The Hindu Business Line : Parryware Roca plans shops-in-shops for retail push

To enhance presence
The firm would import products and retail them in 25 of its big showrooms across India.
To franchise 20 exclusive Parryware Roca stores in eight cities by the end of next year.
The unit in Tamil Nadu will begin manufacturing the Roca brand in about six months.

Chennai , Sept. 19

Parryware Roca, the 50-50 joint venture between the Chennai-based EID Parry and Spanish sanitaryware company Roca, will set up shops-in-shops to push the premium Spanish brand.

Speaking to Business Line, Mr K.E. Ranganathan, Managing Director of the joint venture, Parryware Roca, said the firm would import the products and retail them in 25 of its big showrooms across India. It will also franchise 20 exclusive Parryware Roca stores in eight cities by the end of next year.

Glamourooms store

Parryware's own products and retailing will get a boost in 50 Glamourooms stores, the first of which is opening in Kolkata next week, Mr Ranganathan said. This implies better visual merchandising and introduction of software that will help customers visualise their bathroom décor.

Parryware Roca's Rs 60-crore factory at Perundurai in Tamil Nadu (its fourth and most modern) recently went on stream. This is the unit that will begin manufacturing the Roca brand in about six months.

With its commissioning, Parryware's combined capacity stands at 4.25 million pieces per annum, and the joint venture with Roca has catapulted it into the world's top 10 manufacturers of sanitaryware from the 13th or 14th position, says Mr Ranganathan.

Turnover

Parryware's turnover now stands at Rs 250 crore. With the joint venture, it expects next year's sales to touch Rs 300 crore.

Of the Rs 800-crore sanitaryware market, the premium segment accounts for Rs 80 crore and the sub-premium segment for Rs 300 crore. The budget segment contributes Rs 150 crore and the rest is accounted for by the unbranded segment. About 5-6 per cent of its business comes from the premium segment but this is growing at more than 20 per cent per year. It has 44 per cent share of the sanitaryware market.

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