CW Interiors |
Industry Take | September 2014

Premium choices

Amit Gadkari, Country Head - Tableware, Bath & Wellness, Villeroy & Boch throws light our the bath and sanitaryware industry in India.

Tell us about the bath and sanitaryware industry in India.
The rapidly growing Indian market offers great opportunities in the project business area. The bath and sanitary industry is divided into the unorganised market, consisting of local players, and the organised market comprising international brands. The unorganised players are shifting to the organised sector, with a growth rate of 30% year-to-year. The organised market is growing at 20% year-to-year, thanks to the concern for local needs and varied price points.

What is your contribution to this growth?
Villeroy & Boch is contributing to the high-end segment, offering premium and innovative products and complete bathroom solutions that give additional value to the customers.

What is your market positioning and USP?
It is our vision to be the preferred brand in premium segment in the bath and wellness industry. Our USP lies in our sustainable and inspiring products that are replete with modern innovations and a European edge. The combination of innovation and tradition is at the heart of the Villeroy & Boch´s brand strategy and it is the key to our more than 265 years of continued success. The brand is present in 125 countries across the globe.

Tell us about your competitors.
What differentiates us most from competition is the equal significance given to tradition and innovation - without tradition there can be no innovation and without innovation, the tradition cannot be continued.

Which is your best-selling product?
In India, it is Purestone in retail, and Subway and Subway 2.0 in institutional sales, while worldwide, it´s DirectFlush and Subway 2.0.

Which is your most innovative product?
Currently, our most innovative product is the rimless DirectFlush WC. The conventional flushing rim is replaced with an intelligent water flow that rinses the entire interior of the bowl, without over-splashing. Even without manual cleaning, DirectFlush WC is exceedingly hygienic. Given its high flushing efficiency, it is ideal for residences, hospitals and hotels.

What is currently trending in this industry?
Easy-to-clean products and materials, spacious shower areas, nature-inspired designs and innovative lighting concepts are currently trending.

What does the future hold for you?
India is an emerging market for us, but its huge size and social structure poses a challenge. We aim to be the first choice in the premium bathroom and sanitaryware segment. Also, we are constantly looking at extending our innovation portfolio.

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