Think of cooking without using water and oil. If you have heard of AMC, it’s possible. A lot of health-conscious families are warming up to this new age style of cooking. Swiss-based Alfa Metal Craft (AMC) has released its latest cookware range which dispenses with the need to add water or oil to vegetables and is based on induction heating. It relies on the humidity in the vegetable cooked over a medium flame to cook well.

According to a company release, the latest cookware series was first released globally in 34 countries where it received a very good response, and it’s now being tested in the Indian market.

The only problem – as with any other AMC products – is the price. It costs around Rs 9,900 upwards with an average price of Rs 25,000/- for five items. You also get free an Indian cookbook with 115 recipes and a 30-year warranty. The AMC products are sold through its direct selling associates only. Ask the DSAs about the price and they will tell you that good health doesn’t come cheap!

AMC enjoys a strong presence in south India. The reason, according to its CEO, Robert Humbel, is because “in the south, more housewives love to cook food.” An overwhelming majority of the company’s DSAs are housewives and their marketing strategy is quite simply out-of-the-box. They don’t promote the products by knocking on your doors and being a hindrance like other sales people, but use what is known in their parlance as the “party system”. For example, a DSA throws a party to her friends, relatives and neighbours to sample the dishes cooked on an AMC cookware. Chances are some of the guests are already impressed with it. After the party, the DSA makes a follow on call on other prospective customers to strike a deal. A pleasurable business, alva?