The piece of work is identify the worth and size of industry. This could be useful if you are looking for business expansions or willing to launch new project.

1. Market Intelligence
Sanitary ware Industry

2. Title : Understanding the Sanitary Ware Market
Preface:
 Mapping the various players in the industry
 Understanding the process followed from lead
generation to product range to manufacture to pricing
to delivery
What was the Project?

3. Project Approach
Mapping Key
Players
Visiting
Sanitaryware
stores
Visiting
Experience
Centers
Tracking
online
activities
Exploring
product
applications

4. •Market Research
•Assess Offerings by
Compotators
•SWOT Analysis
•Pre Sales and
Post Sales
Customer exp
•Range of Products
•Pricing
•Technical
Comparison
•Key Players
•Product Range
•Solutions
Competitor
Intelligence
Product
Intelligence
Market
Understanding
Customer
Understanding
Market Intelligence

5.  Market Over view
 Market and Growth Expected
 Key Segments
 Key Players
 Over View in terms of working and market structure
 Company and Business Description (Product Range and solution offered)
 Driver and Challenges
 Sales Mechanism
 Key Differentiator and argumentaries
 Sales team Sturcture
 Lead Generation mechanism
 Promotion methods
 Pricing and Lead time
 Channel Mechanism – Route to market, profiles, stores approach
 Execution
 Execution and sales Channels
 Order delivery mechanism
 Take Away and Learning
 Promotion Mechanism
 Growth potential
Agenda

6.  Sanitary ware products in India has evolved from low
involvement functional product to a lifestyle statement.
 Sanitary ware industry is growing on account of:
 Increasing Urbanization
 Increasing disposable income
 Growth in Real estate and hospitality industry
 Improving awareness and government sanitation programs
 India account 8% of global manufacturing in sanitary ware.
Market Overview

7.  Sanitary ware and bathroom fittings
industry is likely to be INR 100 billion.
Which is growing at the rate of CAGR
15% per year.
 Sanitary Ware – INR 30 billion
 Bathroom fittings – INR 70 billion
 Market is dominated by Organized
sector including manufacturer and
importers.
 Key Players in market includes
Hindware, Jaquar, Roca India, Kohler,
Toto
Market Overview
Organised
Sector,
60%
Un-
Organised
Sector,
40%

8.  Complete bathroom solutions
 Indian consumers are looking for complete bathroom solutions.
 Manufacturers are now offering one stop shops, have begun creating
“Experience Centers” in-store for customers’ convenience.
 Water conservation technology
 Demand for greener bathroom options – especially in the conservation
of water.
 High efficiency flushing systems, infrared controls and sensor taps and
showers are gaining popularity.
 Increasing presence of foreign players
 Many companies have enjoyed collaborative success by tying up with
local companies for ease of market insertion.
 Rise in premium products
 Increasing Purchasing power.
 Hi-tech products and upscale brands are gaining prominence in India,
with the premium sector contributing 10% to the whole sector’s value.
Emerging trends in this market
segment include:

9. Key Segments
Accessories
• Shelves
• Towel Rings, Rod, Racks
• Grab Rail
• Shower Seat
• Soap Dishes
• Tissue Paper Holder
• Clothe lines
• Bathroom Pillow
• Mirrors
Bathroom Fittings
• Shower Panels
• Flushing Systems
• Shower Partitions and
cubicles
• Steam Shower Rooms
• Multi Function Shower
• Shower Arms casted
• Shower Heads
Faucets and
Sanitary ware
• Basins
• Basin Faucets
• Kitchen Faucets
• In take Toilets
• One Piece toilets
• Intelligent Toilets
• Drop in
• Sensor Faucets

