The Hindu Business Line : `Bathrooms have become fashion statements'

Bangalore June 26 Judge a man by his shoes, and a home by the bathroom, goes an adage. Perceived as a mere necessity till a few years ago, bathrooms have now evolved into style statements thanks to the growing international exposure of the average customer.

Advertisements for leading sanitary-ware products are proof enough of the changing scenario. "Bathrooms reflect style, contemporariness and even the owner's personality. They are perceived as fashion statements," says Mr K.E. Ranganathan, Managing Director, Parryware Roca Pvt Ltd.

Innovative & aesthetic

Today's trend is to own something new, innovative and aesthetic. More importantly, customers seek dependable after-sale service, he says. Minimalist bathrooms (with no bulky bathroom products), dry bathrooms and aesthetic designs are emerging as strong customer preferences, he adds. Walvit pans, concealed cisterns, bowl basins, and cabinets are becoming fashionable and reflect the minimalist trend in bathrooms. Shower enclosures, shower temples, and glass partitions to clearly keep their bath areas dry are in. People are also willing to indulge in products that work on the hydro-therapy platform with massage jets that have twin flow of water that open the skin pores and give a massage feel in the privacy of their homes. Ms Indira V. Sharma, Vice-President - Marketing, Brigade Group, adds that the demand for border tiles or motif tiles with luxury specifications has also caught on.

Getting into budget specifics of customers, Mr Ranganathan says that the spend levels on bathrooms have gone up from Rs 40,000 to Rs 2.5 lakh per bathroom over a span of eight years. On an average, he adds that Parryware Roca sells over 80,000 bathrooms in a month.

Mr Mahesh Kalro, Associate Vice-President, DivyaSree Developers, feels that toilet fittings are a personal choice and budget-driven. "However, a client tends to go over his budget, or does not mind doing so." Customers prefer to compromise on other choices to balance budgets, he adds.

From what industry players say, it seems that customers don't mind looking at imported products too, if they would help project their lifestyle. Mr Avinash Prabhu, Managing Director, Skyline Construction & Housing, says that international brands in bathroom fittings are in demand. "Suddenly, the trend has become lifestyle-oriented, and people want to project their lifestyle."

Mr Ranganathan supports this view by saying that Parryware Roca's imported products category has registered a growth of 30-40 per cent since its launch three years ago. As Mr Jack Bastian, Director - Marketing and Sales, Sobha Developers, says that today's customers "don't mind paying a little extra to get what they want."

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