After establishing their market leadership in B2B sanitary engineering technology segment in India since their entry into the India market in 2010, Europe’s leading sanitary technology brand, Geberit, has announced their plans to foray into India’s premium consumer-facing sanitary products market. With this objective, Geberit showcased couple of high end sanitary products they plan to roll out in India market from April this year at the recently concluded ISH 2017 at Greater Noida in Delhi NCR.
The company will be introducing advanced shower toilets – Aqua Clean Mera & Sela – and the Urinal Series - Preda and Selva - in the India market from April this year.
Geberit, a market leader in Europe in sanitary systems and piping systems for over a century, has expanded their portfolio by acquiring few of the leading bathroom ceramics brands in Europe in 2015 enabling them to foray into consumer market with bathroom ceramics products. These acquisitions included brands Keramag, Twyford, Allia, Kolo, Koralle, Sphinx, etc.
“We have been in the behind the wall segment so far, now, with these acquisitions we are coming into the front of the wall segment of the sanitary market,” said Abubaker Koya, Managing Director, Geberit Plumbing Technology India. “The Aqua Clean Mera Shower toilet will offer a whole new level of comfort with its sophisticated technology and stylish design complementing each other perfectly to create a masterpiece of function and design,” he said.
Giving a sense of the market positioning of these products, Koya said that these products will be “luxury collection” ceramic products to cater to the premium end of the consumer market like luxury homes and hotels. Aqua Clean Mera is a self-cleaning toilet with a price range of Rs 3 lac to Rs 5 lac, he informed.
Talking about the global trends in the sanitary market, Koya said that globally the trend is to offer pre-fabricated toilet blocks to consumers, largely due to constraints related to skilled labour and time.
Commenting on the market potential , Koya said that while market in Europe is largely a “renovation market , markets in Asia including India are high growth potential markets with 25 to 30% annual growth potential for premium sanitary products. “Brands which can combine and package technology with competitive price, potential for growth is huge,” he said. “All our products will be price competitive in their respective categories,” he added.
When asked about prospects of acquisitions in India market, Koya said that India is a high-volume-low-margin market, and any global player looking for scale in this market tend to explore acquisition route. “For Geberit, acquisitions are part of our global strategy, if it gives scale and reach,” he informed.
Having forayed into bathroom ceramics, hotel industry is a major thrust market for Geberit . Leveraging their long relationship with international hotel brands as a sanitary systems and technology solution provider, the company expects a natural extension of that relationship with the new front of the wall solutions. “Pre-fab toilets are ideal products for hotels considering all aspects of symmetry, finish, style, etc. , Koya said.
In the long run, Geberit has plans to set up exclusive experience centres for their products in metro cities in India. Besides, the one they have in Bengaluru currently, Koya said that they will look at setting up Geberit experience stores in Delhi, Mumbai and Chennai in future.