We are investing heavily in research and development to create innovative and unique products

- SUDHANSHU POKHRIYAL

Chief Executive Officer- Bath & Tiles, Hindware Ltd

How is the tiles and sanitaryware market evolving in the country?

The tiles and sanitaryware market in India has been growing at a steady pace over the years, with a significant increase in demand due to the rapid urbanization and the rise in disposable incomes of the middle class. The market is primarily driven by the construction industry, with the real estate sector being a major contributor to the demand for tiles and sanitaryware. One of the major factors driving the growth of the market is the increasing adoption of modern and aesthetic designs, as consumers are now more conscious about the appearance and functionality of their homes. This has led to an increase in demand for premium tiles and sanitary ware products. 

Likewise, the ceramic tile market in India is showing remarkable growth due to its wide user base. Tiles today have become an integral part of home improvement. It can make a huge difference to the way interiors and outdoors look and express. This is further aided with the availability of ceramic tiles in various designs and different price slabs at various retail points along with the increased per capita income amongst the consumers. The main product segments in India comprise wall and floor tiles, vitrified tiles, and glazed porcelain tiles and market shares (in value terms) are 20%, 23% 50%, and 7% respectively for wall, floor, vitrified, and industrial tiles.

With significant shift in people's approach towards bath spaces and integration of tiles, brands now offer a wide variety of designs, textures, surface effects and even products integrated with automation technology. Homeowners demand for ultra-modern sanitary ware - jets with multi modes, sensors, remote controls, touch-free gadgets, smart sanitary ware with voice commands, thermostats, hot seats, self-closing seats, etc. In short, they want their bathrooms to be exclusive and unique.

The Indian real estate sector is realigning itself with a modern approach towards aesthetics and technologies. How is Hindware responding to the changing needs of customers in real estate?

Hindware invests considerable time and resources to understand the evolving consumer aspirations and addresses the same through meaningful product innovations. Our product innovations are centred around the optimization of 'technology' providing a seamless experience to the end-users.

Demand for residential properties has surged due to increased urbanisation and rising household income. India is among the top 10 price appreciating housing markets internationally. To support the rise in demand, we have introduced numerous products in the market, we've Tankless Wall Mounted EWC and Amazon Aquasheet Wall Mounted Closet - both unique products, designed to be compact and space-saving. Moreover, we launched the collection of Hues by Hindware, Italian collection - a stunning range of products with a long-lasting finish - Rose-Gold, Gold, and Chrome Black. The inspiration behind this innovation was that colour can brighten up every day and add life to everything.

And when we look at the Indian commercial real estate market which is segmented into offices, retail, and hospitality, we are experiencing a rapid growth in this industry as well with more and more people getting back to work, traveling and shopping. Specifically for this sector, we are targeting consumers that are conscious about health and hygiene, Hindware offers a vast range of 'touch-free' faucets and water closets and Easy Clean, a self-cleaning basin, and Ellipse, a basin with space for utility items. The Touch Free Flushing Technology is a revolutionary new way that lets you flush with a simple wave of the hand.

What are the emerging trends in tiles and sanitaryware in terms of design and aesthetics?

The world of tiles and sanitaryware is constantly evolving and adapting to changing consumer preferences and market trends. One of the most prominent emerging trends in this industry is a growing focus on design and aesthetics. We are investing heavily in research and development to create innovative and unique products that are visually appealing and can enhance the overall look of a space. This includes a move towards using bolder colours, intricate patterns and textures, and larger formats that can create a sense of continuity and flow. Water closet is the highest growing type of segment due to the advancements in shapes, designs, specifications and features. Additionally, the growing awareness regarding the advantages of superior sanitaryware products for health and hygiene further fuels the market's expansion and innovation.

Recently, tiles have been introduced as kitchen slabs with a thickness of 15 mm. This represents a significant departure from traditional kitchen countertops, which are typically much thicker and made from materials like granite or quartz. There is also a rising demand for digitally printed ceramic tiles; preference for digitally printed tiles as their intricate designs help improve the aesthetic appeal of the house/office space. Use of new technologies for printing designs on tiles has helped manufactures to offer a wide spectrum of unique designs. This trend is driven on the back of unique customized artworks. With Hindware Italian Tiles, we offer products that are inspired by popular artwork such as Frida Kahlo and Picaso.

What are the latest products and solutions from Hindware for residential and commercial real estate customers?

Hindware Limited has a strong portfolio of leading innovative brands that cater to a wide cross-section of customers across the value chain. We are home to the iconic brand 'Hindware', which has a versatile range of best-in-class bathware products. Additionally, Hindware Limited a strong portfolio of leading innovative brands that caters to a wide cross-section of the customers across the value chain.  With Hindware and Hindware Italian Collection, our focus is to connect with premium segment and with Queo our luxury brand, we aim to connect with consumer looking for super premium bathware products. And we recently forayed into the tiles segment with Hindware Italian Tiles, to provide customers with a one-stop-shop for bathware needs.

We have introduced a range of products such as Tozzo, enabled with Touch Free Flushing Technology that allows consumers to flush with a simple wave of the hand. From Hindware Italian Collection, we have launched Easy Clean Countertop Basins, which cleans the basin automatically after every use. Other trends such as colored faucets, are also gaining traction, we've introduced Hues coloured faucets collection that makes bathrooms look more luxurious and eye-catching. With QUEO, we offer products that truly convert bath spaces into a technological haven and leave every attendee pleasantly surprised. QUEO embodies the idea of luxury; every product in its portfolio reflects the comfort of grandeur. The brand offers a wide range of contemporary designs and unique functionality that allows consumers to experience rejuvenation. The bathroom range emanates premium and minimalistic representation of European bath lounges.

What are the key demand drivers for your products and tiles & sanitaryware in general?

For 2023, we expect strong demand from consumers looking at the upgradation of their bath spaces. We are also closely working with the plumbing and architects' community through our unique influencer programs. Since bathware is an experiential category, we will also look at expanding our brand stores across cities that will share a differentiated experience with the potential consumers.

Luxury bathrooms saw a push in the categories, which focused on hygiene, wellness, and technology. Luxury products combined with heightened sense of hygiene and safety open new opportunities for us. We have made use of this trend and introduced numerous products which integrate with technology and aesthetics to make bath spaces both useful and appealing.

What are your further expansion plans in product range and market reach?

We are positive about the market and we know that the trend will continue with the evolution of smart cities and our network will also expand beyond metros as we are aggressively foraying into Tier II and Tier III cities. We inaugurated our first tiles depot for Hindware Italian Tiles in Rajpura, Punjab to establish stronger relationship with our retailers and easily address customers across the northern region. The depot at Rajpura serves distributors and retailers across Punjab, Himachal, Jammu & Kashmir and parts of Haryana. We will be expanding our reach with 18 more tile depots across India that will ensure an effective network between our distributors and customers at multiple touch-points.

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