Demand for sanitaryware blooming in India

Sanitaryware and ceramicware have become a part of people’s lives and are now more related to as lifestyle products
Sanitary and ceramic products are gaining popularity in India. Rather than being basic necessity, sanitary and ceramic products are becoming a part of the lifestyle of people in India, throwing the sanitary market wide open for companies to explore.
Indian market The sanitaryware market in India has grown rapidly during the last few years. India has emerged as a major bath and sanitaryware market in the Asia Pacific. The organised sector comprises more than half of the total market by value. The major threat for the industry is from the unorganised sector, which provides products at low prices. In terms of market value, organised players lead the market, but in terms of volume, unorganised players hold the major share. Asutosh Shah, Managing Director, Duravit, says “India is a very important future market. It has a growing lifestyle consumer base due to its healthy economic development and demographic trend of a growing young, working population. There is a desire for lifestyle brands.”
According to Sushil Luniya, President – Marketing and Sales, Building Products Division, HSIL Ltd., “Ceramic encapsulates a wide range of products from crockery, artware, stoneware and even sanitaryware. The organised sanitaryware market size in India is about ` 2,000-2,500 crore and HSIL garners 40 per cent of that market with its brand Hindware.”
Upcoming trendsToday, much more is expected from bathroom than simply a place to take a shower. The upcoming comprehensive bathroom concepts are based on individual needs.
Mr Shah opines, “Sustainability will be more and more important for the sanitary industry. As the population continues to grow, the need for sustainable concepts to protect our ecosystem also increases. Thinking and acting sustainably means actively taking responsibility.”
He further adds, “We have been investing consistently in research and development. It focuses not only on water and energy-efficient solutions but also on ecological manufacturing. We offer WCs that flush hygienically with only 4.5 litres of water instead of 6 litres. The McDry urinal and the new Architec even operate without any water.”
There are two key trends that are gradually taking shape in the sanitaryware space: first, the perception of bathrooms which has come a long way from its functional status to being a room which connotes status, taste and appreciation of design of bathroom products; and second, growing economy and rising disposable income of India’s consumer base which is driving urbanisation.
Mr Luniya states, “Our brand Hindware has a strong footing in the market that can adopt and create value in a dynamic economy and society. There is a rising demand for concept washrooms and coordinated sanitaryware.” Water conservation and convenience are the other key factors that will be driving the industry forward. Another important trend that is emerging in the Indian market is the rise of replacement market.
Focus areasBuyers expect their bathrooms to be living spaces that offer a refuge from the complex world that we live in. This can be achieved only with a holistic concept that includes and brings together all the conceivable aspects of the bathroom.
“The growing demand for high-end sanitaryware and bathroom fittings among people, making a lifestyle shift is an opportunity to optimise. Customers are relatively getting more focused on branded, aesthetically looking products and after-sale services,” states Mr Luniya. There is a gradual shift from the unorganised market offerings. Also market opportunities rising from urbanisation, infrastructural growth and sanitation are great prospects to capitalise on.
Mr Shah adds, “We are tending to pull out of the competition in places where price is the sole decisive factor. Instead we aim to create a genuine need by using a range of attractive, high-quality and varied products to furnish complete bathrooms.”
Future outlookThe future outlook for the sanitary and ceramics industry looks for innovative products on design and technological aspects at the same time products which are eco-friendly. There is a shift towards successful designs that captures the spirit of the coming ages.
The focuses of new developments are always people. The products must bring their users real advantages and not just pretend added value. Commenting on this, Mr Shah says, “We, at Duravit, understand our products as a promise of convenience, genuine pleasure and more quality of life. For Duravit, India is such a market that offers a sustainable growth, based on a real demand. Therefore, we will keep our focus and extent our activities in this region.”
Mr Luniya believes “HSIL is the country’s largest player in the sanitaryware industry and has been consistently transforming its product line, offering pleasing styles, and modern inventive design concepts. With a balanced revenue mix, our sales network of more than 2,900 dealers and 18,000 retailers caters to a large retail customer base across the country.”
Current status Currently the Indian market is boosting with a number of sanitary and ceramics companies coming up to take a share in the market. With the demand for new designs and awareness about the environment and sanitaryware becoming part of people’s lifestyle, sanitary and ceramic industry in India is currently blooming.
Mr Shah emphasises, “Duravit stands for living bathrooms and has made a name for itself internationally with high-quality materials, careful manufacture and timeless designs. We firmly believe that a big part of our success is based on the cooperation with international designers’ different ideas and views meet each other for a successful cooperation. Duravit brand in India has propelled itself to the position of one of the most loved designer brands in this market.”
Mr Luniya states, “As a brand, we will continue to innovate to delight customers. Sustainability has great importance as we move forward, and brand Hindware has already taken the lead offering WEP-1 (water efficient), star-rated products in the Indian market. HSIL and brand Hindware is a front runner in the organised market and aims to continue to be in that position.”
Duravit stands for living bathrooms and has made a name for itself internationally with high-quality materials, careful manufacture and timeless designs Asutosh Shah, Managing Director, Duravit. The organised sanitaryware market size in India is about ` 2,000-2,500 crore and HSIL garners 40 per cent of that market with its brand Hindware Sushil Luniya, President – Marketing and Sales, Building Products Division, HSIL Ltd.

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