The Hindu Business Line : Hindustan Sanitaryware's new campaign to focus on South

IT promises sanitaryware `whiter than the whitest white' but that's not all Hindustan Sanitaryware and Industries Ltd (HSIL) has up its sleeve this year.

The company, which is running a campaign promoting its Star White range of products, plans a change of image and intends to franchise exclusive retail outlets, to make inroads into the South where Parryware is the major brand.

Speaking to Business Line, Mr Ved Berry, Head (Marketing), said that the company, which was the leader in the business with an all-India market share of 41 per cent, would launch the new campaign in April. The endeavour was to portray HSIL products as `lifestyle' products and not merely as those that came to mind only when they had to be used, he said.

The new campaign would be rolled out nationwide but media usage would be heavier in the South, Mr Berry said. It would use a lot of outdoors and also run on television, FM radio and in cinemas, he added. Madison Creative is the advertising agency handling the brand, he said.

HSIL is hiking its spend on improving its product display at dealer outlets. Pointing out that sanitaryware mostly lies on the ground at such stores, he said the company was taking steps to remedy that.

In the first week of March, it is launching a waterless urinal, which would save about 1.5 lakh litres of water per year.

This costs around Rs 10,000 but there are virtually no installation costs, Mr Berry said, adding that it would suit men's restrooms in public places and offices where usage is high. A patented sealant in a cartridge traps the urine and as there is no water to trap it, there is no odour, which negates the need for cleaners and odour control products, he said.

The cartridge needs to be changed only about four times a year and is bio-degradable. The company would use direct marketing and select journals to market these systems. It has been developed with the technical cooperation of BVG Falcon Waterfree Technologies, which is the Indian associate of a US-based company, he said.

HSIL has also started marketing the Keramag brand of sanitaryware, which it imports from Germany. Prices range from Rs 20,000 to Rs 70,000.

It also markets another imported range called Italian Collection, priced from Rs 14,000 to Rs 25,000.

Hindware, its domestic range, is priced between Rs 4,500 and Rs 22,000.

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