins has consistently managed to be a quintessential part of Indian kitchens over generations. Earning trust and standing for high quality cookware for over six decades.

As a corporate Hawkins has always abided by the principles of responsibility and fair play. They believe in the idea of seeking excellence and staying focused. Despite having experimented with some product lines, their hard focus has always been pressure cookers and cookware.

A strong brand and a strong product always brings long-standing value despite changes in the environment. The power of brand Hawkins has been their deep consumer understanding. From the pre-liberalisation era where value and savings were paramount to the post-1990s where lifestyle became important, Hawkins has been introducing extensions and upgrades that have addressed practical need with trusted safety and performance.

Today the market is extremely dynamic. Number of value and quality players have entered the market. Indian kitchens have changed in the way they look, how they are used, what they have etc. Men have started taking interest in cooking and kitchen related decisions. Cooking technology and mediums have advanced; use of lighter or lesser cooking medium, international cuisine on regular basis, open kitchens, adoption of inducting cooking etc. all have redefined the kitchen landscape. Yet Hawkins has managed to stay relevant and contemporary by delivering consistent value to its ultimate customer without compromises.