10. •Jaquar commands a share of 40%-45% of organized sector
•Company operates through direct selling and through retailers
•Their product range widely includes Shower Enclosures, Faucets, shower panels,
Whirlpools, Spas
•They have also entered into Electrical equipment like Water Heater and LED Lights.
•It has launched 22 Orientation center across country, displaying its complete range of
products and plans to set up customization wing for customization of products.
•Company has report turnover of INR 2,753 Cr. Jaquar has recently acquired Euro Ceremic
plant in Kutch.
Jaquar
•Kohler India, is a subsidiary of US based Kohler, product range mainly covers up Sink
Faucets, toilets, kitchen faucets, showering solutions, intelligent toilets, shower
enclosures, Whirlpools
•Widely divided the products in to Bathroom and Kitchen segments (only faucets).
•Kohler has two manufacturing in Gujrat spread over 229 acers. With these plants they cater
domestic demands and even export to US, France, Spain, Germany and SAARC Countries.
•Currently Kohler has nearly 350 stores spread over Tier I or Tier II cities.
Kohler
Key Players

11. •HSIL is widely recognized as hindware.
•Its product range mainly consists of Water Closets, wash basin, faucets, accessories,
shower heads, urinal and cisterns.
•They have mainly to categories of product hindware italian collection (Premium product
range) and hindware (economical).
•They also market product on the basis of 4 major bathroom themes.
•HISL is targeting distribution network is to reach 20,000 retail outlets across 3,500 cities in
three years with 400 distributors, 350 modern trend stores, portal business etc.
•They are also getting into appliance categories like water heaters (Hindware Atlantic), air
coolers (Hindware Snowcrest), air and water purifiers (Moonbow) and exhausts (Hindware
Vents)
•HSIL is targeting INR 6,000 Cr by 2022
• Company has reports turnover of INR 2,293 CR
HSIL - Hindware
•Cera has transformed itself as a complete bathroom solution providing with the inclusion
of shower enclosure, tiles, mirror, tiles apart from sanitaryware.
•Cera product range includes EWC, faucets, basins, bath acessories, wash basins, urinals,
faucets, tiles and mirros.
•It has over 500 dealers and 5000 retailers. They also have CERA product studios
•It has manufacturing unit at Gujrat.
•It reported total income of INR 1010 Cr.
CERA
Key Players

12. •It is Mumbai based company. Having 11 manufacturing units. And 25 House of
Jhonson showrooms.
•Company offer complete bathroom range including tiles, bath fittings, Shower
panels, sanitary ware and CP fittings, Indian and German modular kitchen.
•Company has reported the turnover of INR 6,045 Cr.
H&R Jhonson
•Grohe India, a subsidiary of Grohe AG, based in Delhi
•Grohe has launched Grohe Dual tech in New Delhi for training economically challenged
people with certified plumbing course.
•There product range mainly consists of wash basin, shower, bath tubs and accessories for
bathrooms and faucets for kitchen.
Grohe
•It market its products under two brand names Parryware and Roca
•Its product range mainly consists of Basin, faucets, toilets, mirrors, accessories and
furniture.
•Roca is targeting to double the turnover to INR 2000 cr in next 4 yrs, mainly driven by new
product launches and exports to other geographies.
Roca
Key Players

13. Drivers
• Increasing urbanization
• Increase in disposable
income
• Growth in real estate
sector
• Growth in hospitality
industry
• Increasing awareness
among consumers.
• Ongoing Govt Policy
Swatch Bharat Abhiyan
Challenges
• Market restricted to urban
areas
• Low replacement demand
and small bathroom sizes

