Taking the Campaign Forward

Ab kitchen mein badh rahi hai mardo ki bhaagedaari

We started off with a pressing concern – something we had observed through ages and generations. The kitchen duties were taken up by the women alone. This irked us and we introduced Rasode Mein Mard Hai – a campaign that changed the way kitchen duties and roles were perceived.

So many discussions, posts and 3 full fledged TVCs with male stars we knew the conversation had begun.

Once we knew that we had at least hit the subconscious of the audience – half the battle was won. We had introduced the idea, and now what we had to see was the acceptance and understanding on this.

So, through months, we went on – ground and spoke to many more men and women to understand what they thought about this concept.

What we found was that men were taking a notice on this issue and were trying to adapt themselves to redefine how most Indian households perceived cooking. While the men were changing the women too applauded this initiative. We realized that as a brand that was now a legacy – we had taken a stand which was welcomed with open arms by all gender and ages alike.

This acceptance has been translated into 5 different scripts where we take the thought forward and now have normalized the idea of men discussing about cooking, food and other kitchen roles as seamlessly through their day as a woman would.

With our heart in the right place and our minds ready to accept this new normal we present these 5 interesting scenarios as digital films, where men have taken center stage when it comes to kitchen duties. And guess what – it does not look out of place but looks as if this is exactly how a day in the life of a man could be.

Already Thinking About Cooking?

goes behind making the legend?


Naam Hi Pehchaan Hai- rightly put the name says it all. Each bailkolhu bottle is filled with only the best quality cold pressed mustard oil which ensures the right pungency and perfect taste.With purity being the top most priority, the company has established a state of art NABL accredited lab where all products and procedures are run through stringent quality control tests before moving on to the next stage.


The entire journey for Bail Kolhu, goes through a step by step process of procurement, testing, packaging, 5 micron filtration and distribution. The cycle ensures the oil is devoid of any impurities and gives it the unique color and shine.


We've always believed in attaining customer satisfaction of the highest form. This quest has led us to innovate and deliver what we call únique grip' and ánti skid' handles for our bottles which makes it easy to pour directly from the bottle.


While we've been making our plants more energy-efficient, we're also aiming to achieve considerable production efficiency and savings without sacrificing the quality of our products. Bail Kolhu is packed in Asia’s best state of the art facility which ensures optimum quality and purity, untouched by human hand.


As of now, our products are distributed through a network spread over 200 cities across 13 states of India and expanding. Bail Kolhu is proud to have a store presence in over 1 lakh retailers and counting.


bailkolhu is known to have unmatched flavor and taste that gives it an almost 100 percent customer retention and loyalty. Increasingly stringent regulations to ensure better compliance to our commitment of purity and quality to our customers.

Join the journey of
Bail Kolhu

Bail Kolhu Event

Fri, March 11, 2022 11:30 AM
बैल कोल्हू की नई ब्रैण्ड फिल्म- 'स्वाद से समझौता नहीं'और #RasodeMeinMardHai कैंपेन पंकज त्रिपाठी (बैल कोल्हू ब्रैंड एम्बेसडर) द्वारा लॉन्च किया गया। देखिए इस इवेंट का लाइव वीडियो।
Rasode Mein Mard Hai Event Ended
#RasodeMeinMardHai #Event #Pankajtripathi Watch Here (Live )

Bail Kolhu 'Men' tality

Shooting se fursat milne ke baad ghar lautate waqt raste se sabjiyan khareedate huye jaata hun. Fir wife se kehta hun ki aaj hum banayenge khaana. Darsal, mujhe bada achha lagta hai kitchen mein kaam karna

Manoj Bajpayee


Kayi saalon se ghar se door reh reha hun. Lekin jab bhi ghar jaata hun to Ammijaan se kehta hun ki Aaj ke khaansama hum hain... bula lijiye daawat pe jise bhi aapko bulanaa hai. Fir kya khala se lekar chacha tak sab aa jate. Aur bhaie jab ghar apna hai to rasoi mein hath batane mein kya burai hai!

Nawazuddin Siddiqui


Sangharsh ke dinon mein meri dharampatni ji job karti thi aur hum ghar ka kaam. Abhi bhi jab bhi mauka milta hai khaana hum hi banaate hain. Aur unhe humare haath ke swaad ki aadat bhi hai. Mujhe bhi khilakar badi khushi milti hai.

Pankaj Tripathi


See our men cooking in the Bail Kolhu kitchen

Recent posts
form our Blog

bail Kolhu
2023, Feb 02
5 Reasons Why Men Should Learn How To Cook

(source: Time Use Survey 2023)

Read More
bail Kolhu
2023, Feb 02
Mustard Oil: Health Benefits, Uses & Side Effects

(source: Time Use Survey 2023)

Read More

Less than 10% Indian men are involved in household chores. (source: Time Use Survey 2020)

Read More

Women spent an average of 4.1 hours per day performing unpaid work, while men spent 1.7 hours – that means women did three times more unpaid care work than men, worldwide (source: UN Women 2020)

Read More

See what user posted on Bail Kolhu













Love for #rasodemeinmardhai on Facebook

Media Glimpses of Bail Kolhu

#RasodeMeinMardHai is an empowering concept to equalise gender roles in the kitchen

" The concept shatters the widespread belief that women should take on the bulk of responsibilities in the kitchen. "

The stereotype that the kitchen is a woman’s place is deeply enrooted and indoctrinated in our society. Even in double-income households, the wife has to cook the meals of the day. The #RasodeMeinMardHai, a social initiative launched by BL Agro, an FMCG company with the flagship product Bail Kolhu and the brand Nourish under its umbrella, is a revolutionary concept that aims to bring a sweeping change to this hardened perception.