Shiozawa Kazuyuki
Managing Director, TOTO India
How do you view the latest trends in bathroom fixtures and accessories in India?
One prominent trend in the Indian sanitaryware market is shifting toward premium and designer bathroom fixtures, with rising demand for smart toilets named Washlet & Neorest featuring Auto Flush, Auto Open-Close Lid, electronic bidet functions, and touchless controls. And more, Heated Seat function is getting popular in northern part of India because of its comfortability in winter season. Traditionally, consumers in India focused primarily on functionality and cost-efficiency when choosing bathroom fixtures. However, as disposable incomes rise and urban lifestyles evolve, there is an increasing emphasis on aesthetics, luxury and hygiene in bathroom design.
What are the major demand drivers of the modernisation in bathroom fittings?
The Indian bathroom fittings market is experiencing significant growth due to several external factors. Modern bathroom fittings are driven by rising incomes, urbanization, customers’ learnings from international travelling. And a growing focus on hygiene, sanitation and sustainability is observed especially post COVID-19.
Which are your major focus segments for your products in India?
We focus on providing sanitaryware solutions that prioritize hygiene, comfort, and sustainability, which are core values as a Japanese brand. By regularly engaging with specifiers, end users, and channel partners, we stay informed about market needs. Our ongoing research across India helps us understand regional preferences. We are also excited to launch a range of products, including toilets, basins, faucets, showers, and accessories, available in various shapes, designs, and colours to meet the evolving demands of our consumers.
How is India emerging as your major market?
India is emerging as a key market for TOTO due to its growing economy, large young population, and democratic political system. As the fifth-largest economy globally, it offers significant untapped potential. The market has seen considerable growth, driven by changing lifestyles, urbanization, and rising living standards, making it an exciting opportunity for our premium products like Neorest & Washlet.
What are the evolving trends in bathroom fixtures and how are you responding to the changing needs?
In India, there is a growing demand for premium and designer bathroom products. Traditionally, consumers prioritized functionality and affordability. However, as disposable incomes rise and urban lifestyles evolve, there is an increasing emphasis on aesthetics and luxury in bathroom design. Smart toilets & electric bidet seat with features like automatic flushing, auto open close lid, bidet cleaning functions, and touchless controls are gaining popularity, offering both hygiene and comfortability. TOTO is responding to these trends by leading in innovation, which has significantly boosted our brand’s presence and aligns with our strategic goals for the Indian market. Also, our marketing approach is developing and adapting to Indian consumers preference. We are joining the architect conference for networking. Holding the collaboration event with other Japanese brand that has the sympathy with us in terms of design philosophy. Recently, launching new promotion video content that Indian consumers can relate to about WASHLET.
