Stylising bath lines

A German based luxury sanitary fittings company, GROHE is one of the affluent names that had brought international standards to the Indian luxury sanitary fittings. In an interview, Mathew Job, VP and MD GROHE INDIA PVT. LTD talks about the success of the company.

Sahiba Sachdev (SS): What inspired you to enter India? 

Mathew Job (MJ): India is a fast growing market for premium products and is expected to gain momentum in the next few years. Indians are increasingly willing to spend more on premium quality sanitary products and are becoming extremely value conscious. Thus, GROHE with its range of products designed and developed especially for the premium and mass premium segment is well positioned to address the needs of customers in India. 

SS: What changes have you made in your brand identity to make it suitable for the Indian market? 
MJ: Since the Indian consumer is becoming increasingly globalised, many are already familiar with our brand and have been exposed to our core brand values. We have not felt the need to alter our brand identity in any way because GROHE product quality, technology, and design are renowned all across the global markets. In the last three years, GROHE has carved out a leading position in the premium segment with a strong backing of superior product quality and customer services. Most of the GROHE products that are available globally are already available in the Indian market. In fact, we are now launching a product line that will specifically cater to the Asian market. 

SS: What is the worth of sanitary fittings market in India?
MJ: The sanitary fittings market in India is worth Rs 2000 crore. Till now, it has not grown to its full potential. The reason for this shortfall is that the industry has not reached out to the wide range of customers. They are not fully aware about the product range. There have been many exciting new changes in product offerings in the last few years and now there are better options available for the consumers.  

SS: What makes you different from your Indian competitors? 
MJ: GROHE is a German brand ubiquitous worldwide, a global market leader and the world's largest single-branded manufacturer and supplier of bath fittings that offers premium-quality products delivering the perfect flow of water. We define the brand as a perfect blend of quality, design and technology. 

GROHE quality is more than just a promise, it is a guarantee that all the products meet and exceed the expectations of our consumers. Each product is tried, tested and proven to excel in every aspect of performance. 

Innovation– GROHE as a brand believes in constant innovation. Examples of Grohe innovation include the introduction of over a 100 new products at ISH and the revolutionary digital range, Ondus. Products like the Rainshower® Rainbow collection, Euphoria water saving range with EcoJoy technology, the new black and white finishes for the minimalist designs of Quadra and Veris, Nova light flush plates and the all new wood finish wall plates are just a few examples of Grohe’s constant endeavour to innovate and excite.

Technology - Silkmove™, CoolTouch™, Dreamspray™, Turbostat™, and Whisper™ technologies are each conceptualised for a comprehensive understanding of our customers’ specific needs. Moreover, with our GROHE EcoJoy™ technology our customers can effortlessly save water and energy.. 

SS: Tell us about the network of your retail channels in India?
MJ: GROHE has a well spread network of dealer showrooms in India. Our in-store visual merchandising approach depends on the category of the store. Store designs across all categories have a similar theme because we want that the consumer be exposed to a consistent image of Grohe for maximum impact. 

SS: What challenges did you face while foraying into India? 
MJ: The lack of trained plumbers was a huge concern for us when we came to the Indian market. Globally, plumbers (installers) are a major focus group for us. We work with them; train them, and get feedback from them about our customers. Plumbers are our greatest marketing research tool and we were concerned that plumbers in India were not organised to a great extent to allow us to benefit from this resource. This is something we hope to change gradually in the coming years.

SS: What are your future plans?
MJ: We believe that the sanitary fittings industry is growing at a significant rate every year. There has also been a dramatic increase in the rate of construction in the past couple of years be it residential, hotels or commercial and this boom is expected to continue in the coming years as well. In addition, consumers are now willing to spend a lot more on making their bathrooms look and feel good. They are also more aware of the possibilities and the options available, this in turn allow them to make better informed choices in terms of fittings. These factors when taken together i.e. the growth rate, the increase in construction and more money flowing into the sanitary market, will ensure a robust growth for the industry in the foreseeable future.