Delta Faucet Company is a wholly owned subsidiary of Masco Corporation, one of the world's leading manufacturers of home improvement and building products and is now coming in India to cater the niche clientele. Pioneering in innovation, Delta products cater to pampering needs of the consumer. Combing fashion and luxury with the best technological innovations across the globe, Delta now targets India, China and Brazil. In a candid conversation with Retailer, Hans-Juergen Kalmbach, Vice President International reveals his growth plans in the country.
Saniya Seth (SS): What are your strategies to penetrate the Indian market? Are you coming in through a joint venture or licensing?
Hans-Juergen Kalmbach (HJK): We are coming to India as a fully owned subsidiary. We believe in taking destiny in our own hands, hence are not getting into franchising or licensing.
SS: Who is your target audience in India?
HJK: We are targeting medium high and the premium segment. We have a superior product called Brizo that is designed by Jason Wu keeping in mind the niche clientele of Delta. The Brizo brand is the primary sponsor of fashion designer Jason Wu's fashion shows, and is the first national sponsor of the St. Jude Dream Home Giveaway.
SS: How is Delta ensuring quality services, before and after sales?
HJK: We are in the process of setting up a local warehouse for better availability of products. We will be visible in eight to ten cities. As of now we are focusing on distribution. Later we will set up factories.
SS: Who do you consider your competition and what strategies are you adopting to deal with the same?
HJK: We will face great competitors here in India. Delta faucet reflects innovation and this is the key differentiator. We not only meet the specifications to satisfy consumer expectations but have also worked very hard to invent smart technology that saves water.
SS: Delta has won the designer wall award at Acetech. Please comment on the same.
HJK: The product that has won the award is a bathroom faucet that has been designed by Jason Wu. We have developed touch and hands-free technology, which makes us stand out from the rest. Our association with Jason has been for over eight years now.
