Amid ongoing LPG cylinder shortages across several parts of India, marked by supply delays, refill constraints and longer waiting periods, daily cooking routines have been disrupted for many households. In response, Godrej Jersey, a subsidiary of Godrej Agrovet Limited, has put forward a practical approach to help consumers adapt during the crisis.
Through a recent content initiative, the brand is encouraging households to adopt alternative cooking methods using appliances such as microwaves, air fryers and electric kettles. It highlights that meals like pulao, paneer dishes, sandwiches and chaat-style snacks can still be prepared without LPG, promoting flexibility and creativity in Indian kitchens. The campaign also emphasises family participation in cooking, reducing reliance on food delivery while fostering stronger connections at home.
Addressing the situation, Shantanu Raj, Head of Marketing at Godrej Jersey, said the initiative aims to inspire confidence and innovation among consumers, adding that Indian kitchens have always been resilient and adaptable in times of uncertainty.
In Guwahati, the LPG shortage has begun influencing consumer behaviour, with a noticeable rise in demand for electrical kitchen appliances and ready-to-cook options. Retailers report increased inquiries for alternatives that reduce dependency on cylinders, indicating a gradual shift in urban cooking patterns.