Tall buildings: the new normal

“Tall buildings could be considered as an increasingly viable building type in the future, considering the rapidly increasing need for higher urban densities,” remarks Sandip Somany, Joint Managing Director, Hindustan Sanitaryware & Industries Ltd. (HSIL)
 Hindware, as a brand, defines its opportunities by number of bathrooms designed in the blueprint. The company offers sanitary products for almost everything — be it high-rise structures or independent homes. In an exclusive interview with ACE Update, Sandip Somany shares how Hindware products integrate brand value, products and people together.
Sanitary and ceramic market scenarioThe sanitary ware market has been growing at a CAGR of 12.5 per cent since 2010 as per market reports and this trend is likely continue through 2016, as predicted with the organised sector accounting around 60 per cent of growth. The bathroom fittings market is expected to record a CAGR 15 per cent growth till 2016. Overall, India’s sanitary ware and bathroom fittings industry is valued around Rs. 80 billion with sanitary ware accounting for Rs. 28 billion and remaining Rs. 52 billion constitutes bathroom fittings.
Trends that keep industry movingRise in disposable income, lifestyle changes and perception, and branded products are attaining more recall as well as demand. Product design showcasing minimalism and concept washrooms with coordinated sanitary ware, fittings and accessories is also showing an upsurge among consumers. In a nutshell, the bathroom space is evolving, progressing and getting tech-savvy by the day. On one hand, appreciation of beauty and taste for bathroom products are dominating product design. On the other, innovation in flushing technology as well as faucet technology is driving the aspect of sustainability and water saving. These two will be the primary driving force for the industry.
Tall buildings trends in IndiaTall buildings could be considered as an increasingly viable building type in the future, considering the rapidly increasing need for higher urban densities. Cities are gearing up to cope with the increasing population which is overflowing. Yes, tall buildings may well become the new normal — not by choice, but by default.
Essential Hindware productsUnder Hindware’s building products division, the company manufactures sanitary ware products and faucets. Hindware also offers kitchen appliances and luxury extractor fans. All these products are essential household items irrespective of a size of a house, tall or otherwise.
Opportunities in tall buildings segmentAs a brand, Hindware’s opportunities are dictated by number of bathrooms designed in the blueprint. Its product offerings cater to all — be it high-rise structures or independent homes.
Retail marketing is Hindware’s focus; however, that does not deter the company from tapping into the institutional segment. Hindware is expanding its client base to broaden its revenue mix. To influence this new segment, it has set up a large number of Hindware Lacasa display centres. These display centres showcase its entire product bouquet of top-tier range for architects and designers. Additionally, Hindware recently launched a ‘Bathroom Planner DVD’ app, especially to cater to this audience. The ‘Bathroom Planner DVD’ app is a novel marketing tool and a first by a sanitary ware player.
The ‘app’ not only provides easy access to Hindware’s entire product portfolio made available under roof, it also enables flexibility to the users to make smart choices for each client. The ‘Bathroom Planning’ tool offers product search option through keywords or catalogue number, selection criteria of maximum 4 product designs at a time to match their suitability with each bathroom blueprint. The users can also add up to 16 products of choice to their wish list, a convenient way to play around with product design and bathroom design.
This application, in sum, integrates brand, product, planning and people together.

5