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Keith Mirchandani - CEO

When you team up with Tristar, your primary partner becomes Keith Mirchandani
Keith’s number one brands have become household names including the Genie Bra, the Power Pressure Cooker XL, the Jack LaLanne Juicer, the Flexable Hose, the Ab Roller, CopperWear and most recently, Copper Chef Cookware.
Keith Mirchandani is a visionary in the direct-response marketing industry. Over twenty-five years ago, he saw potential in the market and identified a huge opportunity.

Mirchandani became the first direct-response leader with the vision and the foresight to create brands that could power his leading products and generate an open pathway for new ones to follow.

He invented the talk-mercial that elevated infomercials from the classic hard-sell into the world of info-tainment. This breakthrough formula combined the best of a talk show format with the best of an infomercial. He used talk show celebrity Montel Williams and created this new form of sales promotion. Viewers eagerly watched this innovative form of on-air selling and they responded with a passion and loyalty the industry had never experienced.

As social media emerged, Mirchandani pioneered an innovative business model that leverages direct-response advertising, social media campaigns, e-commerce, and retail distribution. The results established number one brands domestically and internationally.

Tristar Products’ number one brands have become household names including the Genie Bra, the Power Pressure Cooker XL, the Jack LaLanne Juicer, the Flex-Able Hose, the AbRoller, Copper Wear, and most recently, Copper Chef Cookware.

Like many successful entrepreneurs and industry icons, Mirchandani started Tristar Products with nearly nothing. In the beginning, he operated out of his garage, and eventually drove the business to become a Fortune 5000 recognized company that has grossed over a billion dollars in sales. After 25 years, Tristar now employs over 100 people across the United States and in Europe, South America, and Asia.

What makes Tristar Products so unique is its 65,000 square foot state of the art studio and production facility. This allows Tristar to control brands and inventions from concept development through every stage of the marketing mix including domestic and international distribution.

Mirchandani is a husband, father, and philanthropist. He most recently extended his education and graduated from the Owner / President Management Program at the Harvard Business School. His mission in life remains: to develop and market high-quality products at extremely good value that improve people’s health, well being, and quality of life.

That vision inspired Mirchandani 25 years ago and it still drives Tristar Products today as it continues to dominate domestic and global markets for itself and its partners. Keith combines the dreams of his partners and the passion of his celebrity network to create a powerhouse of branding that provides the foundation for the future of continued growth and success.
When I started Tristar it was my dream. Now it is the catalyst that makes the dreams of our people and our partners come true.

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