Hansgrohe introduced interactive designs to reinvent luxury kitchen and bathroom spaces. Gaurav Malhotra, MD, Hansgrohe India, interviews Vaishali Dar on the innovative, futuristic and post-pandemic business market.

What overarching practices and designs have you introduced to reinvent luxury kitchens and bathrooms in India?

Kitchens and bathrooms are among today’s most intimate living spaces – a shift that reflects how the consumer and the outdoor environment around us have shaped and matured. We work with world renowned architects and designers from around the world to gain fair exposure to different cultures, their needs and requirements. For example, our AXOR One is a bathroom collection with clean, elegant shapes that embody the principles of compact luxury and a holistic design language of slender silhouettes, flat surfaces, soft angles and balanced proportions. The range’s “EcoSmart” technology uses 60% less water than conventional products. Without any loss of comfort, one can reduce energy costs and conserve valuable resources and revolutionize the way water is used in the Indian market.

Have you recalibrated your products to meet the requirements in India?

Hansgrohe products have been in India for 20 years. However, our fully calibrated presence started in India in 2012. Over the past three years, we have started reaching out to key external stakeholders outside of our domain and after analyzing and being part of the Indian market for a few years now, We have categorized consumer needs based on three key concepts. First, life liberated to understand that consumers no longer compartmentalize space and instead see it for more than its use. Second, the traditional markers of wealth have changed, primarily, where before more was big, now “less is more” is the mindset that drives purchasing decisions. And, third, community-conscious well-being, where purchasing decisions are driven by sustainability and community in mind.

India is considered a price sensitive market. How did the brand perform in the Indian market?

From a presence in 13 cities in 2017, today our footprint is spread across 58 cities with over 100 distribution partners. Nearly 10% of global growth this year will come from India. Being a bit more focused on the high-end and luxury space, we have a bigger share in the retail market. We are also developing new distribution formats. These will feature deeper product capabilities, even in Tier 1 and Tier 2 cities, and thus create a larger business footprint. We are also seeing a strong rebound in the real estate space with large premium institutional projects also more visible now. Business in India has doubled over the past two years. India has been identified as a strategic growth market.

Have you realigned your overall marketing process post-pandemic?

Design elements that worked in the past had to be changed or revisited. The pandemic led us to imagine and introduce our revolutionary “Select” technology to use bathroom accessories like faucets or showers with minimal contact, at the touch of a button. Our range of touchless faucets optimize hygiene, cleanliness and water savings through intuitive, technology-driven designs.

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