14. Jauqar Hindware CERA Jhonson
Product Range Technical Warranty Delivery and Network
Product Differential

15. Jaquar Hindware CERA Jhonson
Product
Range
• Faucets
• Showers
• Sanitaryware
• Water Heater
• Wellness
• Shower Enclosure
• Flushing System
• Accessories
• Lighting
• Sanitaryware
• Faucets
• Wellness
• Kitchen
Appliances
• Showers
• Shower
Enclosures
• Accessories
• Faucets
• Wellness
• Sanitaryware
• Kitchen Sinks
• Cabinets
• Mirrors
• Showers
• Shower
Enclosure
• Accessories
• Sanitaryware
• Faucets
• Showers
• Modular
Kitchen
• Accessories
Product
Technicality
 Green products,
highly focused
towards water
saving.
 Anti Germ concept
for sanitaryware.
 Emphasized on
tests conducted on
products and its
results.
 Water Star
Rated products
to save water.
 Products to
maintain
hygiene, odor
control, Soft
Close and Anti
bacterial glazing
• Green Products • Germ free
sanitaryware
(Silver Nano
Technology)
Product Differential (1/2)

16. Jaquar Hindware CERA Jhonson
Product
Presentation
Well presented products
with classifications
between premium and
affordable range.
Organized
showroom with
briefings of each
product over LCD
Displays.
Based on bathroom
themes products are
placed.
Well placed
products, however
lack of technicality.
Complete focus on
pricing.
Randomly placed
products.
Warranty 10 Years 7-10 Years 15 Years 3 Years
After Sales
Service
Support
Preventive Maintenance
Services
1. Regular Check Up
2. Spare part back up
3. On – site plumbing
guidance by trained
service personal.
For Artize, 4
complimentary site visit.
5 After sales service.
After sales service
will be taken care by
call centers via CRM.
No Complementary
services.
After sales are
managed though call
centers.
No
Complementary
services.
After sales are
managed though
call centers.
Product Differential (2/2)

17.  Faucets
Price Comparison
Jaquare Hindware CERA HR Jhonson
Images
Technical Specs Single lever
extended basin
mixer with
braided house
Single lever
extended basin
mixer
Single lever
extended
basin mixer
Single lever
extended basin
mixer
MRP 4,300 1,590 1,810 3,770
Discount 8% 8% 15% 15%
NRP 3,956 1,463 1,539 3,205

18.  Washbasin
Price Comparison
Jaquare Hindware CERA HR Jhonson
Images
Technical Specs Anti – Germ
Glazing
Rimless WC
Acid Resistant
and stain free.
Thin rim Wash
basin
MRP 6,990 7,290 1,740 1,730
Discount 8% 8% 15% 15%
NRP 6,431 6,707 1,476 1,471

19. Regional
Head
Area Sales In
charge
Technical In
charge
Specification
Team
Branch
Manager
Sales Team Structure
 Regional Head
 Responsible of overall functioning of region
for complete range of product.
 Branch Manager
 Responsible for function of branch and for
complete range of product.
 Area Sales Incharge
 Report to Branch Manger
 Responsible for segment wise sale for
shower enclosure.
 Specification Team
 Responsible for specification of products.
 Technical In Charge
 Responsible for installations and site
evaluation.

20.  E-Commerce.
 Snapdeal
 Amazon
 Central mart
 Industry buying
 Through experience centers.
 Customer are provided with live
functioning of products.
 Through project teams.
 Sales Collaterals
Lead Generation Mechanism

21. Channel Mechanism
Inquiry generation form online
portal and experience centers
Nearest Dealer details shared
with Customer.
Site Visit done by dealer and
options presented.
Installation done by local
plumber in presence of
Company personal for premium
products.
Orientation
Center
Dealers
Service
Center

22. Jaquar Orientation Center
 Orientation center has been divided
into 4 sections with dedicated potion
for Artiz (premium product).
 Products placement goes in following
order:
 Faucets
 Shower Panels
 Shower
 WC
 Basins
 Water Heaters and Whirlpools (Center)
 Lack of presentation with the sales
team available.
 They will hand over product catalogue
and ask to mark the required product.
Same can be bought through dealers.
 Instant buying offer was available on
premium products and limited editions
of WC and faucets.

