The BD Goyal Group, a well established Business Conglomerate under the chairmanship of Kailash Chand Goyal decided to launch Essel Kitchenware in 2001. The main thrusts were EPS Disposable tableware and dinnerware and Cellular Expanded Polythene, commonly known as EPE, a material widely used in packaging, sports good, thermal insulation, cushioning, making expansion joints in buildings and so on. Eatons, a brand built specifically for disposable dinnerware and tableware was launched in 2005.