CW Interiors |
Special Feature | February 2014

Smart sanitaryware

A quick look at the sanitaryware industry in India, and the shape of things to come...

A recent report by PricewaterhouseCoopers stated that the sanitaryware market in India, which is worth approximately Rs 20 billion (2000 crores), has been growing at a CAGR of 12.5 per cent since 2010, and this trend is expected to continue through to 2016. Clearly, the slowdown has not affected this segment of the market. In fact, reports state that the Indian sanitaryware market currently accounts for eight per cent of the global production and ranks second in terms of volume in the Asia-Pacific region. Now that´s a lot, isn´t it? It comes as no surprise, then, that more and more new products, new facilities and new international brands from this segment are entering, or are planning to enter the Indian market.

Market watch
Currently, the organised segment comprises 60 per cent (approximately) of the sector, with brands in tough competition for market share. Kajaria, one of the leading brands in India for tiles, has recently ventured into sanitaryware with its brand Kerovit, which is slated as an affordable luxury brand. Kerovit products are available in all authorised Kajaria Ceramics dealerships, at prices starting from Rs 1,500. While the emphasis is on design, water saving and competitive price points, increasing competition is also ensuring better quality and great after sales service.

Bollywood connection
Heavy spending is seen even in the marketing of sanitaryware brands. Leading brands like Cera and Kajaria have roped in well-known brand ambassadors like Bollywood actors Sonam Kapoor and Nargis Fakhri respectively. Identifying India as a market with great growth potential, many international brands have made their foray into India. One such brand is Caroma from Australia, which has recently launched a flagship store at Delhi´s MG Road. The emphasis in Caroma´s offerings is on water conservation.

Automating life
Hindware, another leading sanitaryware brand in India, has also been promoting its water-saving sanitaryware products. Their recent range ´Automate´ is a WC which intelligently performs the necessary functions for a clean and hygienic bathroom lifestyle. Apart from flushing, the soft-closing seat cover employs hydraulic action, so that the user does not bang it after use. In addition to this, the moment the user leaves the closet after use, it flushes and deodorises automatically. There is a function of pre- and post-flush. All the functions of ´Automate´ are controlled by a remote control which comes along with this EWC.

In conclusion, one can say that design, water conservation and good quality seem to be the most important product attributes for the movers and shakers of the sanitaryware industry today.

C. Bhogilal & Co.
Tel: 022-4085 8585

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