The Hindu Business Line : Hindustan Sanitaryware to expand kitchenware biz

HINDUSTAN Sanitaryware & Industries Ltd (HSIL) is expanding its kitchen business. The company, which diversified into kitchen sinks a while ago under its Hindware brand, is now introducing chimneys and hobs. In the next seven months, it will also launch a range of appliances including microwave ovens, toasters, water purification systems, dishwashers and sterilisers, said Mr Ved Berry, Head (Marketing and Kitchen Division) HSIL.

Speaking to Business Line here, Mr Berry said the company hopes to leverage its sanitaryware distribution network for its kitchen business. Referral trade is also another source it is tapping. The kitchen sinks' success has proved that retaining the Hindware branding has been accepted, he said.

According to Mr Berry, the Rs 180-crore chimneys and hobs market is growing between 40 and 50 per cent annually. There are several players and the market is fairly disorganised with no standard margins or discount methods, Mr Berry said.

While Faber accounts for about 70 per cent of the market share, the company in second place accounted only for 13 per cent, the gap indicating that there is enough opportunity for HSIL to exploit, Mr Berry said.

Hindware chimneys and hobs are priced between Rs 3,900 and Rs 30,900, on par with competitors. The "tangible product plus" is that they are made of pure stainless steel which is non-corrosive, he said, adding that they cost more to make than others in the market.

The company has launched 17 models of chimneys and 10 varieties of hobs, which far outstrips the choice currently available, Mr Berry claimed. Now being launched in phases, they will be available countrywide by the end of January 2006 in around 2,000 outlets.

Mr Berry said the company aimed to be numero uno in the bathroom and kitchen design segments in the next five years. Some time ago, the company went in for a change in brand identity as HSIL, with `Bathrooms, Kitchens & Beyond' being its tag line.