Clay Craft India – the Jaipur based Bone tableware manufacturer, has inked pact with Celebrity Chef Sanjeev Kapoor to develop and launch a premium range of Tableware products under the Brand Sanjeev Kapoor. Bharat Agarwal, Managing Director, Clay Craft India Pvt Ltd said, “It’s our strong belief that the brand Sanjeev Kapoor will redefine the premium space in Fine Bone China category in India.” “The product line is very versatile and offers wide product options to consumers in terms of varied shapes and colours backed with our quality manufacturing,” he added. Commenting on the product launch Chef Sanjeev Kapoor said, “Today, food is not merely limited to the senses of taste and smell, but has gone beyond this to also include the senses of sight. As the Indian consumer grows their knowledge of food, they are also becoming extremely exposed to the variety of things that go along with food.” He further added, “The modern consumer is becoming smarter in their choices, hence there is a growing need for the industry as a whole to evolve and meet these demands. Keeping this in mind, we have weaved in the lifestyle and fashion elements in our newly introduced tableware range, which has been designed in the manner that the color schemes and shapes meet the contemporary and changing preferences of consumers today.” Elaborating on the product philosophy, Vishal Sinha, Business Head, SK Brands Pvt Ltd asserted, “Our focus is to bring-in products that will add the lifestyle experiential quotient to the house-ware and kitchenware segment as there is an evolving trend for products, which are aesthetically suited to modern settings.” Handcrafted by the skilled artisans of Jaipur, Sanjeev Kapoor range of fine Bone China tableware products include products from elegant tea sets and ice cream cups to humble apple bowls, thereby keeping in mind the changing lifestyle preferences of the modern Indian consumer. Adding a twist, one can choose accessories in different shapes such as jelly dish, basket bowl, boat, and ramekin. These sets are part of the line of houseware products launched recently at selected stores of HomeTown in Ahmedabad, Delhi (Rohini), Noida, Gurgaon, Mumbai and Kolkata.