The Hindu Business Line : German major Hansgrohe to reinvent bathrooms

It’s bathrooms that will get a facelift. Hansgrohe India, the newly formed subsidiary of the German plumbing products major, has set its sight on the growing renovation market in India, besides residential and institutional sales.

The company is working to turn bathrooms glamorous with its range of high-end products and will be investing close to around Rs 5-6 crore for marketing and branding related activities. “Renovation is a big market and it is making its presence in India too. Globally, bathrooms are remodelled thrice during an individual’s lifetime. The trend is very visible in India as innovative designs, latest technology, and changing consumer preferences are driving the growth of sanitaryware business in the country,” Mr Nicolas Matten, Managing Director India operations, told Business Line.

Jaquar connection

Hansgrohe, which set up its 100 per cent wholly owned subsidiary in Pune last week, already has a presence in India since 1999 through its association with domestic sanitaryware company Jaquar. The product range is sold through the top 100 dealers of Jaquar in India.

While Hansgrohe India will concentrate on training the team and building brand awareness, Jaquar will continue to focus on sales. Stating that bathrooms are no longer mere appendages to the bedroom, he said they are emerging as a style statement. The spend on bathrooms, too, has gone up significantly over the last decade or so.

The overall sanitaryware market in India is estimated to be Rs 800 crore and is growing at a rate of 30-40 per cent annually. The company is targeting a market share of five per cent of the organised market in the next three years.

“Bulk buyers and institutional sales are extremely important to us and we are betting big on three aspects of the brand — glamour, service and experience,” Mr Matten said.

Asked if Hansgrohe is planning to set up a manufacturing facility in the country, he said, “We may consider it over a period of time, though no immediate plan is on the cards. Besides, an Indian consumer’s preference for imported goods is still very high.” Hansgrohe India has introduced three of its premium and luxury brands - Hansgrohe, Axor and Pharo - in the country.

India presence

“Branding and training will form the key to our presence in India,” he said, adding the company will establish its offices in New Delhi, Bangalore and Chennai soon.

Hansgrohe’s range of complete bathroom accessories costs anything between Rs 5,000 and Rs 3 lakh. With over 26,000 products in its portfolio globally, it clocked a turnover of €569 million in 2006.

More Stories on : Strategy | Outlook | Interiors & Homes

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
German major Hansgrohe to reinvent bathrooms

AAAI, Ad Club Mumbai join hands to host Goafest ’08

Reliance, IOC to go slow on city gas venture

H&R Johnson to market INAX products

Soon on the outsourcing list: Pizzas

Parryware unveils new collection