23. Jaquar Shower Enclosure
 Based on enclosure orientation Jaquar
Shower Enclosures are divided into:
 Fameless
 Semi Framed
 Framed
 Standard cubicles has height of 2000 mm and
width varies between 1300-1600.
 Any value addition in glass, freight and
installation is charged separately (viz. 1000
and 2500 respectively)
 Offers 12 standard type of frosted glasses.
 60% of Jaquar shower enclosure are sold
through retail and 40% in projects.
 They target specific set of builders like
Rustomjee, KRC, GeeCee.
 Major USPs of Shower Enclosure :
 Brass fittings with 5 year Warranty
 Plastic Seal replacements
 Bigger brackets
 Anti lime scale glass
 No silicone
 Huge emphasis is given on test and its results

24. Hindware Experience Center
 Theme based presentation of products.
Highlighted products were:
 Wash Basin
 WC
 Faucet
 Shower Enclosure.
 Better customer experience. Well greeted
and explained products in such a way, one
recognize the quality.
 Product information can we be received
through touch screens placed on walls
adjacent to products.
 For all pricing and supply related information
can be received from Hindware app to be
downloaded on our mobiles.
 To have better experience they have also
provision of VR.
 It also consists of model bathroom to
experience product.

25. HR Jhonson Showroom
 Showroom divided into 2 sections,
namely:
 Tiles
 Kitchen, Bathroom sections
 They have made the i-lands with
washbasins and WC for display.
 No technical details present with
products. And showroom team was
not competent enough to explain
features of products.
 Few of the products were kept for
immediate sale with instant discount
upto 15%. Rest of the products to be
bought through dealers.
 Delivery period : 2-3 working days.

26. CERA
 Showroom divided into 2 floors.
Ground floor dedicated for WC,
Shower Areas and mirror. 1st Floor is
dedicated to kitchen sinks and
kitchen faucets.
 Water conservation features were
highlighted.
 Lack of showroom sales team.
 All products were explained and
product catalogue has been handed
over for product selection and
shortlisting of products.
 If we need some products we can
shortlist in showroom and authorized
dealer will contact us with pricing
and deliveries.

27. Take Away and Learnings

28.  Product Presentation (Online)
 Dedicated Webpage for Shower Enclosure
 Product specifications
 Web Page for Jaquar Shower Enclosure
 Sample drawings and Dimension
 Web Page for Hindware
 Online Shopping
 Webpage of CERA
 Source of customer data base
Product Presentation & Lead
Generation Mechanism

30.  E-Commerce Website
Product Presentation & Lead
Generation Mechanism
Shower
Enclosure
by
Saint Gobain
How it Works..?

31.  Showrooms and Experience centers
 Place to visualize, choose and create
dream spaces
 Free Estimations
 Expert Advice
 Live Demonstration
 Virtual Realty Walkthrough
Product Presentation & Lead
Generation Mechanism

32.  Walk Through Experience
Center
 Product features and value
added services are highlighted
over display screens
 Ongoing videos in mid of
experience center
 Video link
Experience Center

37.  Digital Marketing
 Online Campaigns
 #ProdulyMadeInIndia
Promotional Mechanism

38. From

39. From

40. Promotional Mechanism
 Digital Marketing
 Online Contests

41.  Online Contest
Promotional Mechanism

42.  Building Exhibition
ACETECH 2017
Promotion Mechanism

43.  Building Exhibition
ACETECH 2017
Promotion Mechanism

44. Promotional Mechanism
 Hindware Application
 Product preference on finger tips.

46. Promotional Mechanism
 Jaquar Application

47. Promotional Mechanism
 CERA Application

48.  Centralized Saint Gobain product display and
knowledge center
 Launch Web page
 Standardise categories of shower enclosure based on
glasses.
 Shower Enclosure digital application
 Online campaigns
Take Away

49.  Increasing level of income and
growing spending rate.
 Growing urbanization
 Rapid growing construction
industry.
 India is poised to be world’s 3rd
largest construction market by
2025.
 Growing Hotel industry
Growth Potential

50. Q&A