Sanitary ware is expanding fast

India sanitary ware market is growing with the CAGR of 12 to 15 per cent from last four years and is projected to have a steady growth by 2021 due to increasing disposable income, rapid urbanisation and changing end user preferences. 

Categories expanding fast
Water closets hold the majority revenue share in the overall sanitary ware market followed by cisterns and basins, however, with the significant rise in high net worth individuals, urbanisation, standard of living, the demand for pedestals, bidets, etc., is also expected to increase in the next five year, according to “India Sanitary Ware Market Forecast & Opportunities, 2018” report.

Marketing pact

Abhinav Khandelwal, Managing Director, Gessi India, says, “This business needs a lot of personal involvement as our clients are extremely successful individuals and they demand quality service and support. In spite of investment, premium business needs a lot of hard work and consistency to achieve success.”

“We are working with established sanitary retail dealers, who have reputation of excellent after sales support to clients and are willing to invest on qualified sales persons and their training, states,” he adds.

RAK Ceramics has different channels such as direct customers, direct projects, more than 800 dealers, company-owned showrooms, 30 RAK Privilege stores and 75 RAK select stores. Speaking on the same lines, Rajeev Singh, President, RAK Ceramics India, says, “We look for brand partners to have a good client base, and dealers should have sufficient space for the product display and should complement the product at the same time. To evaluate their performance we check what products are being sold and whether the products are premium or non-premium.”

The brands are offering lucrative business opportunities to the franchisees and provide proper and adequate support from time to time. “We train the dealers’ manpower through our Indian product managers. Also, Gessi Italy is sending their people regularly to provide further finesse. We also arrange manufacturing unit’s visits for the dealers to boost their confidence about the flawless products of Gessi,” shares Khandelwal.

This industry in India is growing at a significant rate every year. Sandip Somany, Joint MD, Hindustan Sanitaryware and Industries Ltd (HSIL), says that they are looking at both value and volume. They had no presence in the mid-market range and are looking to tap Rs 2,000 crore mass market category with mass market brand Benelave.