Offering sheer magnificence

Sanitary ware market is an emerging market with innovations in designs & technology. HSIL Limited, with a significant chunk of the market share of about 41 per cent in the industry, is the largest Indian manufacturer of Sanitary ware products. Hindware ai
V Krishnamurthy

Sanitary ware market is an emerging market with innovations in designs & technology. HSIL Limited, with a significant chunk of the market share of about 41 per cent in the industry, is the largest Indian manufacturer of Sanitary ware products. Hindware aims to be a dominant player in the sector, worth Rs 9000 crore and targets at achieving a market size of Rs 100 crore by 2012 & Rs 2500 crore by 2015.


Vrinda Oberai, Franchise India Media had a brief chat with Mr V Krishnamurthy, Head-Marketing, Building Products Division at HSIL Ltd to learn more about the brand’s plans and about the sanitary ware market in general.


Vrinda Oberai (VO): How is the sanitary ware market evolving in India?

V Krishnamurthy (VK): Indian sanitary ware market is estimated to be around Rs 13,000 million, out of which only 50 per cent falls under the organised market. Hindware is currently the market leader, with around 41 per cent of the total market share. The market is witnessing significant growth with major players increasing their production capacities. The key driver for growth has been 100 per cent FDI permission in the construction and housing sector, and also rising incomes of the middle class with increasing demands of replacement of sanitary ware in their bathrooms.


VO: What are the recent trends that you have witnessed/been witnessing being a market leader in the given space?

VK: Globally, people are gradually becoming more aware about the diminishing water resources. Hence, eco-friendly bathrooms are increasingly becoming a popular choice in bathroom trends. People are now also adopting eco-friendly products for their homes and environment. This is bound to become a trend and a lifestyle choice for people in the future. Additionally, one does not have to compromise on style or comfort for their bathrooms to be eco-friendly.


Bathrooms account for about 65 per cent of water consumption in a house. Since, there is maximum amount of wastage here, it’s also the area where potential water saving is greatest and easiest to attain. As a market leader, Hindware offers a wide range of designer, water conserving products.


VO: What have been your recent product offerings and why did you decide to go ahead with the same? What has been the innovation involved?

VK: The most recent offering from Hindware is the WC Nano. It uses a unique foot press flush mechanism to operate, which makes for germ-free operation and can save 124,100 litres of water per WC, per annum. Other water saving models from the company includes Aquafree- a waterless urinal and Enigma which was the first microwave sensor technology urinal in India.  


Additionally, Hindware has recently forayed into the Rs 9000 crore tiles segment by launching Hindware tiles collection. This move takes forward the company’s vision of being a leading provider of home products by adding to its product portfolio and thus making Hindware the complete bathroom solution provider. The latest collection of stylish, trendy and functional tiles comprises fine quality glazed vitrified and full body vitrified tiles, made with a special chroma technology in innovative colours, designs size and finish.


VO: What remains to be your Company’s USP?

VK: Hindware’s products have distinctive features and we take pride in our world class designs, unique space models and water conservation technology that saves more water than most products present in the market today.


Another USP is wide array of choice that we offer to our customers from all segments we operate in.


VO: What are HSIL Ltd’s plans to expand their retail presence? What does Lacasa stand for? Are all the EBOs company-owned or franchised?

VK: With regards to retailing in the sanitary ware segment, we have two Lacasa stores- one in Mumbai and another in Cochin. These are company owned brand stores where buyers can experience sheer magnificence of our products.  Hindware Lacasa showcases the best Hindware products across all categories in an area of 5000 sq feet and offers first hand experience of product features & performances. With the specially crafted ambience, it provides an ideal environment for professionals & business buyers. The store has Hindware’s premium product range across all categories including sanitary ware, wellness, faucets and kitchen appliances segment.


Hindware also has a 100 per cent subsidiary called HHRPL- Hindware Home Retail Pvt. Ltd, which has a chain of large retail format stores under the brand name- EVOK. Hindware products are available across all 5 EVOK stores in Delhi & NCR. Additionally, the company just launched their 6th large format store in Zirakpur, near Chandigarh to strengthen their footprint across North India, with a plan to open more stores in key cities spanning India.  


VO: How do you view the sanitary ware market in India as against the market abroad?

VK: The sanitary ware market in India is gradually recognising global styles & trends and the brands present in this market are introducing more products in sync with the international trends.


Also, the demands and expectations of Indian customers are increasing and they aspire for bathrooms with international look and feel. This is also an important influencing factor while designing our products. Hindware’s products are certainly impacted by the European trends and styles in bathrooms and hence also influence our offerings for the Indian market.


VO: What are the prospects and how receptive is the audience here?

VK: With growing competition & changes in lifestyle & trends, buyers are more sensitive towards their purchase decisions. Our diversified range of offerings help them in making a bathroom of their dreams.


VO: Who forms your primary target audience and how do you tap them?

VK: Hindware offers products across all price segments. The middle class to the luxury segment is growing at a significant pace and maybe in another 5 years it would become the mass segment. We already have an advantage as we have an extensive product range which caters to this particular segment.



V Krishnamurthy