Keith Mirchandani

Keith Mirchandani,

Tristar Products, Inc.

A Pioneering Leader

When entrepreneur Keith Mirchandani founded Tristar Products, Inc. over 25 years ago, his garage served as a makeshift office. Keith wanted to offer products that create solutions for everyday people, helping to make life easier and less stressful at a price the average consumer can afford. Over the last 25+ years, Tristar has flourished from a fledgling startup to a direct-to-consumer (DR) industry leader building #1 brands worldwide with over $1 billion in retail sales.

Some of Tristar’s first big hits were the Hook & Hang Closet Organizer, the Steam Buggy Cleaning System, and the Banjo Minnow Fishing System. As Tristar became globally prominent, the company responded by building a 65,000-square foot production facility at headquarters in Fairfield, NJ. Not long after, Keith introduced the Genie Bra to market. Practically overnight, the Genie Bra became the #1 best-selling seamless bra in America, selling over 100 million units internationally, and in the process, changed the perception of an entire culture about what a bra should be.

"Tristar’s success relies on our established brands, proven international and domestic distribution channels, media power in more than 100 countries, and the best team in the industry."

When Tristar introduced a 9.5” square-shaped non-stick pan to market, the pan came with various cooking accessories and offered consumers 25 percent more room to cook vs. the same-size round pan. The pan also helped make cooking healthier by eliminating the need for added fats or oils with its never-before-seen Cerami-Tech Non-Stick Coating. Copper Chef soon became a household name; the 9.5” square pan was one of the best-selling and most sought-after non-stick pans in America. Not long after, the Copper Chef brand was launched and various line extensions followed.

Tristar’s newest brands include Emeril Everyday and PowerXL. In partnership with celebrity chef, entrepreneur, and philanthropist Emeril Lagasse, Emeril Everyday is a collection of countertop appliances carefully curated to perfect nearly every type of meal and cooking experience. Emeril Everyday calls consumers to “Invite Chef Emeril into your kitchen” to enjoy more delicious, more expertly cooked meals with very little effort. PowerXL is a line of functional, high-performance kitchen and home appliances designed to simplify everyday life using the latest in cutting-edge technology. Products include air fryers, grills, blenders, and more. PowerXL was recently named the #1 best-selling brand of air fryers in America.*

The Difference

What differentiates Tristar in the market today is the company’s unique 360° omni-channel strategy that combines DR marketing with a traditional branded approach to appeal to both the DR customer and mass consumers of varying demographics. Most recently, best-selling brand Emeril Everyday utilized a celebrity brand partnership with chef Emeril Lagasse in combination with exposure via DR TV and home shopping networks, retail stores, interactive websites complete with recipe database, expanded social media and influencer campaigns, and TV appearances. Content is customized with both traditional CTA-based and emotionally evocative messaging in order to appeal to multiple target audiences. The result is a powerful collection of brands that transcend demographic boundaries in popularity, cultural relevance, and mass appeal.

Keith and his team are often the first movers into a new market segment due in part to Tristar’s significant media power. Tristar’s PowerXL air fryer was the first of its kind to market, and as a result, it enjoyed a marked advantage over competitor products. The PowerXL brand was later named #1 best-selling brand of air fryers in the United States* and is currently expanding with various extensions into a complete line of appliances for both the kitchen and the home.

Tristar‘s 25 years of best-selling success in the DR segment have allowed the company to refine its marketing strategy to be as ROI efficient as possible while simultaneously incorporating a traditional branded approach. Keith and his team believe that the key to a successful campaign starts with first identifying a problem millions of people face every day—that a truly innovative solution that saves consumers time, money, and effort sold at an affordable price is immediately desirable. Listening to customer feedback is of paramount importance to the Tristar team when choosing the right solution. The team believes that a correctly chosen product will saturate the market and succeed with mass appeal as long as it has the necessary media power behind it in order to reach the consumer at all relevant touchpoints.

Customer Satisfaction

The Tristar team thrives on customer feedback, and customer satisfaction is the company’s #1 priority. Tristar’s motto: Always listen to the consumer at all stages of the buying funnel. Keith and his team know that as trends change, consumers’ buying habits evolve, and in order to stay ahead, the company must always be acutely aware of consumer opinion. Tristar employs a full-service team of highly trained professionals whose focus is to make sure every consumer has the most positive experience possible.

Recently, Tristar launched the PowerXL brand, centered on the PowerXL Vortex Air Fryer. Tristar identified a void in the DR marketplace for an affordable air fryer that provided superior crisping results vs. competitor units. The PowerXL Vortex Air Fryer uses Turbo Cyclonic Air Circulation in combination with an Interior Vortex Wall built into the cooking chamber to promote consistent, even air flow. The result is maximum crisping on all sides, not soggy or half-crisp results.

Looking towards the Future

Tristar Products, Inc. markets products designed to make life easier and more enjoyable for millions of consumers at prices they can afford. There is now a budget-friendly product available to the mass consumer that makes life significantly less stressful in a variety of situations. Initially, similar products introduced to market were cost prohibitive, so the majority of consumers were not able to benefit from many solution-based ideas available for purchase. Superior innovation at the lowest possible prices has enabled Tristar to create #1 brands worldwide for more than 25 years.

Both the Emeril Everyday and PowerXL brands are set for expansion in 2020. Emeril Everyday is a carefully chosen collection of electric countertop appliances in partnership with award-winning chef Emeril Lagasse. The brand features an intuitive unit designed to elevate almost every type of meal and cooking experience with enhanced cooking skill and higher-quality results than competitor units. Various line extensions are planned.

PowerXL is a line of functional and affordable kitchen and home appliances designed to simplify everyday life. Products include air fryers, indoor grills, blenders, and more. After being named #1 best-selling brand of air fryers in the United States,* PowerXL is currently in the process of transforming into a comprehensive line of easy-to-use, high-performance appliances that take as much work away from the consumer as possible during countless at-home tasks.

Strategy-wise, Tristar is leveraging new and emerging channels in order to increase consumer awareness. New social campaigns are expanding in innovative ways and are already successful. For example, Tristar was able to expand the Emeril Everyday paid Facebook campaign by scaling its budget in Q1 and Q2 of 2019. The result was a threefold increase in the volume of purchases; ROI was maximized while impressions were increased. The goal of the Tristar team is to be where the consumer is, and they believe social media is a large part of that. Tristar is constantly finding new ways to make it easier for a consumer to find its products, whether it be brick and mortar, online, or on social media.

Keith is a dedicated husband, father, and philanthropist. He has been married to his wife, Anjali, who heads Tristar’s Direct to Consumer division, for over 20 years. Anjali and her team are responsible for every aspect of TV media buying and planning at Tristar.


Tristar Products, Inc.


Keith Mirchandani


Tristar Products, Inc. is industry recognized as the premier direct response market leader worldwide.

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